Prop 117: Reallocate Traditional Marketing Spend to Data-Driven Growth + Treasury Buybacks, with Full Spend Transparency
Over the past months, the community has repeatedly asked for a clear, execution-ready marketing plan with measurable deliverables. We have not seen a consistent roadmap, ownership model, or KPI framework that matches the current level of marketing spend.
This text proposal signals that the community supports a shift away from traditional “staffed marketing” spend toward a more data-driven, outcomes-based approach, and requests full transparency on past and future marketing-related expenditures.
What this proposal signals support for
Immediate transparency & reporting
Publish a clear breakdown of marketing/comms spend over the last 6–12 months (including conferences, travel, hotels, events such as ETHDenver, contractors, agencies, payroll, tools, sponsorships).
For each spend category, provide the intended goal, actual outcomes, and learnings.
Reallocation of budget
Freeze or significantly reduce traditional marketing headcount/retainers that do not produce measurable outcomes.
Redirect budget to:
Treasury buybacks (if legally/compliantly feasible and governance-approved) with transparent rules, cadence, caps, and reporting; and/or
Grant-based, performance-based growth (builders, integrations, liquidity programs, ecosystem grants) with clear KPIs and public dashboards.
Professionalization and ownership
Establish a single accountable owner for comms/growth with a published operating plan.
Adopt a KPI framework (examples: active users, retention, TVL quality, wallet growth, integrations shipped, conversion funnels, CAC-like proxies, community support SLAs).
Ensure major updates are posted through official channels (Ymax/Agoric), with personal reposts optional.
Why
If spend is not translating into measurable adoption and credible, consistent communication, then the opportunity cost is high. Many successful crypto projects prioritize transparent treasury strategy, measurable incentives, and grant-based ecosystem growth over traditional marketing structures.
Notes
This is a signaling proposal only. If passed, it requests the team to publish the spend breakdown and present an actionable plan/options for budget reallocation (including buyback design considerations, risk management, and compliance constraints), so the community can evaluate next steps.