Darren Fisher

Dad | Proverbs 3:5-6 | Growth operator
DTC + Amazon | Profit over ROAS
Incrementality, structure, scale.
Everything Texas Tech 🌵

[Darren Fisher @DarrenDFisher]

Some of the biggest growth mistakes I've seen started with good intentions.

Scale faster.

Spend more.

Hire quickly.

Move aggressively.

The hard part isn't making decisions.

It's understanding the tradeoffs.

[Darren Fisher @DarrenDFisher]

One of the fastest ways to improve marketing performance isn't always better marketing.

Sometimes it's answering the phone.

Following up faster.

Sending the estimate.

Improving the customer experience.

Growth has a habit of exposing operational bottlenecks.

[Darren Fisher @DarrenDFisher]

I've sat in meetings where everyone agreed on the numbers.

And completely disagreed on what they meant.

Data isn't usually the problem.

Interpretation is.

[Darren Fisher @DarrenDFisher]

When it comes to overall business performance discussions, channel scorecards are usually just the starting point.

ROAS improved.

Revenue increased.

Profit declined.

The more useful question is,

"What drove the outcome?"

The answer is usually more useful.

[Darren Fisher @DarrenDFisher]

The more channels involved in a growth strategy, the more sophisticated the measurement needs to be.

Channels rarely operate independently.

Push Meta and branded search may increase.

Invest in TikTok and Amazon performance may improve.

The ripple effects aren't always obvious.

In-platform reporting can tell you what happened inside the channel.

It doesn't always tell you what the channel caused.

[Darren Fisher @DarrenDFisher]

Some of the best and most interesting e-com business conversations I've had weren't about Meta.

Or Google.

Or Amazon.

Or TikTok.

They were about how all of them fit together.

Growth gets much easier when you stop looking at channels in isolation.

[Darren Fisher @DarrenDFisher]

One thing I've learned:

Understanding channels can make you a better marketer.

Understanding business economics can make you a better operator.

The strongest growth leaders I've met tend to understand both.

[Darren Fisher @DarrenDFisher]

I started my career in the media buying trenches.

I still enjoy talking media buying.

Always will.

But some of the biggest growth constraints I've encountered had nothing to do with the ad account.

The platform was just where the symptoms showed up.

[Darren Fisher @DarrenDFisher]

One pattern I've seen repeatedly ...

As brands add more channels, it often becomes harder to answer a simple question:

What's actually driving growth?

The challenge isn't collecting more data.

It's connecting the data back to business outcomes.

[Darren Fisher @DarrenDFisher]

One thing I've learned:

Marketing doesn't operate in a vacuum.

Inventory impacts marketing.

Customer service impacts marketing.

Product quality impacts marketing.

Operations impacts marketing.

The brands that understand those connections usually make better decisions.

[Darren Fisher @DarrenDFisher]

When growth slows, the instinct is often to look at the ad account.

Sometimes the bottleneck is:

Creative.

Product.

Offer.

Operations.

The ad account is often where symptoms show up, not where problems start.

[Darren Fisher @DarrenDFisher]

One thing I've noticed over the years:

Most founders can tell you last week's ROAS.

Not nearly enough can tell you how much profit they made last week.

That's not a criticism.

ROAS is easier to find.

The challenge is connecting marketing performance back to business performance.

[Seeing Scarlet @SeeingScarlet_]

🔒DeFritz was at it again.

For the third straight game Denae Fritz (@denaefritz23_) was tasked with guarding a top 10 scorer in Big 12. This time holding Gia Cooke to 6 points who came in averaging 16.5.

All-Big 12 defender, scheduled tweet.

[Lady Raider Basketball @LadyRaiderWBB]

There was no stopping her tonight.

Bailey is the Lady Raider Dominator!

#WreckEm

[Shelbie Rhodes @shelbieelaine13]

Texas Tech Lady Raiders. Standalone. Top of the Big 12. 17-0 overall. 4-0 in Big 12 play. They beat West Virginia on the road in a defensive slugfest 71-66!

Bailey Maupin led all scorers, a new season high 27 points, Snudda Collins with 19.

This team is legit. @KCBD11 @LadyRaiderWBB

[Hayes Fawcett @Hayesfawcett3]

BREAKING: Wake Forest star transfer DL Mateen Ibirogba has Committed to Texas Tech, his rep Jon Perzley tells @PeteNakos and I for @on3

The 6’3 296 DL totaled 21 QB hurries, 3 sacks, & 1 FF this season

He’s the No. 1 DL in the On3 Portal Rankings

https://t.co/RlUbB6Fk7q

[Darren Fisher @DarrenDFisher]

Compliments to the chef!

[James Blanchard 🌵 @jkbtjc_53]

Let me cook.. #TrueStory

[Fran Fraschilla @franfraschilla]

Crazy to think that @TexasTechMBB won handily today still down three big men & it didn’t seem like Toppin & Anderson were at their best and yet they both had historic double-doubles. 13 assists for Anderson. And today, Atwell, Petty & Bryan for the first time looked like McMillian, Hawkins & Walton, shooting 12-23 from 3. Red Raiders operating 75% of capacity at moment. @Big12Conference

[Texas Tech Basketball @TexasTechMBB]

Two of a kind 😤

Only teammates in the nation both averaging 20+ per game.

[Pete Nakos @PeteNakos]

Sources tell @on3 that Cincinnati transfer QB Brendan Sorsby has arrived on his Texas Tech visit.