Just wrapped up my week at SXSW in Austin.
Some highlights were getting to walk and workshop with Mark Roberge, co-founder of Stage 2 Capital, on The Science of Scaling and connect with fellow LPs. I led a VC workshop with 20 portfolio company founders and GTM leaders on when and how to get started with inbound acquisition through paid channels.
To answer: Are we ready to scale? If so, how fast?
Before you spend a dollar on ads
Most early-stage founders jump to paid too soon.
Or pick channels before they've defined intent.
In the workshop, portfolio companies consistently asked:
"Should we try LinkedIn?"
The right question first is:
“Where does high-intent demand already exist for you?”
Start with intent, not channel
The science of scaling
Mark's framework in The Science of Scaling is designed to help answer when to scale and how fast.
We mapped where paid fits within that model.
The readiness bar: Product-market fit plus early traction (~$1M+ ARR). If your sales team is spending 80% of their day hunting, that's a signal to start building inbound muscle. Utilize paid to find go-to-market fit, accelerate learnings and move into scale mode.
But only once you know your ICP and close rates.
Two models to think through before you spend anything:
PLG (product-led growth): Back into unit economics.
SLG (sales-led growth): Start with sales capacity.
A little fun mapping in real time below.
Not Mark and I 🤓-ing out on a random bench in Austin
Key Takeaway
Find product market fit.
Then use paid to speed up your learnings (aligned to sales)
If you want to learn The S.C.A.L.E.™ Method we are pressure testing across portfolio companies, I’m running a live training next week.
👉 RSVP to free live training next week (3/26)
The SCALE™ Series: 5 Steps to Profitable Acquisition
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