Most businesses have a marketing plan. Very few have a marketing system. The difference between those two things is the difference between a business that grows consistently and one that stays perpetually busy without gaining ground.
A plan describes what you intend to do. A system does it, repeatedly, without you standing next to it every time. At Roman Media Group, every client engagement is built around the Internet Driven Sales System precisely because intention without infrastructure produces activity, not revenue.
When a lead comes in and nothing happens automatically, that is a system gap. When a campaign runs and nobody can tell you which part drove the result, that is a system gap. When the phone rings after hours and goes to voicemail, that is a system gap. The IDS System closes every one of those gaps and connects them into one engine.
Thomas Roman wrote about this principle in depth, tracing it back to what Lee Iacocca built at Chrysler when he inherited a company full of plans and empty of systems. Read the full article on thomasroman.com.