What Are Random Acts of Marketing?

It is when you deploy marketing tactics with an unclear purpose.

What Are Random Acts of Marketing?

Random acts of marketing are where your sales and marketing efforts consist predominantly of one-off or standalone tactics. These individual tactics are not additive, meaning they do not add up to more than the sum of their parts.

The practice is fuelled by industry hype and salespeople’s efforts to push you to buy what you don’t need or understand. Unfortunately, the Random Acts of Marketing approach is extremely common, just like its counterpart, To-Do List Marketing.

“To-Do List Marketing” occurs when your team focuses on how to spend your marketing budget versus investing in things that help you refine system performance.

The Systemic Alternative

The alternative is where you build a system that facilitates a prospect’s purchase process and your new customers’ journey through your business. The process is more customer-lifetime value and earnings growth-centric. The core question you ask is what role each activity serves in advancing customer and account relationships? The goal is to create a system that reliably generates sales, repeat sales, long-term relationships, reviews and referrals. No one tactic can accomplish all this.

No, this is not the domain of large companies. The only thing that needs to change is how you think about and approach sales and marketing. Many of the tasks are the same. What changes is your intent, and how do you weave all the pieces together into a cohesive program?

To learn more, download our free eBook Making The Shift or Contact Us to speak with a consultant.