Walk a Growth Initiative to Payback
Run a growth proposal through contribution, CAC, and payback gates before scaling.
Growth pressure Paid search demos jumped 42%, but the spend proposal is three times larger than last month. The risk is scaling demand before proving contribution and payback. Unit economics gate Lead -> customer -> contribution -> payback Each gate turns a marketing number into an operating number. Skip one gate and the decision can look better than the P&L will feel. Scale now Uses lead volume as proof. Scale only the segment that passes the payback gate. Growth spend is an investment, not a celebration of activity. 01 Unit 02 Contribution 03 Payback Define the unit Gate 1
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