Lightning Speed Podcast Ep. 5 | Biotech and SaaS | Greg Belkin

“People are not only looking to buy products. They’re looking to buy a relationship and support and hand-holding.” In this episode of Lightning Speed, Greg breaks down: the product marketing playbook for technically complex SaaS and biotech products, why consistency of message is the single most important positioning principle, and how to build the internal momentum that gets campaigns across…

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Fractional CMO Retainer Cost as a Percent of Your Marketing Budget

Most conversations about fractional CMO cost compare the retainer to a full-time CMO salary. That comparison has value, but it answers the wrong question for a funded founder who is deciding how to allocate a marketing budget. Understanding fractional CMO cost as percent of marketing budget gives you a more useful picture of what the leadership investment actually represents relative…

What Marketing Budget Will Your Board Approve Without Pushback?

The ability to justify marketing budget to board members is a skill most founders develop the hard way, after a long meeting that did not go the way they expected. Board pushback on marketing spend is not usually about the number itself. It is about whether the ask gives the board enough confidence that the spend will be managed deliberately.…

How to Budget for Marketing Before You Have a Marketing Hire

Running a marketing budget without a CMO is one of the most common situations funded founders find themselves in, and one of the most expensive to handle poorly. You have capital, you know marketing needs to happen, and you are making spending decisions that someone with CMO-level experience would approach very differently. This post covers how to protect your marketing…

Percent of Raise vs. Percent of ARR: Which Should Set Your Marketing Budget?

The percent of raise vs percent of ARR marketing budget question is one of the first decisions a funded founder faces after closing a round. Both are legitimate methods. Both are commonly used. And for most early-stage companies, they produce numbers so different from each other that using the wrong one at the wrong time can leave you either underinvesting…

Lightning Speed Ep. 4 | 300 Percent ROAS D2C Profitability | Rachel Wilkie

The key to performance marketing, and e-commerce is sending fewer messages with higher intent. That is what Rachel Wilkie does best. She has the results to back it up: 300% ROAS on a $27 million digital marketing budget at Merrell, P&L ownership for $300 million MAC Cosmetics brand and $110 million at Merrell. She has done over 300 Shopify replatforms,…

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