I think marketers should be lazy



Maybe "efficient" is the better word. But tbh I'd rather lazy over a marketer who doesn't understand the difference between activity and productivity



My job as a CMO is basically to make the company the most money while spending the least money



Hit our biz goals as efficiently as possible.



But I've been getting DMs from CEOs that sound like, "I feel like my marketing team is doing a ton of work, but we're not making an progress. What are we doing wrong? How do I change that?"



So, here's how you change that.



It all starts with a simple, reliable, and repeatable testing strategy that you team executes to learn things about your customers, then applies those learnings to the entire marketing funnel.



Stop, read that again, slowly^



I break down specifically how to test ad creative & landers in this episode of tactical & practical, and even share some juicy results of the first split test I'm running at my new job.



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