Don’t hire a CMO just because it feels like the “grown-up” thing to do.
Startups and scale-ups all hit that moment when things are picking up, leads are trickling in, and someone says, “We need to get serious about marketing.”
That’s not wrong. But it’s not a reason to over-hire or build the wrong function.
Let’s break it down.
Startups Grow Through Stages
Each stage of growth calls for a different kind of marketing team.
Here’s how to know what to build, when to build it, and who to bring on board.
Image Courtesy: GTM Partners
Stage 1: Problem-Market Fit (aka “We’re Still Figuring This Out”)
Don’t hire someone to run strategy workshops before you’ve closed your first few customers.
You’re still validating your product and testing your messaging.
What you need:
- A senior IC who can create and ship content, emails, landing pages, and more
- Someone who knows how to write, test, learn, and move fast
- A small freelance budget to plug gaps in design, SEO, or paid ads
What you don’t need:
- A big-picture brand marketer who doesn’t know how to run a campaign
- A CMO or “Head Of” who delegates but can’t execute
Quick tip:
Hire for execution now. Save the deep strategic thinking for later.
Stage 2: Product-Market Fit (aka “Let’s Scale What’s Working”)
You’ve got traction. Now you need consistency.
You’re growing. You’re seeing patterns. You’re ready to build something repeatable.
What you need:
- A VP or CMO who’s still hands-on and knows how to build a function
- A core team covering content, demand gen, and lifecycle
- Clear ownership and a roadmap tied to revenue
What you don’t need:
- A 12-person team with no defined roles
- Strategy with no systems, repeatable plays or follow-through
Quick tip:
Focus on building momentum. Keep experimenting, but start optimising what works.
Stage 3: Platform-Market Fit (aka “We’re Not Just a Product, We’re a Platform”)
Now’s the time for specialists, alignment, and real marketing leadership.
You’re not just selling a thing. You’re selling a solution, a platform, a future.
What you need:
- Functional leaders across demand gen, product marketing, customer marketing, and brand
- A CMO who sets direction, aligns teams, and leads at the exec level
- Clear goals, shared tools, and connected data
What you don’t need:
- A generalist writing email copy while trying to drive board-level growth
- Siloed revenue teams that never talk to each other
Quick tip:
Get everyone in the same room. Run integrated plays. Share wins and data across teams.
But Wait… Do You Even Need a CMO?
Only if you’re ready for one.
CMOs are amazing when your business needs strategy, alignment, and visibility across every motion. But they’re not magic.
The better question is: what kind of marketer do you need right now?
So, Who Makes the Best Marketing Leader?
This is where things get fun.
Depending on your goals, you might lean toward one of these marketing archetypes:
The Brand Marketer
- Long-game thinker focused on reputation, consistency, and building awareness and credibility
- Best for companies looking to build trust, tell big stories, and go category-first
The Demand Gen Marketer
- Revenue driver focused on pipeline, performance, and conversion
- Best for companies chasing growth and needing clear marketing ROI
The Product Marketer
- Translator and messaging architect straddling product, sales, and customer needs
- Best for companies launching, differentiating, or tightening GTM alignment
The Growth Marketer
- The hacker, the tester, the “what happens if we try this?” operator
- Best for companies that want rapid experimentation, new channel testing, and market expansion backed by data
The Partner Marketer
- Connector of ecosystems, builder of co-marketing plays, and amplifier of reach
- Best for companies looking to scale through strategic alliances, integrations, and community
Quick tip:
The “right” marketing leader is the one who helps you reach your next milestone.
TL;DR: Build Your Marketing Function to Your Stage
| Stage | Build This | Why It Works |
|---|---|---|
| Problem-Market Fit | Hire a hands-on generalist | You need output and quick wins |
| Product-Market Fit | Add a core team and VP or CMO | You’re scaling what works |
| Platform-Market Fit | Bring in specialists and a true CMO | You’re building to dominate |
Final Word
Don’t build a marketing function for the business you hope to be one day.
Build for the stage you’re in right now, and evolve from there.
Need a sounding board? I help startups and scale-ups figure this stuff out every day. Let’s chat.
