“With great growth comes great responsibility” – Uncle Ben.

Thinking about scaling? Consider these challenges before you do.

Costs

Expanding across markets, or new customer segments has to be done with precision, otherwise your business is risking to cannibalize it’s new growth for newly increased costs. A solid foundation of tracking data has to be available for progress to be fully transparent & measurable. Without proper tracking metrics like CAC, ROAS, & CPL your marketers wouldn’t know if your new marketing initiatives are profitable. Furthermore, you wouldn’t be able to make use of algorithms in more advanced PPC campaigns like Target CPA or Target ROAS on platforms like Meta & Google Ads.

Strategy

When aiming to expand in new markets & customer segments, careful planning and strategizing has to be performed. These new markets often have specific needs that need to be reflected within your marketing efforts. Different messaging & angles might need to be created.

Manpower

How big is the marketing team? How is the team structured? How well are they performing with their current workload? Can the team handle extra work without loosing focus? Questions like these should come up when thinking about scaling. If necessary think about restructuring the team, hiring new people, or providing the required training to them.

Infrastructure ( Tools & Processes )

What kind of processes does the marketing team follow? Can they support 10x or 50x the current work-load without failing? How much of the work can be automated? Consider how technology can improve everyday work for your marketing team & think about implementing automation to ensure you can scale without loosing productivity. Nowadays there are a ton of tools that can automate marketing work, and allow your marketing team to focus on what’s important.

These are just some of the factors that you should think about when beginning to scale a software business.