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The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch
20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane
Nov 29, 2023
Guillaume Cabane, a growth advisor with a strong background in SaaS at firms like Drift and Apple, shares invaluable insights. He discusses why understanding CAC to LTV is unrealistic for early-stage companies. He offers secrets for scaling from SMB to enterprise, emphasizing the unique challenges of each. Cabane highlights the importance of hiring former founders for growth roles and shares creative growth tactics, including 200 experiments Ramp conducts quarterly. His unique approach combines data-driven decision-making with innovative marketing strategies.
01:04:57
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Quick takeaways
- Focus on weight-adjusted pipeline dollars as the key KPI, rejecting vanity metrics and irrelevant engagement metrics.
- Test marketing channels by increasing budgets over several weeks to assess scalability and effectiveness before scaling back.
Deep dives
Focus on Weight-Adjusted Pipeline Dollars
In the podcast episode, the guest emphasizes the importance of rejecting vanity metrics and focusing solely on weight-adjusted pipeline dollars as the key performance indicator (KPI). Traffic and other engagement metrics are deemed irrelevant. The main goal is to convert engagement KPIs into tangible revenue figures, creating a pipeline that aligns with sales goals. The guest stresses the need for marketing teams to have a funnel-based approach, tracking pipeline figures at each stage and setting goals accordingly. The importance of lead scoring and its correlation with pipeline value is also highlighted.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode