7 sins of startup marketing

When trying to help a new company get off the ground, there are a few cardinal mistakes that will thwart later growth. Consider these tips.

Ragan Insider Premium Content
Ragan Insider Content

Tens of thousands of startups are born each year. Some grow slowly, while others grow rapidly; some fail fast, and others fail slowly.

While many factors cause startups to succeed or fail, one common determinant for success is a robust marketing capability, whether in-house, outsourced or a mixed model of resources. Having worked with approximately 250 startups and as the marketing mentor to Plug and Play Technology Center, the world’s largest incubator/accelerator, we have identified seven of the key mistakes startups make as they grow when it comes to their marketing program:

Among core corporate functions, such as sales, operations and human resources, marketing has the most variance. In some organizations, CMOs strictly manage an “influencer” function, while in others they have P&L responsibility and manage product development, pricing and other core functions. CMOs have the shortest “life expectancy” among c-level officers because many organizations fail to match the job function to the CMO’s areas of expertise.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.