Run the Numbers

Marketing as a Form of Capital Allocation With Carta's Head of Growth Angela Winegar

33 snips
May 6, 2024
Angela Winegar, Head of Growth at Carta, discusses how marketing is a form of capital allocation, ROI for media budgets, and the value of brand, demand gen, and growth marketing. She highlights the need for ROI in marketing and collaboration between CMOs and CFOs. Angela also shares anecdotes from her unconventional career path.
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ANECDOTE

Unconventional Career Start

  • Angela Winegar's first job was in the U.S. Treasury's markets room, reporting to the president on financial market activity.
  • This experience led her to consulting, then to a CMO role at Freshly Picked, a baby apparel company.
INSIGHT

Investing as Marketing

  • Winegar's experience at Summit Partners revealed that investing is essentially marketing capital, a commodity.
  • This realization shaped her view of marketing as capital allocation.
INSIGHT

Marketing as Capital Allocation

  • Marketing, like investing, requires strategic capital allocation across different channels and functions.
  • These functions can be seen as asset classes with varying return profiles and timelines.
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