Growth leaders face the critical challenge of optimizing their marketing spend to drive both immediate revenue and long-term enterprise value. Over-reliance on performance marketing creates a "race to the bottom"—driving up customer acquisition cost (CAC) and making growth dependent on channel volatility. Conversely, pure brand-building lacks the measurable, short-term lift necessary for predictable scale. This session introduces a Growth Portfolio framework designed to help CGOs strategically balance brand building (demand creation) with performance marketing (demand capture). We will explore how to quantify the value of brand investments and how to diversify channels to escape dependence on auction-based platforms, leading to defensible, sustainable demand. Attendees will leave with the ability to: - Develop a dual-engine budget allocation model that optimizes spending between short-term performance and long-term brand equity. - Utilize brand strength metrics as a leading indicator for reduced CAC and increased conversion rates. - Build a strategy for channel diversification that moves beyond paid search and social to create proprietary, sustainable demand loops.