We almost went off the end of runway 22 at KBTR one rainy night in a 727.
Why? Because the Captain forgot to deploy the spoilers.
If the F/O hadn't reacted as quickly as he did by reaching around and grabbing the spoiler handle, we would have most certainly gone off.
Brake and tire (tyre) condition not withstanding, the biggest factor affecting deceleration rates for most aircraft is the weight on the wheels. The more weight on the wheels, the greater the coefficient of friction between the tires (tyres) and the pavement given the effectiveness of the brake and anti-skid systems.
Some light aircraft owners, who have "manual" flaps, will "dump" the flaps on touchdown to rid the wing of as much lift as possible thus putting more weight on the wheels.