---
title: "Making Revenue Focused Bets Like a VC | DEMAND Conference"
url: https://metadata.io/resources/demand/revenue-focused-bets
description: "Guillaume Cabane (HyperGrowth Partners) and Ben Labay (Speero) explore campaign experimentation strategies and treating marketing bets like a VC portfolio."
source: metadata.io
---

Small changes can cumulate, and you can stack margins on top of each other through iterative optimization approaches in high-volume campaigns.

### Guillaume Cabane & Ben Labay

Co-Founder, HyperGrowth Partners · CEO, Speero by CXL

## Three Types of Experimentation

- **Iterative Optimization** — Small, incremental changes that compound margins through high-volume testing
- **Net New Functionality** — Exploring unknown outcomes using reactive frameworks
- **Disruptive Experimentation** — Strategic risk placement with calculated costs

## Addressing Risk Aversion

Companies experiencing repeated campaign failures often become overly cautious. The recommended solution is establishing a dedicated risk-prone team where failure becomes a learning mechanism rather than a setback, accelerating growth discovery.

## Democratizing Experimentation

Making experimentation accessible across the organization through simple submission forms allows any team member to propose ideas. The growth team then reviews, deduplicates, and prioritizes these initiatives — ensuring the best ideas rise to the top regardless of where they originate.