Ben Taylor

I just, if you're asking me to make a decision on it, I think the brand risk outweighs the opportunity to get feedback with that much out there in marketing.

I just, if you're asking me to make a decision on it, I think the brand risk outweighs the opportunity to get feedback with that much out there in marketing.

Of doing less, if you're saying.

Of doing less, if you're saying.

Of doing less, if you're saying.

That's more to do with the brand's acceptance of risk than it is to do with the approach, frankly.

That's more to do with the brand's acceptance of risk than it is to do with the approach, frankly.

That's more to do with the brand's acceptance of risk than it is to do with the approach, frankly.

Well, yeah, but it's harder to measure and it's harder for people to understand, right? Like what matters in marketing? Okay, contribution to pipeline and bookings essentially at the end of the day. That's what the business leaders care about in the company is how much are you contributing to revenue essentially.

Well, yeah, but it's harder to measure and it's harder for people to understand, right? Like what matters in marketing? Okay, contribution to pipeline and bookings essentially at the end of the day. That's what the business leaders care about in the company is how much are you contributing to revenue essentially.

Well, yeah, but it's harder to measure and it's harder for people to understand, right? Like what matters in marketing? Okay, contribution to pipeline and bookings essentially at the end of the day. That's what the business leaders care about in the company is how much are you contributing to revenue essentially.

And the real risk for us internally by doing less is not feeling like we're able to articulate that we're contributing as much to pipeline and bookings, whereas the reality is the dilution I'm talking about is there is a idea among marketers that doing more equates to more bookings and pipeline, yet it's not backed by numbers usually. If you look at actually what impact is, it's really hard.

And the real risk for us internally by doing less is not feeling like we're able to articulate that we're contributing as much to pipeline and bookings, whereas the reality is the dilution I'm talking about is there is a idea among marketers that doing more equates to more bookings and pipeline, yet it's not backed by numbers usually. If you look at actually what impact is, it's really hard.

And the real risk for us internally by doing less is not feeling like we're able to articulate that we're contributing as much to pipeline and bookings, whereas the reality is the dilution I'm talking about is there is a idea among marketers that doing more equates to more bookings and pipeline, yet it's not backed by numbers usually. If you look at actually what impact is, it's really hard.

More volume doesn't equal more bookings, more pipeline. And so for me, it's saying, okay, let's still measure pipeline. Let's still measure bookings. Let's The strategy of how we implement it is way different than the volume equals that yield.

More volume doesn't equal more bookings, more pipeline. And so for me, it's saying, okay, let's still measure pipeline. Let's still measure bookings. Let's The strategy of how we implement it is way different than the volume equals that yield.

More volume doesn't equal more bookings, more pipeline. And so for me, it's saying, okay, let's still measure pipeline. Let's still measure bookings. Let's The strategy of how we implement it is way different than the volume equals that yield.

Yeah, it's easier for a company like us that have a longer sales cycle. It's not just, you know, a B2C style floor pop. You know, you've gone out with a programmatic campaign. You get a click, you get a purchase, right? There are arguments to be made for volume and placement having yield there.

Yeah, it's easier for a company like us that have a longer sales cycle. It's not just, you know, a B2C style floor pop. You know, you've gone out with a programmatic campaign. You get a click, you get a purchase, right? There are arguments to be made for volume and placement having yield there.

Yeah, it's easier for a company like us that have a longer sales cycle. It's not just, you know, a B2C style floor pop. You know, you've gone out with a programmatic campaign. You get a click, you get a purchase, right? There are arguments to be made for volume and placement having yield there.