Almost all B2B growth companies have to change up their go to market mix regularly in order to keep scaling. Many times, that requires a change in marketing (and sales) leadership. But in my experience, startup CEO’s tend to have great difficulty creating and hiring to a marketing head spec that ends up working for them. I encourage CEO’s I work with to use a 3 factor matching model when hiring a marketing head: Domain, Skills and Style. Domain matching is how well a candidate knows the company’s product users, purchasers, channels and partners. Skills matching is the strategic, tactical and people skills that the company requires. Style matching means should the new marketing head be an Explorer: able to create and inspire Go To Market experiments that fail fast? Or an Optimizer, who improves the performance of an existing model through scalable processes, metrics and team management?
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