Should performance marketing earn more than SEO due to handling a larger budget?

Your approach suggests that performance marketing should earn more than SEO based on the budget she has to handle. Let’s evaluate this with the 11 guiding principles of The ‘Chill’ Mindset:

1. Accuracy and Fairness (Principle #8: Valuing Precision and Correctness): While the budget is an important factor, it doesn’t directly translate into performance or earnings. It’s more important to assess results based on precise metrics like ROI, cost per acquisition, and lifetime customer value, rather than just the size of the budget.(For example, just because performance marketing handles a large budget doesn’t mean it’s inherently more profitable; SEO could bring in long-term, sustainable value with lower costs.)
2. Process and Efficiency (Principle #4: Prioritising Efficient and Effective Work Methods): SEO can often provide compounding returns over time, meaning its effectiveness grows even without direct spending. Performance marketing, however, typically relies on continuous expenditure. The efficiency of the channel and the method should be considered rather than purely the budget size.(For example, a well-executed SEO strategy can bring traffic for years, whereas performance marketing requires ongoing investment to maintain visibility.)
3. Structured and Methodical Thinking (Principle #9: Working in a Structured and Specialised Manner): The statement seems to assume a linear relationship between budget and earnings, which oversimplifies the scenario. Earnings depend on many factors—target audience, competition, the nature of the product, and the specific goals of each marketing channel. (For example, a structured analysis should weigh the actual profit generated by each method, rather than the budget itself.)

While budget allocation is important, it does not solely determine the profitability or performance of a marketing channel. Results should be evaluated on efficiency, long-term value, and actual ROI rather than simply budget size.

How to ask for deeper context when told performance marketing should earn more than SEO?

1. Precision and Clarity (Principle #7): It’s essential to request specific details. Ask the person to explain why they believe the budget determines higher earnings, and if there are any metrics or data points supporting their claim. (For example, “Could you provide more details on why you believe the budget is the primary factor here? Are there any specific metrics or outcomes that support this idea?”)
2. Structured Inquiry (Principle #9): Use a methodical approach to break down their statement. Ask them to clarify how they’re measuring success between performance marketing and SEO—whether it’s in terms of revenue, conversions, or another metric. (For example, “How are you defining ‘earning more’? Is it based purely on revenue, or are you considering other factors like ROI or long-term customer acquisition?”)
3. Respect for Expertise (Principle #11): Without dismissing their opinion, acknowledge that specialised insights are valuable and suggest consulting data or experts for a clearer understanding. (For example, “It would be helpful to hear more about the data or case studies you’ve seen that support this. Perhaps we can consult some of our analytics or industry benchmarks to validate the impact of budget on earnings?”)

Your reply should politely challenge the assumption, asking for more context and backing the conversation with structured, data-driven questions to get to the root of the claim.

Here are additional thoughts you can give yourself to further manage your feelings and avoid taking offence at the statement:

1. Thoughtful Behaviour (Principle #1: Ensuring Well-Considered and Accurate Actions): Remember that the statement may not have been intended to diminish SEO’s value. Instead, it’s likely a reflection of their understanding of budget handling. (For example, “This isn’t a personal attack or a dismissal of SEO’s worth—it’s a perspective on budget management. I can calmly explain the different dynamics.”)
2. Focusing on the Task, Not the Emotion (Principle #4: Prioritising Efficient and Effective Work Methods): Rather than letting emotions cloud your thinking, focus on understanding the real issue at hand—whether it’s about budget, perceived workload, or earnings. (For example, “This is an opportunity to have a professional discussion on how we measure success across different channels.”)
3. Avoiding Negative Judgement (Principle #5: Maintaining Composure and Dignity): Keep in mind that becoming offended could cause you to lose composure, which might be viewed negatively. Maintaining professionalism will ensure you are seen as someone who approaches situations with calm confidence. (For example, “It’s important to maintain my dignity by not reacting defensively. A composed response will reflect well on me.”)
4. Trusting Expertise (Principle #11: Valuing Specialised Knowledge and Expertise): Recognise that budget management is only one part of the larger picture, and their understanding might be limited. By focusing on the facts, you can have a constructive conversation that educates both sides. (For example, “I can provide insights into the long-term value of SEO without dismissing their view of budget impact. This can help build a clearer understanding of both channels.”)
5. Respecting the Process (Principle #6: Prioritising the Process and Techniques to Achieve Goals): Consider that success in both performance marketing and SEO comes from structured processes, not just budget allocation. Your task is to steer the conversation back to discussing results and methods. (For example, “Both channels contribute value through different processes—this is a chance to discuss how we can improve the processes for both.”)

In summary, shifting your thoughts to focus on maintaining professionalism, seeking clarity, and viewing the situation as an opportunity to educate or collaborate will help you avoid feeling offended.