The Pitfalls of Delayed Hiring: Why Startups and Scaleups always hire marketing and communications teams last, and why this strategy is wrong.
Picture this: I'm at a café with my best friend – long black for me, weak soy latte for her – engrossed in a conversation about her work in venture capital. As she passionately discusses the hiring needs of the companies in her portfolio, something strikes me: amidst all the critical hires the founders need to make, there is no mention of the desperate need for Marketing and Communications support.
This realisation sparked a thought-provoking question: why do startups and scaleups consistently hire marketing and communications teams last, and why is this strategy flawed?
As my friend shared her experiences in working with early-stage companies, it became evident that their hiring priorities often revolved around technical talent, sales teams, and operational roles. Marketing and communications were frequently overlooked or pushed to the bottom of the list. When I asked my mate the rationale behind this decision, a picture began to emerge … and it wasn’t pretty. ?
Founders, it seems, tend to view marketing and communications as secondary to other business functions. The prevailing notion is that these roles can be fulfilled later, ie. once the product or service is perfected and ready for the market. The “bits-and-pieces comms work” that, it seems, was viewed as non-essential could be picked up by, well, anyone. Afterall, comms is a soft skill that anyone can do, right? I mean, how hard is to send a staff-wide email about company values or smash out a press release or pull together a marketing campaign strategy for a product launch?
Obviously, I don’t share that sentiment…
But let’s set that old argument aside for the moment and concentrate on the issue at hand. The reality is that in delaying the hiring of marketing and communications professionals until deemed absolutely essential will prove detrimental to the long-term success and growth of these companies.
Here are five points I’ve observed about why it matters to hire your Marketing and Communications teams early:
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1.????Marketing and communications play a pivotal role in establishing and nurturing a startup's brand identity and market presence. They are the conduits through which companies connect with their target audience, build brand awareness, and create a compelling narrative. By delaying the hiring of these teams, startups and scaleups miss out on valuable opportunities to shape their market perception from the outset.
2.????It is crucial to recognise that effective targeting and customer acquisition strategies are key drivers of revenue growth. Marketing and communications professionals possess the expertise to identify target markets, develop customer personas, and craft strategies that resonate with potential customers. By delaying their inclusion, companies risk losing precious time and resources on ineffective marketing campaigns, slowing down revenue generation, and hindering their overall growth trajectory.
3.????One of the most significant challenges faced by startups and scaleups is securing external funding. Investors are not merely interested in a product or service; they want to see a compelling vision, market potential, and a strong brand presence. Neglecting marketing and communications during the early stages can leave companies ill-equipped to articulate their value proposition and growth trajectory to potential investors, limiting their chances of securing crucial funding.
4.????Marketing and communications teams play a critical role in crisis management and reputation protection. In today's interconnected world, a minor misstep can have far-reaching consequences. These teams are skilled in navigating crises, ensuring transparent and timely communication during challenging times. By delaying their presence, startups and scaleups risk being caught off guard, potentially causing lasting damage to their brand and customer trust.
5.????Nurturing a customer-centric culture is vital for long-term success. Marketing and communications teams advocate for the customer's voice within the organisation, ensuring that customer feedback informs product development and business strategies. By delaying their hiring, companies risk creating a culture disconnected from the needs and preferences of their target audience, hindering their ability to deliver exceptional customer experiences.
So, in a nutshell, prioritise the hiring of your communications and marketing support. It’s the best way to build brand awareness, establish effective targeting, attract investors, manage crises, and cultivate a customer-centric culture.?
Design leader, Founder & Director, BJM Digital
1 年A thought-provoking article, which made me stop to think! When I think back to starting my own business 23 years ago and the other founders I've met along the way, it's possible it may be a secondary consideration due to the founder's reason for starting in the first place. These things may take a backseat only because their core focus and passion lie in an idea or creating exceptional products or services. Initially, I'd say they're more likely to be driven by a deep, authentic passion and vision to create something great rather than a commercial motive to scale long-term for wealth. I'd hazard a guess that because of that, they'd often lack the capacity to prioritise marketing and comms alongside their primary motivations and goals. I'd say it's attributed as well to their limited time, ability to focus, cognitive load, the juggle, challenges of managing capacity and a growing team (Easy, right!). So perhaps being new at scaling a business likely leads to them to oversee prioritising for the long term, zooming out a little and seeing how important it is (which I agree), and it's just not on the radar. The good news, every founder can learn from their mistakes and (hopefully) improve in the future, if they choose to!
Growth, Marketing, Sales / GAICD / CMO of the Year 2022 / Director Flipside Group / Founder Beepo
1 年Have seen this far too often Tom! Great marketers are essential for repeatable growth, so the earlier hire the better.
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1 年Great article, Tom. In my experience, I've found that marketing and communications are functions that the founders often believe they can do themselves (even if they have no background/ experience/ qualifications). I've seen many founders fall into the trap of a "build it, and they will come" mentality, believing they've built such a great product that people will just buy it. Then, when they go to fundraise and Investors will ask about marketing ROI, CAC and a bunch of other benchmarks, the founders find themselves scrambling.
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1 年Great insights Tom Trumble
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