General Catalyst prefunds companies’ sales budget in exchange for customer value

> With this strategy, GC pre-funds a company’s S&M budget. In return, GC is entitled only to the customer value created by that spend, and GC’s entitlement is capped at a fixed amount. After GC reaches that fixed amount, the remaining lifetime value of the customers is the company’s to keep forever.

Good to see more ways of growing without giving up equity.