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I like to use a simple shorthand for thinking about go-to-market investments, something I call the three P’s: push, pull and pricing. Push investments are those that grow the channel or distribution. Pull investments literally pull in customers so they’re the ones focused on acquisition and retention of existing customers. Pricing is really anything that has to do with your pricing model, including everyone’s favorite: discounts.
So, if those are the buckets that you pour marketing investments into, how do you figure out how much you should be pouring in? This is one of the most elusive questions in marketing.
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