I'm Hiten Shah, Co-Founder and CEO of FYI. AMA =)

[Hiten (Hiten Shah)]

@wingman4sales

The post on billion dollar mistake resonated quite a bit. In my case this is more around GTM/Marketing/Sales ideas. How do you strike a balance between speed of running tests and letting tests run more deeply to see outcomes?

I would say that you need to have set budgets or amount of traffic and/or conversions for a test in order to know before you even start what will cause you to stop running the test and evaluate it. In marketing it’s really easy to move from idea to idea without going deep into any single idea you try to execute. The most helpful thing I can suggest is to have a hypothesis about the outcome of each campaign even before you start it. If you create this for every campaign you want to try, it even makes it a lot easier to choose which ones you start in the first place.