State of Marketing 01Marketers Move to Evolve Journeys, 10 but Data Woes Linger Over the past 12–18 months, 63% of all Top Teams See Channel Coordination as Key marketers say their company has become more focused on expanding marketing efforts across Creating a connected customer experience begins one channel at a time. High performers are channels and devices. 12.8x more likely than underperformers to heavily coordinate marketing efforts across channels. But for high-performing marketing teams, * Volume of Channel Coordination by Performance Level channel discussions focus more on “how” than “how many.” Driven by customers’ expectations 43% 47% 11% to be consistently recognized and remembered High performers across every interaction, top marketers pay special attention to how they’re coordinating marketing Moderate performers 16% 69% 15% across channels, not just how many channels they touch. 3% 58% 38% Underperformers High performers are 12.8x more likely than underperformers to heavily coordinate their Heavy coordination Moderate coordination Minimal coordination marketing efforts across these channels. Channels included in the survey were email, website, mobile (e.g., SMS, push notifications), social media marketing, display/banner ads, advertising on social platforms, organic search, paid search, video advertising, and native advertising/sponsored content. * Heavy coordination is defined as coordination across 10–11 of the channels defined. Moderate coordination is defined as coordination across 4–9 of the channels defined. Minimal coordination is defined as coordination across 0–3 of the channels defined.