Investing as a Funnel

Investing can be perceived as a funnel, where different firms operate on various ends of the spectrum. While growth equity firms focus on specific metrics and target profiles, others like floodgate adopt a consumer marketing approach, where pre-seed top-funnel marketing is broad and inclusive. Working at floodgate revealed a different investing model, showcasing the contrast between growth equity and consumer marketing strategies.

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In this episode, CJ is joined by Angela Winegar, Head of Growth Strategy at Carta and recovering venture capitalist. Having had an unconventional career path, Angela’s experience in the worlds of both marketing and investing gives her a unique perspective on growth. She and CJ discuss the parallels between marketing and investing and Angela explains how marketing is really a form of capital allocation. She sheds light on what the return on investment should be for media budgets and why CFOs should seek to better understand the differences in outcomes and timelines behind individual campaigns. She covers the differences between brand, demand gen, and growth, and the value of each. She also provides insight into marketing metrics and attribution models before sharing entertaining anecdotes from her unusual career.

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@cjgustafson222 (CJ)

@anggwin (Angela)

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TIMESTAMPS:

(00:00) Preview and Intro

(02:28) Sponsor - Maxio | Leapfin

(04:58) Angela’s Unconventional Career Path

(10:29) Marketing as a Form of Capital Allocation

(14:59) Expected Returns From Marketers Versus Investors

(15:44) Sponsor - Mercury | NetSuite

(17:56) What the Return on Investment Should Be on Your Media Budget