Recruiting marketing specialists has always been challenging for early-stage companies. How can a founder, especially one without a business background, ensure that a newly hired marketer will achieve business targets?
Will a performance marketer waste lots of the budget on inefficient social media channels? What is the probability that a content manager will post something detrimental to a company’s reputation, causing a PR nightmare? Does a company need a glorious CMO from a large corporation, or can it get help from external consultants?
To reduce the level of uncertainty, I believe founders need to have a clear sense of their marketing strategy first, then define what kind of a marketing team they need — and only after that should they start to hire.