Marketing leaders should prioritize time return on investment (TROI), maintain granular oversight of budgets, and balance brand building with acquisition efforts, according to insights shared by marketing executive Omer Shai in a recent discussion on the 20VC podcast. The approach aims to maximize efficiency and improve outcomes across campaigns and channels.
Time return on investment as a core metric
Shai emphasized that TROI—measuring the speed and magnitude of impact relative to the time invested—should be a central lens for evaluating marketing strategies. Prioritizing initiatives that demonstrate faster, verifiable gains can help teams allocate resources more effectively, especially in competitive or fast-moving markets.
Granular oversight for large marketing budgets
Effective management of sizable marketing budgets requires detailed visibility into spending and performance at the channel and campaign level. Shai highlighted the importance of rigorous measurement, clear ownership, and disciplined optimization to ensure every dollar contributes to defined business goals.
Balancing brand and acquisition strategies
A strategic balance between long-term brand building and short-term acquisition efforts can yield stronger, more resilient results. Brand investments support trust and recognition, while performance marketing drives measurable conversions; aligning the two helps improve efficiency and sustain growth.
These practices are especially relevant for crypto and Web3 teams, where rapid market cycles and shifting consumer sentiment demand fast learning loops, tight cost control, and a unified approach to brand and growth.