Chapter Two: Case File 2. The Branding Blackout & The VC Playbook
Clue #1
Brand-building has been cast aside in the VC world. Long-term marketing strategy? Irrelevant.
Demand-gen, performance marketing, and direct acquisition? That’s where the money goes.
Mary had warned them. But they didn’t listen.
“Look,” Victor said, arms crossed. “Startups don’t have time for theory. They need results. Fast.”
That’s when Ivor pulled out the classic VC playbook, where marketing is treated as a means to an exit rather than a long-term growth driver.
The problem with this? Sustainable companies aren’t built this way.
The evidence is clear. Startups that invest in brand marketing early tend to scale more sustainably. Yet, in the high-pressure world of VC, long-term investment is seen as a luxury, not a necessity.
Even in B2B SaaS, where customer trust is critical, many startups under-invest in brand-building, focusing solely on lead generation.
The result? High churn, poor differentiation, and marketing teams stuck on a treadmill of short-term tactics.
The Board & Investors. The Pressure to Deliver Fast Returns
The detective looked at the financials. The answer was right there.
VC investment had dried up. Private equity firms were demanding faster returns. Growth was no longer about building something sustainable, it was about getting to the next funding round, the next multiple, the next exit.
"We don’t have the luxury of patience," Victor snapped. "We need results. Fast. If marketing can’t deliver, then we’ll find another way."
Short-termism wasn’t a leadership flaw.
It was a survival mechanism.
And marketing? Marketing was too slow for the new game.
The Venture Capitalist leaned forward, unfazed.
"Sure, maybe we prioritise short-term growth. But you can’t argue with results."
Ivor slid another file across the table.
Failed startups, skyrocketing Customer Acquisition Costs (CAC), and brands that couldn’t survive once funding dried up.
“You weren’t the only one involved in this,” Ivor said. “But you helped pull the trigger.”
“Mary Marketing had become a machine for short-term metrics, not a strategic growth function. And you had pushed the gas pedal so hard, she burned through everything in the tank….
….No further questions.”
But Ivor wasn’t done.
His attention turned to the next suspect in the room.
To be continued……
More on “The Disposable CMO”.
If you’re enjoying the story so far, why not share it with someone who you think will also enjoy the investigation (perhaps not your VC! ☺️)….
Until next time…… 🔎
Disclaimer: Who Shot Marketing? is a creative exploration of the challenges facing the marketing profession. All characters, events, and scenarios are fictional and intended for illustrative purposes only. Any resemblance to real persons, living or deceased, is purely coincidental.