By establishing a TROI target (e.g., 11 months) that the company's finance team is comfortable with, the marketing team gains autonomy to spend without a fixed cap. As long as new investments are projected to pay back within that timeframe, the budget can scale indefinitely.
Omer Shai observes that many marketers get lost in emotional or abstract storytelling and forget why customers engage in the first place: the product. He advocates for a product-centric narrative that directly shows how it helps users achieve their goals, rather than burying its value.
When building a team for a new domain like AI, Shai intentionally seeks people with deep passion and native understanding, even with zero marketing background. He believes his team can teach marketing fundamentals but cannot instill genuine passion or an "AI-first" mindset.
Focusing on a blended, company-wide conversion rate is a mistake. A flood of low-cost, low-intent traffic might lower the overall rate but still be highly profitable. The key is to isolate and improve conversion for specific, valuable cohorts, like users from a targeted ad campaign.
Securing a Super Bowl commercial isn't a one-time payment. Networks often require advertisers to commit to a significant additional ad spend ("max spends") across their other programming throughout the year, making the total investment much larger than the spot price alone.
Wix's CMO views expensive brand activities like Super Bowl ads through a dual lens. While building the brand is key, the investment must also generate a measurable spike in relevant user traffic to be considered successful. All marketing, regardless of type, must be treated as an investment.
Omer Shai argues LTV is an unreliable, long-term guess. He prefers TROI, which measures how quickly marketing spend is recouped using short-term cohorts (1-28 days). This metric enables faster, more confident decisions on scaling successful channels and managing cash flow.
Instead of going all-in on one proven channel, Omer Shai advocates for a diversified portfolio. By pursuing 10 channels, you might get three amazing successes, three mediocre results, and four failures. This "three is bigger than one" philosophy de-risks growth and uncovers new opportunities.