I Was Wrong About Marketing ROI. Here’s What $100,000,000+ in Sponsorship Sales Taught Me.

Per Jason Lemkin of SaaStr, who's managed over one hundred twenty million dollars in sponsorships over the years, he spent years thinking about marketing all wrong. He believed companies facing growth slowdowns should market harder, not pull back. That seems logical — if demand is slowing, shouldn't you fight for customers? But after analyzing years of real sponsorship data, the market's instinct proved right. Here's the key: marketing amplifies demand that already exists. It doesn't create demand from scratch. When a company has strong product-market fit and momentum, each marketing dollar delivers five to ten times the return it would for a struggling company. Lemkin's bottom line: if you're crushing it, market aggressively and pour fuel on the fire. If you're stuck, fix your product first.

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