Executives & Marketers Think Differently. How to Bridge the Gap for Greater Business Success

Executives and marketers often think differently. Executives want quick wins. Marketers aim for long-term growth.

This disconnect can lead to tension.

But it doesn’t have to.

Here’s how to align your goals and build a successful strategy.

1. The Startup Marketing Struggle

In early-stage startups, marketing often feels messy.

Your ideal customer profile (ICP) is evolving. Data is limited. Everyone is guessing what works.

Many fall into the trap of chasing metrics that could be irrelevant.

Website clicks, and social followers—these numbers look great but rarely show true progress.

For example, CEOs often ask for more followers on LinkedIn. But why do they need them? If the followers aren’t the right audience or aren’t engaging with your content, what’s the value?

Just because the competition has a large following does not mean it’s worth focusing efforts on. What tangible benefits will it bring to the business?

Without clear goals, measuring success becomes impossible.

2. Not Everything Can Be Measured

Here’s a story:

There’s a restaurant I won’t name, but it’s very popular—one of the market leaders.

They ran an email campaign promoting their lunch offers. I received their newsletter three days in a row. I opened the first email, ignored the second, and unsubscribed on the third.

I didn’t want to be spammed.

However, the next week, when my husband and I were deciding what to order for lunch, I immediately thought of them. I told him what I wanted, and he placed the order.

In their metrics, I would have been seen as a failed lead—someone who unsubscribed and didn’t convert.

But in reality, their marketing worked. They stayed top-of-mind when it mattered most.

And that’s what great marketing is all about: making people think about you and your brand at the right time!

BONUS: Nice to read ??????

3. The Pressure for Instant Results

Raise your hand in the comments ? if you’ve heard this from your CEO:

"I read a book where they did X to increase the number of leads/deals. Let’s try it!"

"This company ran Y (podcast, content, etc.) and doubled their sales. Why can’t we?"

"I watched this video about a successful campaign—they did Z. Why aren’t we doing the same?"

"Our competitor has a TikTok account. We need one too!"

The problem?

What worked for one company won’t always work for another—especially if you’re not Apple or Nike. Their strategies succeed because they’re tailored to their unique brand, product, and audience.

Every business operates within its own context.

Your product or service is different, your target audience has unique needs, and your budget likely isn’t comparable to industry giants.

Copy-pasting strategies without understanding their relevance to your goals can lead to wasted time, missed opportunities, and frustration.

Success comes from building approaches that align with your specific business objectives, audience pain points, and market realities.

Instead of asking, "Why aren’t we doing what they’re doing?" ask, "What makes sense for our business and customers?" That’s how you create strategies that deliver results. ??

4. Patience Pays Off

Marketing is not instant, especially in startups.

I’ve had conversations with CEOs/ Founders excited about their new podcast strategy.

“How often have you published?” I ask.

"We had two or three podcast series, but they didn't work." they say.

That’s not a strategy. That’s a test run.

Podcasts, like any content effort, need consistency to work. You can’t post twice and expect results. Think about the podcasts you follow—would you subscribe to one with just two episodes?

Successful brands commit. They build an audience over time by showing up regularly, delivering value, and staying top-of-mind.

Marketing isn’t about quick wins—it’s about playing the long game.

The first step? Lay a solid foundation.

Create content that speaks to your audience. Build trust over time.

Many companies believe that releasing just two podcasts will yield results, but this approach often falls short.

Success in content creation requires consistency.

It's the ongoing effort, regular content delivery, and sustained audience engagement that truly drive results over time. Without consistency, even the best content can fail to make the desired impact.

Yes, it might not provide a direct impact on sales immediately, but it will do what marketing needs to do — build trust, establish authority, and help your brand, or you as an expert, stay at the top of your audience's mind.

BONUS: Nice to read ??????

5. People Trust People, Not Brands!!!

I tested posting the same content from both the company page and the CEO’s profile.

The result? We got much more engagement on the CEO’s post, in comparison to the company's page.

Your CEO needs to step into the spotlight.

People trust people, not logos or websites.

Audiences connect with real individuals, not faceless brands.

That’s why the CEO should engage directly with the audience. When the CEO shares stories, it feels more authentic and relatable.

This builds trust and makes the brand approachable.

While these tasks can certainly produce positive results, a company with an involved CEO is much more likely to succeed.

CEOs may wonder, "If I have to do it, why do I need a marketer?"

The role of the marketing expert is to narrow the focus, offer strategic advice, analyze results, conduct research, and guide the CEO on how and what to do, especially when it comes to content creation.

This collaboration ensures that the CEO’s visibility and involvement drive meaningful, sustainable growth

The Hard Conversations

Executives often expect marketing to deliver growth overnight. Marketers know it doesn’t work that way.

Don’t avoid tough conversations.

Explain why some strategies won’t work. Show how long-term plans lead to sustainable results.

Focus on providing solutions that align with business goals.

Avoid These Mistakes

1?? Measuring Without Context: Metrics need meaning.

2?? Chasing Vanity Metrics: Likes and clicks aren’t successful.

3?? Copying Generic Strategies: Tailor everything to your startup.

4?? Expecting Quick Wins: Growth takes time.

5?? Avoiding Tough Conversations: Be honest and align goals.

The Bottom Line

Early-stage marketing is a long game. Build a strong foundation. Focus on what matters.

Be ready to educate and align with leadership.

With patience and the right strategy, you’ll see results that matter.

BONUS: Nice to read ??????