I have a startup company. I feel my marketing team does not make enough efforts. Should I fire the team?
No … but I think you should top your team and see what happens.
First, start measuring things.Ā Don’t let marketing be a soft science.Ā Measure, if nothing else, (x) leads generated plus (y) ROI on all marketing spend.
Now you have a baseline.
Second, set goals here.Ā If you want to grow revenue 150% in the next twelve months, then say make marketing hit 200% lead growth.Ā And break this up into monthly targets for MQLs, or just Plain Old Leads, or Opportunities, or whatever metric you pick.
Ok …
So I’m guessing you’ve gone neither of these well.Ā Part of the reason may be the marketing team lacks sufficient ownership / management experience. One big problem with junior marketing hires — unlike junior sales hires — is they’ve rarely been given a number to own.Ā Marketing thus doesn’t breed ownership and leadership as well as sales.
So if you hire too junior in marketing, you often just end up with a squish soft mess.Ā Blog posts.Ā Social stuff.Ā A B- PR firm.Ā But … not so many more leads.
Now that you have the team aligned around quantifiable revenue goals … you’re ready to hire a boss for the team to blow out those goals.Ā If your team is horrible, yes get rid of them.Ā But in marketing, sometimes for a short term, something is better than nothing.Ā Focus instead on hiring a boss for them.
Then, she’ll figure out who to keep.Ā And who to let go.
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