Post by Marcio Arnecke

I run on a roughly 70/30 model when it comes to budget and experimentation. 70% of what I'm investing should be working – proven channels, things I have some control over, bets I can stand behind. 30% is for experimenting. Things that might not pay off. Things where the outcome is genuinely uncertain. And even in that 70%, I've been wrong. I've invested in demand gen channels that looked right on paper and didn't convert. I've sponsored events where we had the right audience but the wrong follow-up motion. I've backed programs where the product wasn't ready for the conversation we were trying to start. Those aren't just budget losses. They're failures of the whole system – the operations behind the investment, the readiness of the team, the timing. You can make the right call and still get the wrong result if the infrastructure around it isn't ready. That's why I don't judge experiments purely on outcome. I judge them on what we learned and whether we had the right pieces in place to actually give it a fair shot. If you're not leaving room to be wrong, you're not leaving room to find what's actually working.