Growth Capital Allocation Partner

Find the growth your budget is already paying for.

20-30% of your marketing spend isn't driving incremental growth. We find it, reallocate it to what compounds.

You'll always know where your next dollar should go, and why.

For B2C brands spending $25M+ with long consideration journeys, offline sales, and high-ticket purchases.

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Revenue Spend
Deathzone
Why You Need It

Most companies hit a point where growth stalls even though spend keeps climbing

Your measurement tools favor what works this quarter. They structurally undervalue brand investment and overstate activation performance. The result: you optimize into a corner.

This is the DEATHZONE, the gap between what you're spending and the growth you're getting. Not because you're spending wrong. Because you're measuring wrong.

The Formula

The one equation the whole thing hangs off.

Every problem, offer and result on this page maps to one of these four terms. Once you see it, budget arguments stop being opinions.

AB
Available Buyers
=
ICP
Your category
×
%IM
In-market now
×
%WBFU
Willing to buy from you
The result

AB, Available Buyers

Everyone performance marketing can actually win: people who are in-market and already willing to buy from you. Spend past this pool and you are in the Deathzone.

Fixed

ICP, Your category

Everyone who could ever buy what you sell. You do not grow this. It is the size of the pond.

You can only capture it

%IM, In-market now

The share ready to buy today. Performance marketing captures this demand, it does not create it.

The only term you can grow

%WBFU, Willing to buy from you

The share who would choose you when they are ready. That is brand. It is the one lever that expands the whole pool, and the one your tools do not measure.

Performance marketing can only win the people who are both in-market and already willing to buy from you. Spend past that pool and you are in the Deathzone. The only term you can grow is the share willing to buy from you, and that is brand. We measure it, and we tell you which spend is draining the pool and which is growing it.

In Practice

Seven ways we find the growth

Every case is one of two moves: cutting spend that drains your Available Buyers, or building the share willing to buy from you. Both come straight off the formula.

Incrementality

Channels taking credit they didn't earn

Platform dashboards double count. Multi-touch attribution understates anything that touches offline. We run incrementality tests (difference-in-differences, propensity-score matching) to isolate the lift each channel actually drove.

Outcome: reallocation, not more spend.

Traffic Quality

The traffic you paid for that wasn't human

Platform-reported clicks and conversions include a layer of bot traffic. We audit it against GA4 and server logs, isolate the fake portion, and clean it out of your attribution numbers before decisions get made on top.

Outcome: decisions made on real demand.

Budget

Find the 20 to 30% already paying for nothing

Most budgets carry a layer of spend that is not incremental. It converts users who would have bought anyway. We isolate that layer across paid, promo, and channel mix, and rebuild the plan around what actually drives growth.

Outcome: same budget, more growth.

Stores

Stores doing the brand work no one credits

Every new store is a natural experiment. We measure the halo on ecomm in the surrounding postcodes, isolate cannibalization between stores, and size catchments before the next opening. The numbers usually surprise the team that thought stores only sold to walk-ins.

Outcome: opening decisions on real area lift.

Surveys

Half your search clicks started somewhere else

Customers don't search in a vacuum. Half the people who click your Google non-brand ads cite another channel as what made them look. We run surveys at the point of conversion, map the cited channels back to spend, and find the upper-funnel work feeding your search demand.

Outcome: fund the channels creating the demand search captures.

Share of Search · flagship proof

Same spend. +15% Share of Search. +60% revenue.

One client shifted budget from bottom-of-funnel to top-of-funnel discoverability. Share of Search climbed first; revenue followed two years later. We measure Share of Search weekly against the category and run lag correlations to find the same signal in your data.

Outcome: brand momentum that lands in revenue.

Pricing

Marketing can't win at the wrong price

Marketing fights with one hand tied when the price is wrong. Most plans treat price as fixed and lean harder on media. We measure how demand moves with competitor price gaps and your own price changes, then tell you whether the next growth dollar belongs in price or in media.

Outcome: the next dollar in the right place, price or media.

The Real Cost

How much of your budget is not driving growth?

Enter your annual marketing spend. We'll show you what the industry benchmarks say you're losing.

$ / year
$1M $50M $100M $200M

Estimated budget not driving incremental growth

$15M — $25M

Based on 20-30% waste range observed across incrementality testing

$50M
Total annual spend
$15M — $25M
Likely not incremental
$25M — $35M
Actually driving growth

Want to know exactly which channels are in the Deathzone?

The Fix

From leaking budget to compounding intelligence

01

Find the Waste

Pinpoint the 20-30% of ad spend that isn't driving real growth. Not opinions, causal measurement.

02

Reallocate Smartly

Move spend to the channels with real feedback and ROI. Capital to what earns it.

03

Prove It

Show CFO-ready numbers you can defend in a board meeting. Not platform vanity metrics.

04

Keep It

When the engagement ends, you keep the ability to know where your next dollar should go. The system, and the decision, stay yours.

Free Guide

5 Measurement Blind Spots Costing You Growth

Most enterprise marketing teams are losing 20-30% of their budget to measurement gaps they can't see. This guide shows you exactly where to look.

  • Why attribution overstates paid search by up to 12x
  • The brand investment your tools structurally undervalue
  • Where diminishing returns hide in your spend curve
  • What platforms aren't telling you about their own performance
  • How analyst turnover erases your measurement memory

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Packages

Know where every dollar should go.

Most clients start with an assessment, build the evidence system, then run the ongoing partnership.

Start here

Assessments

$3k
per assessment
  • Share of Search monitor, the lightest door in
  • Brand Demand Assessment
  • Bot Traffic Audit
  • Measurement Confidence Review
Get an Assessment
Build the evidence

Measurement & Data Foundation

$20k
fixed-fee project
  • Marketing Mix Modelling (MMM)
  • Experimental & incrementality design
  • Mid-funnel modelling
  • Bot traffic detection
  • The Brain, built inside your infrastructure
Scope a Foundation
Upskill the team

Academy

$3k–$30k+
per programme
  • Agentic measurement
  • Measurement fundamentals
  • Incrementality & brand demand
  • Custom to your data stack
  • Turning measurement into spend decisions
  • Follow-up support
Explore the Academy
The flagship

Growth Capital Allocation Partner

$120k+ / year
from $10k/month · for brands spending $25M+
  • Full measurement & capital allocation
  • Monthly reallocation decisions
  • Forecasting & pricing
  • Brand tracking (Share of Search)
  • Campaign & ad auditor
Talk With Us
Charlie de Thibault
About

Charlie de Thibault

Former investment banker with over a decade in financial services. Built the measurement function as Principal Data Strategist at Oracle. Saw the same problem everywhere: measurement tools telling half the story, and the half they missed was where the growth was.

Growth Dynamics exists to fix that permanently, and to leave you owning the system that does it, so you always know where your next dollar should go.

▶ Watch Intro
The Brains Behind Your Brain

Great systems, even greater people

Charlie de Thibault

Charlie de Thibault

Founder & Methodology

Karis Dimond

Karis Dimond

Operations Manager

Alyasa Suleman

Alyasa Suleman

Content Specialist

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