Why does a business software company spend 2x more on marketing than actual engineering?
From the 2025 numbers, it looks like Sales & Marketing eats up around 35-45% of their revenue, while R&D/Engineering only gets maybe 15-20%.
Fabien always talks about a "product over everything" philosophy, so spending double on ads compared to dev work feels wild.
Is this just standard financial engineering to hit that 42% ARR growth target for a PE exit, or is there a massive bucket leak under the hood?
My theory is that because they push the all-in-one monolith model, tons of smaller companies buy 20+ seats, hit a brutal implementation wall, and immediately downgrade to 5 or 10 seats at renewal just to keep basic invoicing or CRM alive.
If that seat contraction is a typical scenario, Odoo is basically forced to burn an insane amount of cash on Google Ads and global roadshows just to dump new users into the top of the funnel and outrun the leakage.
Either that, or they’ve just completely arbitraged their development costs by shifting the heavy engineering lifting to lower-cost tech hubs (like India) while paying premium western currency for global ad networks.
To any partners or devs in here who see the churn and implementation success rates firsthand... what's the actual reality on the ground? Are we buying business software, or are we just funding a massive marketing treadmill?