**Dear SaaStr: How Can I Tell if My New VP of Marketing Will Succeed?**
You’ll quickly determine if a new VP of Marketing is suitable. The top performers show immediate results, and you’ll notice specific signs within the first 30-90 days:
1. **They Commit to and Deliver Leads**: An effective VP of Marketing will set and achieve a lead target from the start. If they can’t specify or deliver MQLs or SQLs within 90 days, it’s concerning. Marketing should drive pipeline, and if it isn’t, they’re not fulfilling their role.
2. **They Are Hands-On from the Start**: Successful marketing leaders get involved directly. They’ll create copy, conduct campaigns, and host webinars initially. If they focus solely on hiring without performing tasks themselves, that’s a red flag. You need a proactive leader.
3. **They Enhance Positioning and Messaging**: A strong VP of Marketing will refine your product’s positioning and messaging promptly. You should notice more compelling storytelling in materials like websites and sales decks. If not, they might lack necessary strategic skills.
4. **They Achieve Early Successes**: Within 90 days, expect quick victories like increased leads, a thriving campaign, or enhanced brand visibility. Lack of momentum indicates execution problems.
5. **They Recruit Top Talent**: A capable VP of Marketing immediately builds a strong team, even if that means hiring quality agencies or contractors when the budget is tight. Failure to bring in or upgrade to top talent is troubling. Marketing requires a skilled team.
6. **They Are Data-Driven**: Marketing relies heavily on metrics like CAC, LTV, and conversion rates. A competent VP of Marketing will delve into data to improve campaigns. Without a data-driven approach, they won’t scale marketing effectively.
7. **They Collaborate with Sales**: The best VPs of Marketing work closely with their sales counterparts. They sync regularly with the VP of Sales, aligning on goals to ensure efforts boost revenue. Friction here indicates a problem.
Ultimately, within a sales cycle, you should see measurable improvements in leads, campaigns, and the pipeline. A capable VP of Marketing should articulate a growth-oriented vision with a supporting plan. If you don’t observe progress in these areas within 90 days, it might be time for a serious discussion. Don’t delay a year if it’s not working—act decisively.
For further reading, check out the linked resource on hiring the right VP of Marketing to avoid ineffective strategies.