The Efficiency Trap
Why “Doing More With Less” Is Killing Growth
Over the last few years, “efficiency” has become marketing’s favorite word.
Do more with less. Lower acquisition costs. Faster payback. Tighter funnels.
On the surface, that all sounds responsible. Disciplined, even.
But here’s the uncomfortable truth most teams don’t want to say out loud:
Many companies aren’t becoming more efficient. They’re just slowly shrinking their future.
And the scariest part? The dashboards look great while it’s happening.
Why efficiency feels so good (at first)
Efficiency metrics give leaders something they crave during uncertainty: control.
When budgets tighten, the instinct is to optimize what’s visible and immediately measurable:
Cut top-of-funnel spend
Pause brand and awareness efforts
Double down on remarketing and high-intent traffic
Obsess over short-term acquisition efficiency
You get quick wins:
Acquisition costs drop
Conversion rates improve
Spend looks “disciplined”
Everyone feels smarter.
But none of those metrics answer the most important question:
Are we still creating future demand?
The hidden cost: starving future customers
Growth rarely disappears overnight. It erodes quietly.
Here’s the 7-step pattern I’ve seen repeatedly across consumer brands, apps, and subscription businesses:
Awareness and prospecting get cut because they’re “inefficient”
Existing audiences and high-intent traffic carry the load
Acquisition metrics improve… for a while
Traffic growth slows
