How to Align Brand, Performance, and Revenue Growth with Ian Yung and Tonal

“Sustainable growth isn’t just about hitting numbers—it’s about aligning efficiency with your business strategy and revenue model.”

In this episode of Growth Talks by Right Side Up, Ian Yung, former SVP of Revenue at Tonal, joins host Krystina Rubino to share the real levers of sustainable growth. From navigating long purchase cycles to aligning teams for efficiency, Ian breaks down what actually works when scaling a business—without burning through resources.

With over 15 years of experience leading growth at Tonal, Parachute, and Touch of Modern, Ian shares real strategies that drive revenue. He offers his perspective on what fuels lasting success, how to choose the right measurement model for your company, the importance of meeting your customer where they are, and how to adapt to a shifting market without losing momentum.

🗝️ Key Takeaways:

📌 Why Smart Founders Play the Long Game
Sustainable growth isn’t about chasing short-term wins. Smart companies focus on strategy, efficiency, and fundamentals to build businesses that last.

📌 How to Build a Predictable Revenue Engine
Scaling isn’t just about growth—it’s about creating stability. Aligning marketing, operations, and finance helps teams make smarter, more strategic decisions.

📌 Behavioral Triggers Drive High-Intent Sales
Customers don’t always buy when you expect. Targeting key life events—like home purchases or relocations—ensures you reach them when they’re ready.

📌 Why ‘Growth at All Costs’ No Longer Works
The market has shifted. Profitability, efficiency, and financial discipline aren’t just trends—they’re what separate long-lasting businesses from the rest.

⏰ Timestamps

00:00 Introduction to Ian Yung’s career

02:10 Balancing growth and financial discipline

07:16 Tonal’s game-changing growth strategy

12:06 Creating a predictable revenue engine

19:38 Marketing for long purchase cycles

31:38 Brand vs. performance marketing

40:17 Key factors behind business success

44:10 Why testing drives real results

‍🔗 Mentioned in this episode:

• Tonal: https://www.tonal.com/
• Parachute: https://www.parachutehome.com/
• Touch of Modern: https://www.touchofmodern.com/

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