A common trend I find among businesses small and large is the reluctance to test marketing concepts. I'll admit that it is very easy to stick with a promotion if it is producing results, but I am an advocate both for using data in making decisions and testing new ideas in an effort to optimize campaigns. Why not challenge the paradigm and discover by devoting a specified amount of your annual budget to venture into new concepts? It can be 5% to 25%, the amount doesn't matter as much as building this mentality within your organization. Test call center scripts. Test landing page copy.