---
title: "OndaFlow Blog: The Gaps Between Your Channels"
description: "Digital Marketing\nMarketing Best Practices\nOndaFlow\nChannel Strategy"
---

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 Nov 10, 2026, 8:17:58 PM

# OndaFlow Blog: The Gaps Between Your Channels

![Picture of OndaFlow](https://app.hubspot.com/settings/avatar/fb605560385d084a27b9c0c55ba38169) [OndaFlow](https://info.onda-flow.com/en/blog/author/ondaflow)

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## Our Channels Aren't Broken. The Gaps Between Them Are.

![Five Marketing Channel Islands With Broken Paths To Qualified Pipeline](https://info.onda-flow.com/hs-fs/hubfs/AI-Generated%20Media/Images/Five%20Marketing%20Channel%20Islands%20With%20Broken%20Paths%20To%20Qualified%20Pipeline.webp?width=408&height=272&name=Five%20Marketing%20Channel%20Islands%20With%20Broken%20Paths%20To%20Qualified%20Pipeline.webp)As 2027 planning begins, most marketing teams will ask where to spend. The harder question is who makes the channels work together. A new Marketing Dive report on multichannel optimization suggests that second question may matter more.

 

### The channel map keeps moving

Digital advertising reached a record $294.6 billion in 2025, up 13.9%, according to IAB and PwC. Social took the largest share at $117.7 billion, passing search at $114.2 billion. Creator marketing generated $37 billion and is on track for $44 billion in 2026.

AI is changing discovery at the same time. People now meet brands through AI answers, social feeds, communities and product experiences, often all at once. The neat path from search to site to conversion is fading.

### Budgets are not keeping up

Gartner puts 2026 marketing budget growth at just 1.3%. Budgets now average 7.8% of company revenue, down from 11% in 2020. Meanwhile, 94% of CMOs told BCG that expectations have risen considerably in two years.

Adding another channel is rarely the answer under that pressure. Getting more from the ones you already run usually is.

### The real problem is structural

In her Marketing Dive guest piece, Edmunds SVP of Marketing Alison Steinlauf Anziska argues that fast-growing companies create silos without meaning to. Each specialist team does its job well, but nobody owns the system. Her conclusion: "The org chart, it turns out, is the strategy."

The numbers support her. In the 2026 CMO Survey, more than one in five marketing leaders named a lack of people, time and budget as their biggest capability gap. The skills exist, but the work between functions goes unresourced.

Social data shows the same pattern. Sprout Social found that 93% of professionals call social intelligence important for growth, yet only 36% regularly use it for decisions outside marketing. Just 6% say it is a shared responsibility.

Even Lowe's, with far greater resources than most, still personalizes largely channel by channel, according to CMO Jen Wilson. Her fix starts with one unified view of the customer.

### AI raises the stakes

WARC attributes 63% of LLM visibility to long-term brand building and only 22% to marketing spend. You can't simply buy your way into AI answers. A consistent, credible presence across channels does more of the work.

Measurement is getting harder too. The IAB estimates that more than half of global web traffic now comes from bots. If your reporting can't separate real buyers from noise, your channel decisions rest on weak ground.

### Six moves for lean B2B teams

Much of this research covers large consumer brands, but the lesson carries over. A small B2B team can act on it without a reorganization.

1. **Trace one campaign from end to end.** Follow it from brief to email, landing page, sales follow-up and reporting. Note every handoff where the message or the data changes.
2. **Give channels one shared outcome.** Tie paid, owned and earned goals to the same business result, such as qualified pipeline.
3. **Name one owner for the whole.** Someone needs the visibility and authority to make tradeoffs across channels.
4. **Brief creative and media together.** Omnicom recommends treating them as equal partners from the start, rather than passing work from one to the other.
5. **Send one insight outside marketing each month.** Share what you learn from buyers with sales, product or customer success, and say what it means for them.
6. **Fix the data foundation first.** Standardize campaign naming and UTMs, connect your automation platform to your CRM, and compare platform-reported results with actual pipeline. Advanced tools like marketing mix modeling only help when the inputs are trustworthy.

### Start with the gaps

The teams that win next year won't necessarily have the most channels. They will have channels that tell the same story and data that shows what is working.

Want to know where your campaigns are losing momentum? OndaFlow helps B2B teams connect strategy, automation and data, in English and Portuguese. Get in touch and we'll start with one campaign.

**Source:** [Multichannel Optimization, Marketing Dive](https://www.marketingdive.com/trendline/cookie-alternatives/267/), including research cited from IAB/PwC, Gartner, BCG, WARC, Deloitte and Duke University, Sprout Social and Omnicom Media.

 

---

 

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