This depends greatly on the size of the company.
For venture-backed companies that already have some market validation, we usually are brought in when the leadership of the company decides that it’s time to invest in marketing, or significantly improve their return on their marketing expenditures. Up to that point, the CEO may have focused on product development and scaling up a sales and support organization, but at a certain point they realize that, with a proven product and basic internal infrastructure in place, they must invest in marketing to accelerate growth and lower their cost of customer acquisition.
New ventures succeed or fail based on the skills and abilities of their founder. The most successful businesses are headed by individuals who realize that, at a certain point, they need to bring in people who specialize in key areas outside their area of specialization. Engaging with us provides a way for a CEO and his or her leadership team to work peer to peer with individuals with deep expertise in marketing for new ventures. An engagement allows them to move more quickly, without the time, expense, and commitment of a search for a full-time CMO.
However, our goal isn’t to make our clients dependent on us, but rather to help CEOs build strong, successful organizations. We may serve as an interim CMO, a long-term external resource, or a trusted advisor.
For larger, established companies, it’s often when they are facing new challenges, such as responding to entrants in the market who have a different business model, or launching a new initiative to address changes in the market. We bring an objective perspective and an entrepreneurial spirit to help energize a team facing a new marketplace.
To build or rebuild marketing groups and capabilities, we work closely with you, diving into existing research, hearing the voice of the customer, and developing a framework based on your business objectives. We have a strong bias toward execution and measurement, so we will move quickly and evolve based on quantitative feedback as well as qualitative feedback from customers and partners.