Our CEO shared a high-budget Nike ad in the Slack #general channel and asked why we can't just do something like this with our $500 production budget. It is physically painful to explain the difference between a global brand with a 50-year legacy and our niche B2B software startup. I feel like I’m constantly managing expectations instead of actually doing marketing. How do you push back?

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The average B2B software sales cycle typically takes between 3 to 6 months for mid-market solutions and 9 to 18 months for enterprise deals. Someone buying Nike products will likely spend 20 minutes doing some research online (if that), unless they are an athlete. Nike also spends around 10% of its annual revenues in marketing, so unless you're at the same level, they're not comparable at all.

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Find an example of a production budget estimate for that type of work and show it to them.

Nike is DTC, you're in B2B software which requires more trust, more detail and more information to purchase than a pair of sneakers. Look at B2B software companies like Hubspot, Slack, SEM Rush etc. Run an analysis against companies in your vertical on how they show up & what success looks like for B2B software companies.

That is hilarious and frustrating.

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