The Critical Role of Sequencing in Marketing, According to Leonardo Freixas

In a recent LinkedIn post, Leonardo Freixas challenges a common misconception among businesses, arguing that many teams don’t face a fundamental marketing problem, but rather a critical issue with sequencing. Freixas contends that while individual marketing tactics like advertising, promotion, and public relations can be effective on their own, their isolated application often leads to suboptimal business outcomes.

Freixas highlights the significant cost associated with uncoordinated marketing efforts. When tactics are deployed without a strategic order, businesses risk acquiring customers who may not be long-term valuable. As Freixas points out:

“You acquire whoever responds first. Not who stays longest.”

This lack of a coherent sequence, according to Freixas, can negatively impact various aspects of a business. The author explains that messaging can become diluted, focusing on immediate conversions rather than customer longevity. Pricing strategies might inadvertently chase the sale instead of the customer’s true needs, and customer retention can suffer as a consequence.

The Cost of Isolated Tactics

Freixas elaborates on how the absence of a well-defined sequence leads to inefficiencies and misaligned business objectives. The core issue, in his view, is not the failure of the individual marketing tools themselves, but the incorrect order in which they are applied.

Messaging and Pricing Drift

According to Freixas, when marketing tactics fire without proper order, the messaging naturally drifts towards what promises quick results. This can lead to a disconnect with the ideal customer profile. Similarly, pricing decisions can become reactive, focused on closing a deal in the short term rather than building a sustainable customer relationship.

“Your messaging drifts toward what converts fast. Your pricing starts chasing the close instead of the customer.”

This reactive approach, Freixas argues, erodes customer loyalty over time, a critical factor for long-term business health.

Rethinking Marketing Beyond Individual Tactics

Freixas redefines marketing not as a collection of disparate activities, but as the strategic decision-making process behind their orchestration. The true essence of effective marketing lies in the timing, restraint, and discipline to execute a well-planned sequence.

“Marketing isn’t the ad. Or the PR hit. Or the promo push. It’s the decision behind the order. The timing. The restraint. The discipline to hold the play.”

By emphasizing the importance of control over the sequence, Freixas suggests that businesses can avoid letting market fluctuations or immediate pressures dictate their strategy. He concludes with a stark warning:

“Control the sequence. Or the numbers will start making the decisions for you.”

Freixas’s insights underscore the necessity for businesses to move beyond tactical execution and focus on the strategic orchestration of their marketing efforts. By mastering the sequence, companies can ensure their marketing investments are directed towards sustainable growth and customer value, rather than fleeting, isolated wins.