Brand investment gets cut when pipeline is struggling, but is more tolerated when pipeline is not the problem, as at AI companies. Listen
The speaker says tolerance for brand investment rises when pipeline is less of a problem, and when pipeline is struggling brand investments are probably not going to happen. The speaker adds that AI companies must cut through commoditization and brand is a key way to differentiate, while a brand campaign at a company like Outreach would likely be killed.
“if pipeline is struggle city then brand investments are probably not going to be”
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From The Job Market Just Completely Flipped (Nobody's Talking About It).