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by everythingswan
2110 days ago
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It'd be helpful to add some context from your position since I bet you (and/or C-suite) bring a lot of your own expertise to the company and some people may not have those in their locker. I've found that sometimes the existing gap in the team could be positioning, messaging, or just a basic onboarding process--you would expect those things to disappear around a Series A raise but it's just wishful thinking in my experience and companies are not vacuums. Finding a solid performance marketer is probably easier than nailing those things. To your point, if you've got traction, deep expertise, and the foundation for marketing set then performance is the focus next. Appreciate the B2B perspective! |
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Positioning, messaging, and onboarding are all really important to startups and need attention. But they shouldn't be the focal point right away. In my experience, positioning/messaging are more of an iterative process of evolution & refinement over time (via experimentation). Spending 80% of your time on this at the start will not solve the immediate problem of leads/demand.
From a strategic perspective, the focus at the start should be on organic performance, targeting the bottom of the funnel. Put most of your chips on what will drive leads, that are ready to buy, at the lowest investment possible.
Once the sales team is struggling to keep up, you can look at moving up the funnel and reprioritizing.
Edit: Not all niches are the same, so this is more of a generalization.