Performance marketing is essentially the only way most startup marketers can go. The reason is that they generally have 6 to 12 months to prove themselves as performance marketers. Generally the CEO has sold some insane growth model to the VCs. As a marketer, you do the math: $ growth required/ASP = number of deals. You get to your lead targets by reversing the funnel (Closed Won -> Opportunity -> Lead). And you see you need a sh*t-ton of leads to ever get close to hitting that number. And you need them quick because the number just bigger every quarter. So you can't even think about long-term approaches - you have to grab at tactics that you know can maybe generate the number of leads - even if you know in your heart-of-hearts that they won't generate anywhere near the number of opportunities.This is all just my opinion and I'm sure there are better marketers than me that make this work, but this is what I've seen happen in too many VC-funded/backed companies. And it gets even harder when we're at the super levels of funding that we're now seeing. So if I'm a relatively small company (funded to $50m) that is spending $5m a year on marketing, and I'm competing against a company with $500m in funding and, say $100m on marketing, then it's even worse.
disgruntledphd2|4 years ago
But, as you said, the incentives point towards terrible outcomes, so this keeps happening.