Appendix D State of Marketing 46 Marketing Tech Makes Waves High performers are using twice the number of tools and technologies as underperformers. Top teams are 14x more likely than underperformers to be heavy tech adopters. Average Number of Tools and Technology Used by Performance Level .14 Mean = 14.7 .12 Standard Deviation = 3.37 Mean = 11.8 .10 Standard Deviation = 4.40 Mean = 7.5 Standard Deviation = 4.83 .08 .06 .04 .02 .00 High performers Moderate performers Underperformers 0 2 4 6 8 10 12 14 16 Tools and Technology Adoption by Performance Level* 43% 54% 3% High performers Heavy adoption Moderate adoption Minimal adoption Moderate performers 17% 71% 13% Underperformers 3% 58% 38% * Heavy adoption is defined as the use of all 17 of the channels defined. Salesforce Research Moderate adoption is defined as the use of 7–16 of the channels defined. Minimal adoption is defined as the use of 0–6 of the channels defined.