DeAnna Ransom
Independent research
Independent research · Executive brief no. 1
The Proof Gate

Hire, Buy
or Partner

Three ways to add marketing capability in a middle-market company, and one test for deciding which one can show a result inside two quarters.

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Written by
Deanna Ransom
Growth and go-to-market executive who has carried a revenue number and a marketing budget at the same time.
Sponsored by
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Executive brief · PDF
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Want help applying the four conditions to your next marketing investment?

A new hire shows up on the org chart whether or not it paid off.
A productivity gain only shows up if someone measured it.”

The test

The Two-Quarter Standard

An investment can be proven only if four things are set before the money is spent.

1
A captured before
Today’s number, written down and dated before the work starts.
2
One named metric
Not a dashboard. One number the investment agrees to be judged on.
3
A window with a date on it
A read date inside two quarters, before the decision that renews the spend.
4
A published result
Someone reports what happened on the date they said, including when it did not work.

Miss one of the four and the investment cannot be proven. Spending that cannot be proven is the first to go when the budget tightens.

Three options, one test

Hire, buy or partner

One budget, one revenue number, three ways to add capability. Each is scored against the same four conditions.

Door one
Hire
Right answer to a capability you will need for years; wrong answer to a number due in two quarters.
Door two
Buy the tool
Right answer to a throughput constraint. The starting number belongs to the vendor, and so does the proof.
Door three
Partner
The only door where all four can be written into the deal, and only if the buyer asks.

The full scorecard, the evidence behind every cell and the five questions to ask before the money moves.

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