Guillaume Cabane: Growth marketing requires a venture capital portfolio mindset
Guillaume Cabane · Guillaume Cabane: Why Your First Growth Hire Should Be a Former Founder | E1088 · 20VC with Harry Stebbings · Nov 29, 2023 · at 22:28
Guillaume Cabane, SaaS growth advisor and former VP of Growth at Segment and Drift, defines growth marketing as risk-adjusted experimentation under uncertainty.
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“Like an angel investor, like a VC, growth is a risk-adjusted way of creating value, ok? What that means is that I have limited information. When I'm an angel investor, I have limited due diligence. When I do growth, I have limited knowledge on that experiment, on that hypothesis. I'm gonna do some simple heuristics and say, hey, is this a worthy bet? If I make not one, not five, but 20 of those bets, Can one of those pay back all the failures? That is typically a Visa mindset, and that is the growth marketing mindset.”
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