.png)
I watched a CMO burn €80K while the solution sat in his customer success team's Slack channel. The company had locked in €40K monthly for LinkedIn and Google Ads. Cost per lead hit €180-220. Only 15%...
I watched a CMO burn €80K while the solution sat in his customer success team's Slack channel.
The company had locked in €40K monthly for LinkedIn and Google Ads. Cost per lead hit €180-220. Only 15% qualified for demos.
Meanwhile, their CS team had built an email sequence for free users. Conversion rate: 8-12%. Cost: basically nothing.
But CS had no budget. The money was "allocated."
By the time they officially shifted resources, they'd wasted another €80K on campaigns that barely worked.
When they finally moved money to customer expansion, MRR growth jumped 40% in two months.
Companies treat marketing budgets like fixed costs. They lock in annual allocations and resist moving money even when data screams that something isn't working.
The budget becomes a constraint instead of a tool.
In SaaS, performance shifts in weeks. Ad fatigue sets in. CPCs spike. A competitor launches. Your best creative stops converting.
If you wait 90 days to react, you've already wasted a third of your quarter.
I ask CEOs: "What would five more of your best customers be worth this year?"
They do the math. "Our average customer is worth €50K in year one, so €250K in new ARR."
Then I follow up: "If I could reliably deliver those five customers for €50K total, would you write that check today?"
The answer is always yes.
We're not talking about marketing budget anymore. We're talking about buying revenue at a discount. That's a 5x return.
The conversation shifts from "marketing wants €50K and we don't know what we'll get" to "we can invest €50K to generate €250K in ARR."
Connect your CRM to your ad platforms. Set up one simple report: CAC by channel.
Then ask: "Where are we overpaying?"
Kill or cut channels that are 2x your target CAC. Move that budget to channels performing at or below target.
Set up a weekly 15-minute check-in on leading indicators. CPL this week vs last week. Landing page conversion rate. Demo booking rate.
If anything drops 20%, investigate immediately instead of finding out at the end of the quarter.
You can't optimize what you can't measure. So start with the data connection.
This week.
Most marketers I talk to are paralyzed by this. They see AI as a threat to their traffic, their MQLs, their entire funnel. They're not wrong to worry. But they're asking the wrong question. The question isn't "how do I get my traffic back?" It's "how do I get cited when AI answers the question?"
Schedule a demo call to uncover how our elevize Conversion Engineering™ turns your funnel into a
high-converting, revenue-generating machine.
.svg)
