HOW to know WHEN you need new marketing tools

You have to match the complexity of your systems with the maturity of your company. So if you're very early stage, you do not need that big fancy multi touch attribution tool. If you're a primarily outbound driven business, what you need is like really great data and enrichment and an outbound prospecting strategy. Matching that to make sure that complexity and maturity are kind of in line with one another will save you a bunch of these headaches.

Yeah, I always keep harping on like how important company goals are and I think people kind of like roll their eyes on that. I've been fortunate to work with really talented people. I think through Drift we got exposed to like a lot of tier one companies because our involvement with Sequoia, like we got to do road shows and meet all these amazing people and it's like you can see this wildly successful multi billion dollar company and it's like actually no, the, the goals can be that simple. Things get more complex. But I see a lot of early stage companies, the marketing.

Goals are just.

Fundamentally misaligned from what sales is trying to do.