The behavior and focus of a startup need to change in several ways after it reaches product-market fit. The use of marketing is one of the biggest challenges during this time. It’s critical that marketing be used effectively and in pursuit of the right goal following product-market fit. During this time, a startup’s marketing efforts should aim to reduce customer acquisition costs and payback time. This will help to speed up growth while ultimately creating more cash to re-invest in future sales and marketing efforts.

In the latest episode of the Midstage Startup Momentum Podcast, startup coach Roland Siebelink hosts a workshop on driving down payback time for customer acquisition. He explains how this can be accomplished by using the company’s marketing efforts the right way.