24 Marketing: Too often a startup’s afterthought
This chapter covers
- What are the functions of marketing? Are you underestimating this secret startup weapon?
- What is the optimal timing to bring in a chief marketing officer?
- Why is there friction between the CMO and other C-suiters and what can be done about it?
This anecdote focuses on who the chief marketing officer (CMO) is and what they do. I begin by diving into the role of marketing in any company, even an early-stage startup. Then we will walk through the evolution of the marketing function as the company evolves, perhaps growing into needing a CMO. The CMO, or VP of marketing, sits at the hub of many critical functions within the company, which makes them instrumental in defining ...
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