How and when to build out your marketing team?
Businesses are often started from an idea and then each step is a guess.
Over the years, we have partnered with many businesses to help them build their first website, launch their first marketing campaign, and now we have found ourselves helping them make their first marketing hires. We have a learned a thing or two.
Our opinion is that typical business should be following this order
- Owner is first marketing employee
- Outsource Implementation
- Delegate to Sales Team/Manager
- Expand Marketing Personnel
- Hire A Marketing Director (or Promote internally)
Mike Trigg recommends 10 people on the marketing team – either already on board or approved to be hired – as a rule of thumb before hiring a C-level executive for marketing. This way that person will have the team he or she needs to be successful from the start and yet still have influence over the long-term marketing strategy for the company.
Case studies, webinars, speaking engagements and other avenues for marketing and PR crossover during a boom time in your business can be a meaningful way to build brand awareness and support the sales and revenue teams further.
When your company finds itself gaining traction in its target market, the work of the marketing team becomes more critical than ever. This is especially true once you’ve found your product-market fit, which will attract both customers and top talent because that executive will know your startup has moved past its discovery phase and now is laser-focused on its unique proposition in the market.
A strong CMO could lead your startup to stake its claim with the audience and start securing larger and more reputable clients. In tandem with good PR, through a tech PR agency or an in-house team of strategists, these marketing efforts can make waves throughout industry publications and see placements in tier one news outlets based on the credibility you’re gaining through this market traction.
Ready for the Next Level
Perhaps your startup has been through Series A or B funding and has staked its claim in your market for some time now, but excitement or momentum is waning. Bringing in a C-level marketing executive at this phase can be the jolt your startup needs to propel itself to the next funding, acquisition, or IPO goal it has. Big picture thinking from a new CMO will invigorate the leadership team and encourage innovation at all stages of your startup.
Geographic Growth or Expansion
Lastly, if your startup is growing to new regions, expanding offices, or taking on an international perspective, hiring a CMO should be your next to-do item (if you don’t already have one). Big growth means big opportunity, and an experienced marketing pro will be your best bet for managing teams across different regions and with policy and market variance in your new zip codes.
Need some marketing help?
BrandROAR is a website and marketing agency built to support SMBs like yours at any phase. We’re ready to align with your new CMO or help stretch your marketing and PR capabilities as your team grows and takes on new challenges. To learn more about what BrandROAR can do for you, contact us.