Hiring your first marketing leader is crucial and can be challenging if not done strategically.
**Most “marketers” aren’t suitable as your first marketing hire and leader.**
Here’s how to do it right:
**1. Define Exactly What You Need Now and Hire For That.**
This might seem obvious, but many founders hire a general “marketer.” Look for someone 80%+ focused on what you need in marketing — now.
– Do you need someone to generate leads from scratch, or someone to optimize and scale an existing lead stream?
– If you lack leads, hire a growth/demand-gen expert. If leads are present, hire someone to manage the funnel and increase per lead revenue.
– For a sales-led motion, hire someone experienced in working with a sales team at your stage.
– If you are SMB or enterprise, hire someone familiar with those dynamics.
You can’t risk hiring a marketer who can’t deliver the leads you need for your startup today.
Most marketers will excel at only 3-4 things. Ask them what they’d do as top priorities. Is that what you need?
**2. Hire for Your Current Stage**
Don’t overhire unless you’re growing rapidly. If you’re early-stage, avoid VPs of Marketing from $100M ARR companies; they may be too senior and unwilling to be hands-on. Hire someone who’s built from scratch at startups or small companies and doesn’t need an immediate team. Some agency help is fine, but a big team isn’t necessary.
**3. Focus on Metrics and Execution. Not Brand or Product Marketing. Not Before $10M-$20M+ ARR.**
Your first marketing leader must be metrics-driven. They should have experience with lead velocity rate (LVR), cost per lead (CPL), and conversion rates, showing past achievements in these areas.
**4. Test Hands-On Ability; Look for a “Hands-On Keyboard” Marketer.**
Initially, you need someone to do the work themselves—running campaigns, creating collateral, or organizing webinars. If they focus on strategy over execution, they’re not right for your first hire. Most senior marketers prefer strategy work.
**5. Look for Proven Success. An Owner.**
Request examples of campaigns they’ve run and measurable results. If they lack this, they’re not ready. Bonus if they’ve worked in your industry or with your target customer profile.
**6. Don’t Expect a Silver Bullet. Demand Small, Quick Wins.**
Marketing isn’t magic but about consistent execution and iteration. Expecting immediate 10x lead growth sets you up for disappointment. Be realistic about initial achievements in the first 6-12 months.
**7. Start Pre-Recruiting Early**
Like with a VP of Sales, finding the right marketing leader can take 6+ months. Build relationships with candidates early to avoid last-minute scrambles. Finding a mediocre marketer is easy, but finding one who can truly own the role in your startup is a rare gem.
**8. Avoid the “Blue Pens” Trap**
Hiring the wrong person results in fluff—like branded swag and PowerPoints—but no real outcomes. Ensure they focus on revenue, not building a brand.
**9. Ensure They Convince You Before Starting**
A great marketer should convince you with data and examples of how they can improve your growth. If they can’t convince you, don’t hire them.
Related posts and discussions can provide additional insights into the timing and type of marketing hire you need.