Startup CXO

Chapter 52Building a Marketing Machine (Scaleup)

As your company transitions from startup to scaleup, your marketing organization should be in lockstep with that evolution. This is the time to build upon the foundation you've laid and level up the work being executed across the marketing team.

Growing Your Team

As your marketing output grows, so will your marketing team. While a startup marketing team may have a few individuals who wear many hats—for example, a single individual who handles both brand design and digital marketing execution—as the need for more marking work grows, it will be important to identify where responsibilities can be shared and built upon in order to make the team more successful. How to scale your marketing team will be very much driven by the needs of the company and requires the marketing leader to have a pulse on the work being done today as well as where marketing can make more impact in the future. Marketing team growth also depends on the opportunities to increase output with additional people and it depends on the aspirations of the individuals on the existing team. How would they like to spend their time? What are they passionate about and want to dive deeper into? What do they dislike and avoid? All of these elements—company needs and existing marketing team members' needs and skills—factor into the roles you add and how you structure the team.

When it comes to growing your team, it's important to keep in mind that the best talent can be ...