A few quarters ago, I was advising a company in the fintech space that had recently raised a Series B. They had a strong product, clear positioning, and the budget to scale, but their user acquisition numbers weren’t moving.

On review, it turned out their latest hire (a performance marketer from a well-known agency) was applying cookie-cutter playbooks from entirely different segments. CPLs were high, creative fatigue set in early, and every new test felt like a guess.

We shifted gears and focused our energy on finding someone with real B2B growth intuition.

The new hire came from a SaaS background, spoke the language of sales alignment, and had clear hypotheses from day one. Within a month, they relaunched campaigns with tailored messaging and rebuilt attribution models to trace actual

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