Capital Factory Ask Me Anything
I was recently invited to participate in Capital Factory "Ask Me Anything" Slack (đź‘Ťawesome BTWđź‘Ť) session and was asked the following question about marketing in growth-stage tech companies:
"It's rare that Marketing gets involved in Strategy and Execution; I see from your background you've been really successful at this. Do you have any insights for how a company can position marketing to achieve that role in the growth of a business? How can marketing move from just an executor to become a strategic part of the organization?" Below is what I learned from a mentor early on in my career that forever changed my thinking about the role marketing must play in young companies. Know WHAT marketing's strategic purpose is in the organization:
Track the overall market and competitive dynamics
Determine how to penetrate early chosen markets at maximum speed - with emphasis on the "ideal" customer
Build out the category/positioning & competitor kill points
Lead the GTM team
PR and bus dev position the company for early market leadership
Product marketing is the SME for "ideal" customer for dev team, marcom, sales, etc. & builds out selling advantages
Marcom - discovers the "ideal" customers & builds programs that generate leads and prove key points of the category and positioning BAM! I love what i DO.