Extract from an article by Ed Byrne
Marketing should be expected to execute great tactical campaigns; deeply understand the funnel and data being generated within it, and bring channel expertise to bear as it’s needed. Marketing has a very wide remit already — there are so many channels, campaign opportunities, and parts of the funnel (top, middle, bottom; conversion rates, MQL qualification…). Anyone who is generally good at a lot of them is already an overachiever!
But marketing, in startups and early scale (sub $20 million) companies, should not be expected to figure out the position of the company, how to create value perception in the minds of customers, how to differentiate against or substitute competitors, or how to price to maximize positioning power and revenue.
When you tell a CEO they need to take the lead of this kind of marketing, it seems to elicit a psychological aversion. I think ‘marketing’ has, unfortunately, become a stigmatized term, that brings to mind an oxymoronic mixture of big data analytics and fluffy content writing, ads, and design.
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