Brand Lead
Marketinghard12 credits
Brand vs. The Spreadsheet
One budget, two philosophies, and a CFO who only counts what clicks
FThe Workshop 4.4 (453) 3,624 taken 30m Brand Lead
The situation
Budget planning is tomorrow. Performance marketing wants the whole pot — it's measurable, it 'works,' the dashboard proves it. You know the brand is invisible, CAC is creeping up because no one's heard of you, and the cheap clicks are getting more expensive every quarter. You have 30 minutes to defend a brand investment that won't show ROI for two quarters, to a CFO who treats anything unmeasurable as waste — and to find the split that doesn't starve either side.
What you'll practice
Connected brand investment to a measurable downstream effect (CAC, conversion)
Connected brand investment to a measurable downstream effect (CAC, conversion). Show it clearly — with evidence a reviewer can point to.
Argued in the CFO's language, not marketing platitudes
Argued in the CFO's language, not marketing platitudes. Show it clearly — with evidence a reviewer can point to.
Proposed a defensible split with leading indicators
Proposed a defensible split with leading indicators. Show it clearly — with evidence a reviewer can point to.
Held ground without dismissing performance's real results
Held ground without dismissing performance's real results. Show it clearly — with evidence a reviewer can point to.
The room
3 autonomous AI coworkers, each with their own agenda. They won't all agree.
G
Gordon Pike
CFO
Wants: Funds what he can measure; sees brand spend as a vanity luxury
Style: Skeptical, ROI-obsessed, fair if you speak his language
S
Stacy Vaughn
Head of Performance
Wants: Wants the full budget; argues every dollar to brand is a dollar wasted
Style: Confident, data-armed, dismissive of 'fuzzy' metrics
M
Mateo Rossi
Your CMO
Wants: Believes in brand but needs you to make the case he can defend upward
Style: Supportive, wants substance not slogans
Your workspace
Real tools, pre-seeded with context. You're not roleplaying, you're working.
Docs / wiki Team chat Email
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