This document discusses moving marketing efforts from incremental to exponential growth. It argues that companies seeking scale need to stop pursuing small, incremental tests and instead pursue high six-figure or seven-figure advertising opportunities to see true baseline lift. While objections about costs and risks will be raised, the document claims companies are too big to avoid spending enough to measure true impact and need to embrace bolder investments to learn fast, gain market share from competitors, and achieve true scale.

1. Path to Scale:
1
Moving from Incremental
To Exponential

2. At Oxford Road, we are
Agents of Influence.
Our mission: To grow
disruptive companies
with best in market
performance at
maximum viable scale.

3. We help young, tech
startups grow into rich
and famous brands
with spots and
endorsements on
Podcasts, Radio and
Television.

4. We’re frequently
approached by with the
same basic proposition:
“What’s the minimum we
can spend on a test?”
“If it works, we’ll spend
more!”

5. Everyone is afraid at
first, so we start out
with small, minimum
viable tests to build
faith.

6. ...but your business is
growing, and so is your
appetite. It’s time to
hunt for larger prey.

7. But there’s a challenge
that separates you from
the Promised Land…

8. You continue to pursue
INCREMENTAL
growth, hoping it turns into
EXPONENTIAL
growth.

9. You wonder:
“Is it really working?”
“Are we measuring it right?”
“Aren’t promo codes and vanity URLs
bad for our brand?”
“Are we buying the right programs”?
You find yourself spending time
worrying about optimizing $400 line
items.
You default to analysis because…
you’re supposed to be a tech
company.

10. Now you feel stuck
somewhere between
fear of loss
and
prospect of gain.

11. Board Pressure mounts
and demands you
maintain efficiency
while you scale.

12. ...while the competition
smells blood in the
water.

13. Good News
There is an easier way
to get to the promised-
land!

14. Here are your keys to
success:
1. You must know that your
product and funnel is good.
2. You must know that your
messaging is clear.
3. Most importantly, you
must…

15. Swing for
the Fences

16. Pursue High Six-Low
Seven Figure
Incremental Media
Opportunities.
...and
Burn Some Bridges

17. Face it: You are too big
to avoid spending
enough to see true
baseline lift.
Advertising without
baseline lift is flying by
instrument. You’re
going to have to spend
at new levels to gain
altitude.

18. The Great Marketing
Conundrum:
“How can I be
analytical in my
methods but bold in my
investment?”

19. Embrace the Objections:
“It’s too expensive, we don't have that
kind of money lying around"
“It will look terrible to the board if we
fail”
“Not sure we trust measurement”
“Not sure our funnel is ready”
“Can’t we just keep running small
tests?”

20. Reasons to Move Forward:
Learn fast and have road map
Put measurement doubts to bed
with true lift.
Gain market share from
competitors
Capture finite Endorsements
and Media Real Estate.
Achieve True scale.

21. But what if it doesn’t
all work?

22. Don’t worry, it won’t.

23. ...feel the BURN

24. ...But we will:
1. Test outside of comfort
zone
2. Learn Fast
3. Scale Big
- Increase the best
- Optimize the middle
- Cut the crap (and leave it
for your competitors)

25. You must have the courage
to trade
INCREMENTAL
for
EXPONENTIAL