Bookings vs Profits: Can They Co-Exist in B2B Marketing?

By Matt Heinz, President & Founder of Heinz Marketing
The CEO of a venture capital-backed start-up once told me he was willing to spend 100 percent of a target customer’s lifetime value if we could get them signed and add their logo to his fundraising deck.
He was, quite literally, hoping to break even on his customer relationships just to live another day.
In the VC community, that’s seen as aggressive but not necessarily crazy.
On the other hand, I can hear my private equity friends choking on their sensible lunches at the sound of this.
For many companies trying to prove they should continue to exist, signing customers at all costs is a legitimate option.  Getting the next round of funding isn’t necessarily about proving you can do it at a profit, it’s about proving that target companies will part with their own hard-earned money to solve the problem you address.
In other words, a