Portfolio Theory Applied to Marketing & Sales
Modern Portfolio Theory teaches us, through diversification you can limit your exposure to unsystematic risk (avoidable risk). You wouldn't invest your entire retirement savings into 1 stock or asset class.
Allocating your marketing & sales dollars is no different. You want to ensure you are investing in multiple sales & marketing channels: inbound, outbound, influencers, PR, etc. If you put all your eggs in 1 basket you run the risk of having a single point of failure & sales volatility.
If you need help brainstorming how diversify your sales & marketing channels, drop me a note & I would be happy to make some suggestions that have proven fruitful for my businesses.