SET A SOLID FOUNDATION & HIT THE GROUND RUNNING
vp marketing
the first two weeks
Starting as the VP of Marketing at a lean, fast-paced startup is both an exhilarating and daunting task, especially when I'm the first marketing hire. With only about ten employees and a blank slate for the marketing department, my role is crucial in laying the foundation for the company's growth. My first few weeks will set the tone for the entire marketing strategy, requiring a mix of deep strategic thinking and swift, tactical execution.
Let's delve into the essential actions and insights that will empower me to hit the ground running and drive my startup’s marketing efforts toward sustainable success.
Understand the Company & Its Vision
Meet with the Founders and Key Stakeholders:
The initial phase of any product launch involves extensive research to understand the market dynamics, customer needs, technological trends, and competitive landscape. This groundwork is crucial for aligning the product with market demands and opportunities.
Product Deep Dive:
Get a comprehensive understanding of the product or service, its unique selling points (USPs), and how it solves customer problems.
Assess the Current State
Market Research:
Conduct a quick analysis of the market landscape, target audience, competitors, and current market trends.
SWOT Analysis:
Identify the company's strengths, weaknesses, opportunities, and threats to understand the internal and external environment.
Set Up Basic Marketing Stack
Digital Presence Audit:
Review the company's current online presence, including the website, social media profiles, and any existing marketing materials.
Analytics and Tracking:
Ensure that analytics tools (e.g., Google Analytics, Mixpanel) are properly set up to track website traffic, user behavior, and key metrics. For more detail, see mastering marketing operations
Internal Alignment
Team Introductions:
Get to know the team, understand their roles, and identify potential collaboration opportunities.
Marketing Plan Alignment:
Align with the product, sales, and engineering teams to ensure marketing strategies support their goals and needs.
Immediate Marketing Needs
Quick Wins:
Identify low-hanging fruits or quick wins that can demonstrate immediate value, such as improving the website's SEO or launching a targeted social media campaign.
Content Creation:
Start creating or planning high-impact content that highlights the product's benefits and engages the target audience.
Develop a Marketing Strategy
Short-Term Plan:
Outline a short-term marketing plan with clear goals, key performance indicators (KPIs), and timelines for the next 3-6 months.
Brand Positioning:
Begin developing or refining the brand’s positioning and messaging framework to ensure consistency across all channels.
Customer Engagement
Customer Feedback:
Gather feedback from existing customers or early adopters to understand their pain points and experiences. This can inform marketing messaging and product improvements.
Email Marketing:
If not already in place, set up an email marketing platform and start building a subscriber list. Plan initial email campaigns to engage and inform potential customers.
Networking & Community Building
Industry Connections:
Start building relationships within the industry, including potential partners, influencers, and thought leaders.
Community Engagement:
Engage with relevant online communities, forums, and social media groups to increase brand awareness and build a community around the product.
Example Actions for the First Two Weeks
Week 1:
Day 1-2: Meet with founders and key stakeholders, understand vision and goals.
Day 3-4: Conduct a product deep dive and market research.
Day 5: Set up or audit analytics and tracking tools.
Week 2:
Day 1-2: Perform a digital presence audit and identify quick wins.
Day 3: Align with product, sales, and engineering teams.
Day 4-5: Develop a short-term marketing plan and start creating high-impact content.
Summary
By focusing on these areas, the VP of Marketing can quickly establish a strong foundation, build internal and external relationships, and start driving initial marketing efforts to support the company’s growth.