Comments on: The Startup Marketing Launch Process is Broken

By: Ethan Garr

Ethan Garr — Thu, 01 May 2008 19:02:36 +0000

Sean, I think this is a really interesting approach to the startup marketing process. I see some other inherent benefits to this approach, but also some potential challenges that may need to be overcome.An early stage marketer is likely to also bring some generalized startup experience that outside of the marketing arena is going to be valuable to the company. Someone who comes from a traditional marketing background, may never have dealt with the nuts and bolts of the startup process: company formation, accounting issues, sales training, etc. An early stage marketing specialist likely has seen a lot of this and has the experience to help the executive team solve other problems so more of the focus can stay on the marketing process. Startups need scrappy people to get the job done no matter what shape it takes, and I think someone who thrives in the early stage marketing role is likely to bring that scrapiness to the table and serve both their position and the company at-large well.One challenge I could see is on the team management side. On day one, when you join the company you are telling the executive team, “I am in this for a set period of time,” and your explaining why. They will respect that because it is in their best interest, and I think it shows a maturity in that you specifically understand this role and its unique attributes. On day 120, however, you begin to hire your team. They are looking to you for leadership–are they going to have the same zeal for their position, knowing that you don’t have the long-view in mind for yourself? I could be totally off-base, but I would think the interim title could make the people-management process harder.When I worked with you, I went beyond what I thought I owed the company many times. I often did this because we fed off each other’s drive and ambition. If I didn’t think you were going to be around in 6 months, I may not have had that same desire. I don’t think that is an impossible one to overcome, but I think being cognizant of it might help you better prepare for ways to keep your team motivated. The right people, may just get it!Good stuff, thanks.

By: Kristian

Kristian — Sat, 26 Apr 2008 11:52:35 +0000

What a great approach to handle the marketers role in VC funded startups. I especially like the “1– 2 week marketing viability” idea – this will help the VC a lot because they can then get a more realistic image of the market size and possibilities than the startup themselves provide when asking for VC

By: John

John — Fri, 28 Mar 2008 16:59:36 +0000

Great post Sean. I’ve also tried the interim thing as a consultant for an early stage as well as the f/t and agree with most of your observations about te value of the former for both sides.

By: Jay Liew

Jay Liew — Mon, 17 Mar 2008 14:24:06 +0000

Sean, this is a great post. I really like how you’ve put an “end” date on your own position (begin with the end in mind, right?) and that you are putting the company’s best interest over your own. I like people who don’t fall into complacency and strive to continuously build equity in themselves. I admire your drive and transparency. I’m a fan of YC’s, Xobni is a great opportunity. Best wishes in your adventure!

By: Sean

Sean — Mon, 03 Mar 2008 18:52:41 +0000

Hey Chuck. Thanks for the comment. Sounds like you should grab this guy. If he’s interested in specializing in the traction marketing stage, please have him contact me at seanwellis at gmail.com. I’d love to exchange notes with him. And right back at ya – here’s to your success with your venture!

By: Chuck

Chuck — Mon, 03 Mar 2008 16:40:17 +0000

Not only do I agree with your assessment, but having my own startup, this is very similar to the marketing approach I am taking (more out of necessity and default than brilliant, extensive experience that you bring). We are launching in mid-April and, while I have my CTO, I have yet to find a marketer for our venture. We have met someone who cannot commit beyond six months right now but he is smart, focused and thinks outside of the box. We’d be crazy to let him go. So it occurred to me that we should have a marketer for this stage (gaining traction) and someone else for the second stage (gestation – as I call it).It really makes sense. Thank you for the wonderful article and here’s to your new and excellent adventures at Xobni (which we will hopefully read a bit about here).