People person from a small town. Working hard to better myself everyday and will take on every project I have time for.

Chris Cunningham

Head of Marketing: We're ungating all of our content.
CEO: Have you completely lost your mind? That's 2,000 leads per quarter!
Head of Marketing: 2,000 fake emails from people who will never buy.

Meanwhile, our actual buyers can't share our content with their team because it's locked behind a form.

CEO: We need leads for Sales.

Head of Marketing: Sales hates these leads. Ask them. Jessica told me yesterday she'd rather have 10 people who actually read our content than 1,000 who used burner emails for a download.

CEO: The board tracks MQLs.

Head of Marketing: The board tracks revenue. Our competitors ungated everything last year. Their traffic 5x'd. Their sales cycles dropped 20%. Why? Because entire buying committees could actually access their content.

CEO: But how do we know who's interested?

Head of Marketing: Intent data. If someone reads 5 articles, watches 2 videos, and visits pricing, they're interested. If someone downloads one PDF and ghosts, they're not.

CEO: This is insane.

Head of Marketing: You know what's insane? Watching our gated content get 500 views while our competitor's free guide gets 50,000 and becomes the industry standard.

CEO: That sounds like a content problem...

Head of Marketing: No. It's a distribution problem because it doesn't have the chance to actually get shared.

CEO: Okay. But marketing will have no metrics.

Head of Marketing: We'll have the only metric that matters: revenue influence. When deals close 2x faster because buyers self-educated, you'll forget about MQLs.

CEO: Three months. That's it.

Head of Marketing: When our content starts showing up in every RFP because it's actually accessible, you'll give me six.

CEO: Don't push it.

PS - The companies obsessed with capturing emails are losing to companies obsessed with capturing attention. Gates keep people out. Value brings them in.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

Chris  Cunningham

We run 35+ social media accounts.

Post 2–3 times a day.

Distribution is everything.

Most teams have plenty of ideas.
What they don’t have is speed and consistency.

The fastest way to scale distribution?
AI.

I use VEED.

It’s browser-based.
No installs. No waiting.

Auto captions.
Auto crops.
Audio cleanup.
Smart cuts.

One long video ➝ dozens of clips across LinkedIn, TikTok, Shorts.

Turns long-form into short clips.
Resizes for Reels, landscape, Shorts.
Captions every post.

We pump out 10+ versions from one idea.

If you’re spending more time editing than posting, you’re not optimized for distribution. And someone out there will outship you.

Create once.
Distribute as much as possible. 

Peep the comments so I can hook you up!

If you want to hit 1M+ monthly impressions on social media in 2026 then read this carefully (and bookmark it for later):

- Post 5x per week minimum without fail. Most brands quit after week 3. Consistency IS the algorithm hack everyone's looking for.

- Every piece of content must pass the Rule of 3. Does it add value? Educate? Make them laugh? If not, don't post it.

- Short-form content first, repurpose second. Test on TikTok/Reels, then adapt winners for YouTube Shorts and LinkedIn.

- Set an audacious goal publicly and update weekly progress. Build in public, especially when you miss. Vulnerability drives 3x more engagement than winning.

- Create characters people can relate to. Our IT guy with a lisp got 6,000 shares because he was human, not a product demo. B2B buyers share content that makes them feel something.

- Test everything for 60 days before killing it. Most marketers quit at 30 days, right before the algorithm figures out your audience. Get real data, then either 10x it or move on.

- Build machines around winners. Test → find what works → systematize → hand off → find the next thing. Your job is building systems, not being the talent.

- Know your ICP so well you can predict what makes them stop scrolling. Not demographics. Psychographics. What keeps them up at 2 AM? Answer that and you own their feed.

- Make content about work itself, not just your product. Own the humor in meetings, deadlines, office culture. That's the biggest whitespace in B2B nobody dominates.

- Break the pattern of what they expect to see. If your content could work for any brand with a logo swap, start over.

- Cap video budgets at $3K-$15K even with more money. Some of our best content came when we were broke. Constraints force creativity. High production screams "ad."

- Build 12 internal influencers, not just your founder. One person can't carry your entire brand forever.

- Track impressions first, conversions second. You can't convert people who never see you.

- Platform-specific content, not lazy reposts. What works on TikTok dies on LinkedIn. Adapt the idea, don't copy-paste.

- Engage with every comment in the first 60 minutes. The algorithm watches how you react to your audience. Comments are free distribution.

- Test ridiculous ideas that don't make sense. Our most random D-tier concepts have become some of our best A-tier performers. The market tells you what works.

- Never celebrate one viral hit. Going viral once is luck. Monthly is a system. Build the system, not the post.

The brands hitting 1M+ aren't smarter, they just stopped overthinking and started shipping.

What am I missing?

PS - I'm Chris Cunningham and I run social media marketing for ClickUp.

Follow me for more actionable marketing tips & tricks.

No catchy hook here. Going into the new year I'm just grateful for:

ClickUp - I still can't believe how far we've grown and how hard we push. The best part is I get to build with my best friends that I care about deeply. Zeb Evans Wes Brummette Alex Yurkowski Gaurav Agarwal 

𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗼𝗻 𝗦𝘁𝗮𝗴𝗲𝘀 - Nothing gets me more excited than speaking to an audience and finding ways to help make them better. Forever grateful for Daniel Nackovski Thomas Sjöberg Tim Soulo Nathan Latka and so many more. 

𝗧𝗿𝘂𝗹𝘆 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗕𝟮𝗕 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 - The game is changing fast. I love working hard to be at the forefront of it. I'd be nowhere without my partner in content crime Mark Sommerville. He's a visionary and will be a household name soon. Michael Lim, how lucky am I to have weekly calls with one of the geniuses behind Alex Hormozi's content and so much more. Jim Friend, one of the best in AI video helping us stay ahead. Our video team Isaac Maltzer, Wyatt Kedinger, and Eric Cirillo. And my crazy content friends I learn from daily. Travis Tyler Ryan Quindlen 🦇 Obaid Durrani Aaron Morrissey Tim Davidson Todd Clouser Chris Cozzolino

Will McTighe who I'm launching a podcast with this year. The list goes on. 

Probably gonna end up on LI Lunatics on Reddit for this one, 𝗯𝘂𝘁 𝗜'𝗺 𝗮𝗹𝘀𝗼 𝗴𝗿𝗮𝘁𝗲𝗳𝘂𝗹 𝗳𝗼𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗶𝗻. I've had a blast learning the game and I can't wait to take it to the next level this year!

Our ClickUp Comedy IG has 414K followers, but our main brand account only has 397K. That's not a mistake - it's the strategy (and it's working). Here's what you can learn from a single company running 5 distinct Instagram accounts..

Most brands fight for attention on one account. We built an ecosystem instead (read the entire post and it'll make sense).

We run 5 different Instagram pages:
➝ ClickUp (main brand)
➝ ClickUp Comedy
➝ ClickUp Memes
➝ ClickUp on the Street
➝ Tips with ClickUp

Each one reaches a different audience.

Not everyone wants to follow "ClickUp" the company account. But they'll gladly follow ClickUp Comedy or ClickUp Memes.

Here's where this strategy gets really cool though.. We joint-post across all of them.

So if ClickUp Comedy has a video that hits 1M views? We joint-post it to the main account. Now the main account gets the reach without losing its identity.

The comedy page is growing faster than our main account. And that's perfect! It's by design because that way we're not competing with ourselves. We're building multiple distribution channels that all feed back to one brand.

Most B2B brands are still trying to figure out one account. We're running 5 and figuring out what content resonates with different audiences 5 times as fast.

Thoughts?

PS - I'm Chris Cunningham & I run social media at ClickUp.

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

[Story Time] - We couldn't afford ads early on at ClickUp. So we built a tool that notified us when competitors got bad reviews.

Every 1-star review on Capterra, G2, or TrustPilot = instant notification with the reviewer's name and company.

I'd find them on LinkedIn within minutes:

"Hey, I get why you hate [REDACTED]. We hated it too. That's why we built ClickUp."

Cost to build: $0 (just time)
Leads generated: Our first 100+ customers

No budget? Get scrappy.

While competitors spent millions on ads, we were sliding into DMs of their unhappy customers.

That tool alone got us to our first $1M in ARR.

What would happen if you contacted every person who gave your competitor a bad review this week?

We've posted thousands of videos at ClickUp. The ones that go viral all have these 5 things in common (save this):

A great video isn't luck. It's science.

(1) Shareable. If people don't want to hit the share button, it's not good enough. The real test is asking yourself if you'd send this in a group chat? If not, it's not ready.

(2) Commentable. You can make a great video, but if there's nothing to say about it, it won't go viral. People need a reason to engage. Give them one.

(3) Strong hook + headline. The headline is the first thing people see. "POV: You just started a new job" tells them if it's worth their time. Get it right or they scroll on by.

(4) Pacing. Is there a part where it gets boring? Cut it. One slow moment kills the whole video. Seriously. Be absolutely ruthless here.

(5) The button. Does it end well? Great endings make people rewatch or feel satisfied. Weak endings ruin everything that came before.

Most teams nail 2 or 3 of these. You need all 5.

But the one that matters the most is shareability. If it doesn't make someone hit share and send it to a coworker, the rest doesn't matter. That's the real metric.

Agree?

PS - I'm Chris Cunningham & I run social media at ClickUp.

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

Will probably get a lot of hate for this. But getting ahead of the workweek on a Sunday is pretty glorious

Most marketing teams think they have all the answers when it comes to creating content. That's why they lose. Here's what I tell every marketer (you're going to hate me if you don't have thick skin):

You're not the smartest person in the room, so stop acting like it..

The real problem is that marketers get stuck in a box. Even the most successful ones fall into this trap sooner or later.

You start creating the same type of content, thinking the same way you always have, and eventually stop seeing what's possible.

That's why at ClickUp, we do 4 writer's rooms per month. 1-2 of them, we bring in someone new:

→ A comedian
→ A content creator from a different industry
→ Even just another employee with a fresh perspective

We pay them to come with 3 ideas and help us punch up ours, which results in 30-50% of our best videos came from outside writers.

They bring perspectives we never would've thought of because they have different jobs, a different humor, and cater to different audiences.

The best marketing teams aren't always the most creative ones. But they ARE the ones who are most open to outside input.

Bring in fresh eyes that force new perspectives. Let someone challenge your ideas.

When's the last time you brought someone external into your content process?

Give it a try - you'll thank me for it.

PS - I'm Chris Cunningham & I run social media at ClickUp.

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

This content framework gets ClickUp 150M+ monthly impressions. I probably shouldn't be giving it away for free, but here it is - the ABCD Framework:

[Note before you read] - Most content strategies fail because you're chasing new ideas. Start chasing data that can make your success undeniable.

👇 The ABCD Framework (bookmark this to come back to later):

A = Proven Winners (40% of content)

Find your top performing content → Remake it weekly.. with a twist.

Our "HR guys dancing" → 30M views
Next week: "Finance guys dancing"
Week after: "IT guys dancing".

Same formula. Fresh audience. Guaranteed views.

B = Concepts That Work Elsewhere (30%)

See a competitor hit 10M?
Adapt their format. Make it yours.
(Copying = lazy. Adapting = smart.)

C = Trend Riders (15%)

Spot a trend like the aura farming posts everywhere?
Jump on it. ONCE.
Then move on. Trends die fast.

D = Wild Experiments (15%)

No rules. No logic. Pure chaos.
This is where our biggest hits are born.
(Our best video ever? Started as a D.)

The mix that prints views:
Mon/Tues: 2-3 A's (guaranteed performance)
Wed/Thurs: 1-2 B's (calculated risks)
Fri: 1 C + 1 D (swing for fences)

Track everything:
• Green = 100K+ views (becomes an A)
• Yellow = 50-99K (tweak and retest)
• Red = Under 50K (kill it)

After 60 videos, you'll have 5-10 A's.
That's your content engine for life.

We spent $500K learning this.
You just got it free.

Follow me (Chris Cunningham) for B2B content frameworks that actually work.

I give everyone the same social media advice. No one's ever regretted taking it. Here's what I tell them (send this to someone who needs to hear it):

Just. Click. Post.

Stop saving drafts, overthinking, and waiting for the "perfect" post.

Let the market tell you what works.

I've posted thousands of videos and what I can tell you from experience is..

→ Videos I thought would flop went viral
→ Videos I thought would go viral totally flopped

You never actually know until you post it.

The data only exists after you click post. Then you can double down on what works.

But most people never get there because they're stuck in draft mode.

Here's 4 stupidly simple steps you can follow..

(1) Post it. Even if it's not perfect. Especially if it's not perfect.

(2) Track what happens. Did people share it? Comment? Save it? That's your signal.

(3) Recreate what worked. Found a winner? Make 6 more versions of it with different angles & hooks for the same idea.

(4) Kill what didn't. If it flopped, move on. Don't defend bad content.

Click post. Let the algorithm do the rest.

Agree?

PS - I'm Chris Cunningham & I run social media at ClickUp.

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

We spend millions on marketing.

Most teams still can’t tell you what actually drives revenue. (And I totally get it - it's not easy!)

Clicks don’t matter.
 Pipeline does.

The hardest part of scaling isn’t doing more.
 It’s knowing what to double down on.

That’s why attribution matters. (Don't overthink on it, but always know as much as you can)

Tools like Dreamdata work because they connect the full buyer journey, ads, content, email, sales activity, product touches, and tie it back to real revenue.

Not last click.
Not vibes.
Not channel arguments.

Actual answers to questions like:
 • Which campaigns create pipeline
 • Which content accelerates deals
 • What buyers actually touched before converting

This is how real teams make better decisions.

At ClickUp, we think the same way.

 One source of truth.
 Less noise.
 More momentum.

If you can’t explain how revenue is created, you can’t repeat it. And trust me, when you get something working well, you want to repeat it as much as possible!

Some of our most viral videos came from ignoring the script & breaking a Hollywood rule that drives most traditional directors crazy. Here's the rule we follow & what it means:

"Let them play"

We spend hours writing scripts. perfecting hooks, and planning every detail.

Then we get to set and our actors say: "We have a cool idea."

That's when we let them play.

We give them 15 minutes to try their version without a script. Just pure creativity.

If I'm being honest, some of our biggest videos came from those moments.

Here's why it works:

→ Actors know what feels natural in the moment
→ Spontaneity creates authenticity
→ The best ideas come when you're not forcing it

Most brands are too rigid & they stick to the script no matter what. That's a huge mistake.

Yes, you need a plan & structure..

But you also need to trust the people you hired.

If your actor has an idea, let them try it. If your writer wants to test something new, give them space.

The best content comes from a careful mixture of structure and chaos.

Plan it. Then let them play.

When's the last time you let your team go off-script?

PS - I'm Chris Cunningham & I run social media at ClickUp.

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

In the early days, ClickUp had one goal: ship features faster than our competitors. But we were a 5-person dev team & we couldn't afford a huge QA department. So we turned our bugs into a "feature".. We told our users:

"Find a bug? We'll give you free ClickUp."

Our most engaged users became our bug hunters. They'd test every feature, report issues, and we'd fix them immediately - sometimes same day.

Then we'd message them: "Fixed. Shipped today. Thank you."

This did three things:

(1) Gave us free QA from people who actually cared about the product
(2) Built loyalty with early users (they felt like part of the team)
(3) Let us ship 10x faster than competitors who were stuck in release cycles

Our competitors were planning quarterly releases. We were fixing bugs before lunch.

The lesson is that speed usually beats perfection. Your users would rather have new features with occasional bugs than wait 6 months for a "perfect" release.

Embrace the chaos. Fix fast. Keep shipping.

Andreea Moise


If you're out there thinking:

" influencer marketing doesn't work 😞 "

" hard to measure any ROI from influencers 😫 "

" influencer marketing is too expensive 😳 "

" it's hard to vet influencers and find the right ones 😕 " 

" it's too complicated and time consuming 😵 "


>>> I'm here to DEBUNK EVERY SINGLE ONE of those thoughts.


Here are some of the things I've done for my clients&brands I've worked with:

- Got to positive influencer ROI in 90 days on 4 fig budgets

- Got started with 0 budget and scaled to spending 5 fig a month

- Generated 6 and 7 figures in direct revenue from influencers within various programs

- Got up to 90% posting rates in seeding campaigns ( even for newly launched brands)

- Generated 40+ millions views from long form content on Youtube to date for brands

- Managed 100s of influencers/month both as a single influencer manager and leading teams up to 10 influencer specialists in-house

- Developed simple and efficient frameworks that allow ANYONE to get started with influencer marketing in just 7 days and build a fully functional in-house program

🏆To date, I have coordinated and managed over 10.000 end to end influencer collaborations.

Are these guaranteed results for you too? 

🙅‍♀️ NO, and I'll never make any promises or plans 1. before understanding what your goals actually are and 2. understanding what your 5-years-from now vision is for your brand.

⏭ What I focus on primarily are LONG-TERM results (that's why I'm YOUTUBE first), because while quick wins are definitely a tasty treat, they won't help build a sustainable and scalable influencer model that truly supports your success.

🔃 I prioritise doing work that keeps on giving, for YEARS to come, regardless if you're still working with me or not.

So if you're ready to start with influencer marketing or need help scaling your existent program >>>

📲DM me if you’re looking to start building the right way

OR send me a quick email at andreea@thehypemaven.com

Influencer Marketing Consultant

- I help you start your influencer marketing from scratch, the right way
- I identify, untangle, and help you solve any bottlenecks or challenges in your current influencer marketing approach
- I use my almost 10 years of marketing and influencer marketing experience combined to help you set realistic and achievable goals that are aligned with your business to the core
- I teach you how to look for, recruit and train the best influencer marketing specialists for your team
- I create the the most streamlined custom Influencer marketing framework for your business and teach you how to use it to the max
- I teach you how to build relationships and influencer communities that truly love, support and advocate for your brand

On the list of unhinged things in my inbox this week:

- An influencer sent a media kit asking for an extra $500 to mention their affiliate link in a video
 
- A manager sent an initial offer of 8k - we said it's out of budget and we'll keep in touch. They came back and offered 5k. And then came back again and offered...$600.
 
- One Tik-Tok affiliate sent 17 emails in a row, convinced we're hiding sales from her, despite sending her several screenshots and assurances we're not. In her words her ONE 'viral" video should have sold thousands by now. Her current GMV is $360 and her viral video has 56k views and it's 15sec long.
 
- Another regular affiliate shared the code and link they got from another brand, ignoring our repeated notifications. Now they're asking for the commission from our client
 
- One influencer changed her mind and said she should be paid more for the collaboration (after signing the contract and acting super excited for 2 weeks straight) because she "technically" didn't like the product that much but made a nice video about it.
 
- Another one sent a media kit (when will the media kit era end??) and asked for 20% out of the $1500 colab fee to be paid for DAILY USAGE. Yes you read that right, 20% out of $1500/ per DAY.
 
I couldn't make these things up even if I wanted to
 
This is not to bash anyone, honestly I can understand (almost) every side of these.
 
It's to show what influencer marketers have to deal with on a daily basis. When dealing with people you have to expect the unexpected but also to handle situations you've never imagined you'd have to.
 
A lot of times when stuff like this happens, there's really nobody to ask for a solution. 

You have to find it for yourself, because trust me sometimes bringing in people from other deps that don't understand this channel can result in unnecessary drama (ask me how I know lol)
 
What unhinged stuff do you have in your inbox this week?

In-house Influencer Ops&Strategy | Own your influencer program

Just a kind reminder - influencer marketers and social teams spinning content and activations within timelines like 7 days



is not the norm.
 
We do it because we love what we do and we're damn good at it.
 
And we're also a lil crazy.
 
But it's not a signal to take it for granted and it's not the basis to build a healthy program.
 
If your teams are finding themselves put into that situation REPEATEDLY - it's not because you hit the talent jackpot.
 
it's because the brand's internal communication systems are a mess and we're professionals and get shit done no matter what.
 
framing it as a "we're super driven and DOers" is just slapping a cheap motivational label to hide the real problem.
 
that's it for today

One of the most outdated advice I see - is "give influencers freedom to create!"

This why freedom is not the answer to all your influencer problems and most def not why content is flopping:
 
➡️ Influencers don't know your buyer. 

You don't know it well enough either, because it's always evolving and most brands, have NO idea what type of content their customers actually consume. 

Unless you give actual insight in your brief, you're both running on expensive assumptions.
 
➡️ "creators know their audience best!" - 

great, so ask them what kind of content their audience consumes other than theirs, what interests their audience has, what types of user categories they reach on a regular basis and what products/services their audience buys. 

I'm gonna get a lot of hate for this one, but 90% of creators out there have no idea why they have a following.
 
The point above illustrates that brands and creators have different goals: Brands have ICPs (idea customer personas) and creators have IVPs (ideal viewer persona). When these overlap, you have alignment and traction.
 
➡️ Creators have different purposes for creating content and monetisation.

We keep fighting over who has influence and who doesn't and the answer is: whoever is crystal clear about their goals. 

Some are stellar at selling (affiliates), some know how to go viral, some are brilliant at retention, some know how to get engagement, some build community, some earn trust with value driven content, some will be able to entertain anyone from 5 to 90 years old etc. 

You get the point. FIGURE OUT if that creator knows their goal. If they do - small guidelines will work just fine. If they don't, less freedom is better. You're not impairing them, you're guiding them.
 
➡️ Creators actually love good insight and support - we see this especially on Tik-Tok when a simple tweak in the brief can jump GMV in a matter of weeks. 

It's significantly harder for them to try and figure out what each brand wants and how to deliver to them when it's not clearly stated or supported by a good brief.
 
➡️ Any type of brief works. I've sent 12 pages of text, slides, looms, pdfs, screenshotted pngs to a whatsapp DM. You just have to adapt it to your product, category and creator type you're working with.
 
➡️  If you need to send a brief with a lot of guidelines - EXPLAIN WHY. 

Tell them - hey this is data we have from 1k ads we've ran, and we know this stuff works. But open to suggestions on how to adapt these to your style and approach!". 

If the creator is adamant it won't work for them -  it's a vetting problem.
 
if there's pushback - go with their recommendation but ask for a failsafe if it doesn't work. If they promise their way will go viral or sell more but it doesn't - who takes the responsibility?
 
At the end of the day it's a balance and a collaboration - not a tug of war.
 
When you give "freedom" - as a brand you're shifting the responsibility of impact completely on the creator.

how it feels managing multiple client influencer programs while having the flu 

brb im going to chug some ginger tea and try to remember how to format a doc

My starting salary as a influencer marketing specialist was $400/month. 

This was for a full time position, handling a portfolio of around 2k influencers that I built from scratch. The biggest catch?

We did mainly Youtube collabs and had zero budget (barters exclusively). I bet a lot of people reading this might go "that's insane." But that's what we did and hit targets every single month.

So you can imagine the workload was not breezy plus this was my second full time job in addition to being a digital marketer in-office.

So that's why when I started hiring and building teams one of the first things I always wanted to set up properly was fair pay and bonus systems.

There's not a lot of talk about money in general and I get it, really.

There's obviously a geographic, experience, timeline, current economical state and all that linked to how much an influencer marketer gets paid.

However what I've noticed even fast-forward into today - is that this role seems to be very undervalued. There's still a lot of opacity around how much time, effort and resources goes into it and what's fair pay based on all these factors.

Add that to the constant underestimation of the impact that this channel has especially when starting from zero.

But then we run into another thing: even though this is a big industry - a lot of companies have never hired influencer marketers before and benchmarks are practically non-existent.

My friends over at Modash have been tackling a lot of these thorny subjects in their surveys, and this one might be my favourite by far.

They created a survey to collect this data (completely anonymously) and give some insight into what payment ranges look like for these roles and share it with the world.

If you have 10min of time on your hands, check the survey out and give your input too. 

Here's the survey >>

Open article: State of Influencer Marketing Careers 2026 by form.typeform.com

State of Influencer Marketing Careers 2026

High performance influencer programs suck for the internal teams.

And before I hear "UHM MayBe bC You DoN't do It LoL" > 90% of my clients are performance. That's what I do all day long.
 
By nature of what I do I don't work with anyone that doesn't have influencer at the core of their revenue growth.
 
They ALL care about sales, ROI, GMV and profit at the end of the day.
 
Here's what it looks like from the inside:
 
- Weekly grilling about performance metrics that are not supposed to be measured weekly

- Expecting accountability for sales metrics from non-sales people that have to contract other non-sales people to...sell.

- Measuring everything so granularly until they loose track of what impacts revenue in the first place

 -Wasting time tracking every dollar instead of zooming out and understanding incrementality

- Disconnection from the other marketing channels that should work together bc "every one channel should pull their weight. in a void."

- Daily/weekly high stress environment and high turnover

- Toxic competition being encouraged instead of competitive team collaboration

- Lack of creative freedom and support to grow and learn something else than producing sales
 
The absolute most successful clients and brands I've worked with to date - are the ones that saw the big picture.
 
Every single influencer marketer I've talked to that's pressured to make sales non-stop is saying the same thing:
 
"we GET the conversion talk and the sales targets.
 
What's soul sucking is being told that the impact of the channel is limited at last click attribution.
 
That we're not here to build sustainable revenue, but push every single influencer to nonstop peddling of discount codes so we can "prove" it works over and over again.
 
The moment a slight dip appears for reasons out of our control, eye of Sauron is right back on us."
 
I've also seen these have a major structural problem: they're hyperfocused on acquisition > but they can't for the life of them tell you what happens after the first sale.
 
I once asked a potential client if they've ever ran cohort analysis to understand if their LTV was healthy, bc the acquisition numbers vs the actual growth wasn't adding up. I got major side eye.
 
My point is > performance IS IMPORTANT. It's never about sales vs views.
 
But how we frame it in order to build sustainably is what matters.
 
If you're in a growth phase and need the runway and cashflow, by all means go crazy. That's the game in the beginning. The most important thing you can do at this stage is give your team room to experiment and go hard.
 
But always keep in mind that it has to be something your team can sustain long term.
 
You cannot force increase that 3% that's in the market to buy right now no matter what you do. If your focus is on that only, your brand is not growing, it's living from month to month.
 
So your goal is to always prep the ground for the next 3% that becomes active, and the next one and the next one.

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The Battle

Chris Cunningham

Andreea Moise

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taplio

The Battle

Chris Cunningham

Andreea Moise

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Chris Cunningham's LinkedIn Performance

Performance ScoreAndreea Moise's LinkedIn Performance

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Performance ScoreChris Cunningham's LinkedIn Performance