If I asked you what your revenue target is for this quarter...
Could you answer without hesitation?
I sit at a pretty interesting intersection as both an investor in companies and a GTM operator helping them accelerate growth.
Which means I get to work with founders and boards to align growth targets, and create marketing strategy to ensure we’re progressing toward the right goals.
That said, there’s a lot of founders I talk to every week who barely know their growth goals. They just want to “scale.”
Don’t scale chaos.
Most businesses start with ads. The problem?
Advertising only works when it’s aligned with your GTM motion.
(PLG vs SLG) » just a fancy way of saying product or sales-led growth.
Are you driving product trials? (PLG)
Do you have a sales team? (SLG)
A mix of both?
If you're blending signals and unclear on unit economics...
How do you know what's working?
What return on investment you're even getting?
Align Ads to Your GTM Motion
If you’re investing ad dollars, get clear on how you close deals.
PLG? Ads should drive trial signups and activation.
SLG? Ads generate qualified pipeline for your team to close.
Hybrid? Track each motion separately. Mixing them creates noise that makes it difficult to optimize.
But you know better because you’re reading this, so take this to your next board meeting and see the energy shift.
Key Takeaway
Paid advertising is a growth lever.
But only when it’s aligned. Don’t scale chaos.
🌟 SIGN UP FOR JUNE WORKSHOP 6/25
Aligning Advertising to Your Go-To-Market
June 25 I General: $97, VIP: $197
50% off for newsletter subscribers. Code SCALE50.
I'll walk you through the exact framework I use with founders, boards, and teams to align advertising strategy to hit growth targets.
Spots are limited.
Excited to see you there!