The document discusses 5 marketing "fuck-ups" made by a company that grew from $0 to $21 million in annual recurring revenue (ARR) in a few years and from 5 to over 1,000 employees. The fuck-ups were: 1) stopping things that didn't scale, 2) listening to each other instead of data, 3) setting realistic instead of stretch goals, 4) hiring when needed instead of ahead of needs, and 5) focusing only on what worked instead of experiments. The key lessons are to not let limitations stop working, use data to guide decisions, make ambitious goals the actual goals, hire ahead of needs, and practice minimum viable marketing.

1. From $0 to $21MM ARR
Our Biggest Marketing Fuck-Up’s (& What You Can Learn From Them)

2. 0" 1" 2" 3" 4" 5"
Salesforce"
Workday"
Zenefits"
Years&to&$20mm&ARR&
Sa
W

3. From 5 to 1,000+ EE’s in ~2.5 years

5. FUCK-UP #1:
We stopped doing things
that didn’t scale.

6. What you can learn from it:
Don’t let your limitations limit you.
Work first. Worry later.
FUCK-UP #1:
We stopped doing things
that didn’t scale.

7. FUCK-UP #2:
We listened to each other.

8. FUCK-UP #2:
We listened to each other.
What you can learn from it:
D.R.E.A.M
(Data Rules Everything Around Me)

9. FUCK-UP #3:
We set realistic goals.

10. FUCK-UP #3:
We set realistic goals.
What you can learn from it:
Stretch Goal = The Goal

11. FUCK-UP #4:
We hired people when we needed them.

12. FUCK-UP #4:
We hired people when we needed them.
What you can learn from it:
Hire people you need 3 months from today.

13. FUCK-UP #5:
We focused on what worked.

14. FUCK-UP #5:
We focused on what worked.
What you can learn from it:
MVM (Minimum Viable Marketing)

15. Learn from our mistakes:
• Don’t let your limitations limit you.
Work first. Worry later.
• D.R.E.A.M
• Stretch Goals = The Goal (Ask: What if?)
• Hire for what you need in 3 months.
• MVM (Minimum Viable Marketing)