Mar 26, 2021 - Get them talking -- why designing for advocacy is crucial for FMCG brands

From the Editor's Desk

Wanted: Smart Generalists

In the early stages of a startup, founders recognize the value of a strong generalist. They're the Jack (and Jacqueline) of all trades who solves problems, connects dots, and advances projects nobody else owns. What they lack in expertise, they make up for in passion and natural talent.

So it's curious why so many founders seek out specialists for their first marketing hire (that, or an overqualified CMO).

I hear it all the time: "I need to hire the best [SEO/email/performance/demand gen/content] person out there. Know anyone?"

If a founder isn't super familiar or comfortable with marketing, it makes sense that they would want to lean into the parts that are easy to measure and evaluate ROI (SEO projects, email, digital advertising). But hiring a specialist off the bat in any one of these areas might be a mistake. That's because the most important thing in the early stages of your company is experimentation, and specialists are - by definition - biased. You don't know what your primary channels or levers for repeatable, predictable growth are yet, but a smart marketing generalist is the best option for getting you on the path to figuring that out.

Continued here

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