BRAND / PERFORMANCE

The Binet & Field 60/40 rule — calibrated to your stage.

B2B brand earns 30-day-cheap pipeline; performance earns this-quarter wins. Most startups under-invest in brand and don't realize until growth stalls.

$2M
$100K$20M
40%
5%80%
40% Brand
60% Performance
BRAND—
40%
  • Category narrative + positioning
  • Long-form content + PR
  • Events, podcasts, founder-led
  • Design system + creative work
  • Payback: 6–18 months
PERFORMANCE—
60%
  • Paid search + social
  • SEO + intent-driven content
  • Outbound / SDR + ABM
  • Lifecycle + activation
  • Payback: 0–3 months
12-mo pipeline lift est.
—
Combined brand × perf effect
Spend efficiency grade
—
—
Distance from optimal
—
vs stage-typical mix
——
A senior brand-and-performance operator rebalances this in 60 days. Rebalance the mix