Growth at scale is a system, not a campaign
By Aaron Jacobson · Head of B2B Growth Marketing at SpaceXSI ·
When I stepped into my current role, the mandate was simple to say and hard to do: grow B2B revenue profitably, fast, across every channel we could measure.
The thing nobody tells you about growth at that scale is that it isn’t a campaign. A campaign has a start and an end. This doesn’t. It’s a system: acquisition, activation, and retention wired together, and someone has to own the whole chain, not just the flashy front of it.
SpaceXSI runs a flat org, and my role spans lifecycle, paid media, the website, creative, operations, and attribution. But flat doesn’t mean alone. The fastest way I know to kill growth is to treat it as one person’s job. What scales is getting other teams to pull in the same direction, and none of them report to me.
Ads engineering, data, product, sales, finance, design. The work doesn’t move without them. So most of the job is translation: turning a growth goal into something each team can act on, and making sure the wins are theirs too. You don’t orchestrate people by owning them. You do it by showing up prepared, being reliable, and sharing credit.
Things accelerated when a new ad stack changed what was possible. The hardest and most rewarding part was seeing those teams pull one direction every day. I rely on them and learn from them constantly.
The lesson I keep relearning: growth at scale is less about clever tactics and more about the system and the teams that move it. Budgets help. Integrity, work ethic, and good partners compound.