How Should a CMO Justify Spending on Video?

A CMO barely has to justify video anymore, because the cost to start is mostly time. Nate Burke, CMO of 7AI, explains why you should just do it.

Key Takeaways

• The cost to start with video is basically time, not budget.
• Nate turned an elevator hallway moment into a finished video in 45 minutes.
• Do not chase polished and perfect until you know the format works.

We've run this play for B2B teams for years. If you want proof before the process, here's what it looked like for a real team.

The short answer

Asked how a CMO justifies video to the C suite or the board, Nate pushes back on the question.

"Honestly, I don't think you really have to justify it. The cost of getting started and trying it is nothing. It's time." — Nate Burke

He tells the story of a new hire who joined to run partnerships. Nate stood outside the elevator with his camera, caught the guy coming in, asked a couple of questions, and had the final product 45 minutes later.

His advice is to skip the obsession with beautiful and polished at first. Do not bother making it perfect until you are committed and you know it works. Once you get into a rhythm, it becomes repeatable, you start seeing the numbers, and people start asking to do videos with you. It is not hard to justify something you can just do.

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Frequently Asked Questions

How much does it cost to start with video?

Almost nothing but time, according to Nate. He says you can shoot and edit something quickly, and he once finished a video 45 minutes after catching a new hire by the elevator.

Should the first videos be polished?

No. Nate says do not chase beautiful and perfect until you are committed and the format is working. Start rough, find a rhythm, then improve once you see the value.

If you're weighing this decision, let's pressure-test it together. Grab a time and we'll figure out the right next move. No hard pitch.