Modern Portfolio Theory for Marketing

Justin Novak
December 30, 2023
min read

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.

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Justin Novak

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