By: Alexandra Perez

At DOPE Marketing, growth isn’t just a goal—it’s often a byproduct of bold decisions, measured risks, and relentless execution. CEO and Founder David Carroll doesn’t present a glamorized startup fairytale. Instead, he shares the gritty truth about what it often takes to scale a business from five-figure payrolls to multimillion-dollar revenue and national recognition.

In a recent DOPE Conversations session, Carroll offered a transparent look at what it means to build one of the fastest-growing marketing and automation companies in America. From hiring strategies to small business funding tips, his insights resonate with entrepreneurs who are focused on growth.

Risk Isn’t the Enemy. Comfort Is.

“Risk in business comes in different formats,” Carroll explains. “It’s not just about money. You can risk your time, your sanity, and your comfort. And you have to consider what you’re actually willing to give up to reach your goals.”

Carroll has experienced this firsthand. He bootstrapped DOPE Marketing without outside investors and scaled it into a direct mail and automation leader, reporting over $20 million in revenue in a single year. That didn’t happen by playing it safe. It happened because he embraced discomfort, took on strategic debt, and prioritized infrastructure over short-term gains.

“I’ve gone from having a $5,000 payroll every two weeks to being responsible for half a million dollars in payroll across three companies,” he says. “That stress doesn’t go away. It just scales with growth.”

Borrow Smart, Not Scared

Carroll understands debt—but he treats it like a tool, not a crutch. His advice to small business owners? Don’t romanticize funding. Understand your terms and develop a strategy around how to turn that money into sustainable results.

“You don’t need a Harvard MBA to borrow capital, but you do need a plan—and determination,” he says. “Don’t take on a dollar of debt unless you have a clear plan to deploy it for growth.”

He points to common pitfalls: business owners taking “easy money” without reading the fine print or failing to build a repayment track record. The key to better terms over time? Consistent repayment history, strong vendor relationships, and transparency.

Hire Before You’re Ready, Not Before You’re Honest

In the early days, Carroll hired staff without knowing exactly how he’d pay them. But he had something critical—a clear vision.

“I’ve never missed a payroll. Not once. But there were plenty of pay periods I didn’t pay myself,” Carroll shares. “Because I wasn’t going to build DOPE on empty words. I was going to build it on trust—and action.”

That trust-first leadership style has helped DOPE grow from 15 to nearly 100 employees in just over a year. His approach to hiring? Don’t wait until you’re comfortable—act when you’re confident in the role’s impact.

“You don’t need to have someone’s annual salary in the bank,” he says. “You need a plan for how that role supports or generates revenue.”

Protect Power: Why Carroll Chooses Debt Over Equity

One of Carroll’s strongly held business beliefs is this: preserve your equity, and use debt thoughtfully.

“I’d take debt over equity most days,” he says. “Once you give someone equity, you can’t take it back. And partners often want a say in how to run your company.”

For Carroll, decision-making speed and control are key to scale. He avoids red tape and maintains full control over DOPE’s direction, helping sustain momentum and agility.

The Numbers Speak Volumes

Carroll doesn’t chase validation, but DOPE Marketing’s performance speaks for itself. In its fourth year, the company:

• Ranked No. 475 on the Inc. 5000 list
• Placed No. 37 in the marketing and advertising category
• Claimed No. 4 in Minnesota

“I almost fell out of my chair when I read it,” Carroll says. “You’re so deep in the grind, sometimes you forget you’re making meaningful progress.”

Your Path Is Valid—If You Own It

Carroll doesn’t recycle generic business advice. He challenges founders to assess their risk tolerance, clarity of vision, and willingness to act even when things feel uncertain.

“Maybe my way wouldn’t work for everyone,” he admits. “But I didn’t come from money. I didn’t have a corporate ladder to climb. I pushed through barriers until I figured out how to break through them.”

The DOPE Way: Growth Without Apology

At DOPE Marketing, the brand is bold, the leadership is raw, and the results are backed by data. Carroll’s message to fellow entrepreneurs is simple: build the business your way—but make sure you’re taking consistent action.

“You don’t need to follow the rules,” he says. “You just need to own your story—and be prepared to stand behind it.”

Disclaimer: The insights and opinions expressed in this article reflect the personal experiences and views of David Carroll and do not constitute financial or legal advice. Readers should conduct their own due diligence and consult with qualified professionals before making business or financial decisions. Results may vary based on individual circumstances and market conditions.