Marketing as a Form of Capital Allocation With Carta's Head of Growth Angela Winegar

In this episode, CJ is joined by Angela Winegar, Head of Growth Strategy at Carta and recovering venture capitalist. Having had an unconventional career path, Angela’s experience in the worlds of both marketing and investing gives her a unique perspective on growth. She and CJ discuss the parallels between marketing and investing and Angela explains how marketing is really a form of capital allocation. She sheds light on what the return on investment should be for media budgets and why CFOs should seek to better understand the differences in outcomes and timelines behind individual campaigns. She covers the differences between brand, demand gen, and growth, and the value of each. She also provides insight into marketing metrics and attribution models before sharing entertaining anecdotes from her unusual career.If you're looking for an ERP head to NetSuite: https://netsuite.com/metrics and get a customized KPI checklist.—SPONSORS:Maxio is the only billing and financial operations platform that was purpose built for B2B SaaS. They're helping SaaS finance teams automate billing and revenue recognition, manage collections and payments, and put together investor grade reporting packages. 🚀 Request a demo at www.maxio.com/runthenumbers for 10% off your first year.Leapfin is accounting automation software that automatically prepares and posts reliable journal entries. High-growth businesses like Reddit, Canva, and Seat Geek choose Leapfin to eliminate manual tasks, accelerate month-end close, and enable accounting leaders to provide faster insights to help their companies grow. To automatically standardize your revenue data with measurable business impact check out leapfin.com today. Mercury is the fintech ambitious companies use for banking and all their financial workflows. With a powerful bank account at the center of their operations, companies can make better financial decisions and ensure that every dollar spent aligns with company priorities. That's why over 100K startups choose Mercury to confidently run all their financial operations with the precision, control, and focus they need to operate at their best. Learn more at mercury.com.Mercury is a financial technology company, not a bank. Banking services provided by Choice Financial Group and Evolve Bank & Trust®; Members FDIC.NetSuite provides financial software for all your business needs. More than 37,000 thousand companies have already upgraded to NetSuite, gaining visibility and control over their financials, inventory, HR, eCommerce, and more. If you're looking for an ERP platform ✅ NetSuite: https://netsuite.com/metrics and get a customized KPI checklist. —FOLLOW US ON X:@cjgustafson222 (CJ)@anggwin (Angela)—TIMESTAMPS:(00:00) Preview and Intro(02:28) Sponsor - Maxio | Leapfin(04:58) Angela’s Unconventional Career Path (10:29) Marketing as a Form of Capital Allocation(14:59) Expected Returns From Marketers Versus Investors(15:44) Sponsor - Mercury | NetSuite(17:56) What the Return on Investment Should Be on Your Media Budget(19:50) Brand Versus Demand Gen Versus Growth(27:35) When to Do Marketing Internally Versus Outsource (30:56) Marketing Metrics and Attribution Models(35:55) Where Marketing Ops Should Sit Within an Org(39:55) Working for Obama and Working in Government Versus Startups(42:29) Angela on Meeting Michael Dell(43:43) The Efficient Market Hypothesis: Right or Wrong?(46:12) Insight Into Churn at Carta (49:05) Carta’s ICP of Lawyers This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit cjgustafson.substack.com