After spending almost 8 years in marketing and analytics working for companies of different sizes and in different markets, I've noticed that every company leaves some amount of revenue on the table by not following common marketing patterns. I estimate most small and medium-sized businesses lose out on at least 10% of potential revenue.
It doesn't always look the same, but holes in marketing strategy or unneeded product friction could be fixed simply by following best practices that have been proven to work consistently. Some of them are easy fixes, some of them are more complex, but nonetheless should be able to be fixed by companies with a competent team.
I think most of the time this happens because of the way marketing teams are judged and incentivized. It looks better to run a splashy campaign compared to building marketing systems. But with the systems come compound returns – and that splashy campaign stops performing when the media budget dries up.
Another factor that companies overlook is the fact that the return on marketing ideas are asymmetric. Organizations that value activity over results incentivizes employees to be busy rather than building value.
This is why I enjoy working with SaaS companies. Because the businesses and financials are run in a very systematic way, it is easy to sell the value of building marketing systems following the same approach.
Market systems are akin to performance optimizations in web development in the sense that several small improvements can lead to better user experience when combined. By following proven marketing patterns and iterating on them, businesses can reliably and repeatably make more money.