Viewyonder’s Post

CEOs - Here is your manual to hire a CMO or Head of Marketing

Two common mistakes CEOs make when hiring a head of marketing. They hire the wrong specialty and hire someone who is used to a different ACV. I call this out because a CEO often hires a marketer and is shocked that they lack off-the-charts creativity or can’t prove ROI. It's tough to find marketers who go deep into every aspect of marketing. Marketing has gotten more complicated. A CMO oversees three different functions, including Product Marketing, Brand marketing, and Demand Generation. However, typically, they have expertise in one and will need to fill gaps through hiring in the other areas. Part of the reason the tenure of a CMO is so short is because they have so much in their per-view. Look at their resumes. Did they work in product marketing, brand/creative, or demand generation? Then, look at who they’ve sold to previously. Someone who worked at a company with an ACV of $400k will approach marketing differently than someone who previously worked for a company with an ACV of $10k. The $400k person will be much more focused on supporting the sales team, and the $10k one will be used to drive demand inbound, qualifying accounts, and setting up the sales team to close high volumes. By carefully considering these criteria, you can significantly narrow your search and increase your chances of finding the right marketing executive, setting your business up for success. 

There are two common mistakes in hiring a head of marketing... Hire the wrong specialty and hire someone who is used to a different ACV. I call this out because a CEO often hires a marketer and is shocked that they lack off-the-charts creativity or can’t prove ROI. It's tough to find marketers who go deep into every aspect of marketing. Marketing has gotten more complicated. A CMO oversees three different functions, including Product Marketing, Brand marketing, and Demand Generation. However, typically, they have expertise in one and will need to fill gap s through hiring in the other areas. Part of the reason the tenure of a CMO is so short is because they have so much in their per-view - major tech spend, analyze how to acquire more customer, qualitative analysis on the brand, defining the ICP and supporting the sales team - this is A LOT! Here are some things to think about: Look at their resumes. Did they work in product marketing, brand/creative, or demand generation? What would you like, someone who can support strategically in positioning, messaging and working with sales, someone who can support the brand and build a magnet, or someone who understands how to drive demand and is more technical-minded. Then, look at who they’ve sold to previously. Someone who worked at a company with an ACV of $400k will approach marketing differently than someone who previously worked for a company with an ACV of $10k. The $400k person will be much more focused on supporting the sales team, and the $10k one will be used to drive demand inbound, qualifying accounts, and setting up the sales team to close high volumes. By carefully considering these criteria, you can significantly narrow your search and increase your chances of finding the right marketing executive, setting your business up for success.

Most of the marketing advice out there insists: “Hire a VP of Marketing first, then build out your team with Demand Gen, Product Marketing, etc.” But here’s the reality: that approach can delay growth and cost you crucial time. Here’s what I recommend: Don’t make a VP of Marketing your first hire. Most VPs are brilliant at high-level strategy, but they rely on a team to execute. You could spend 3-4 months hiring that VP, and another 3-4 months waiting for them to build their team. That’s time you can’t afford to lose. Trust me, I’ve been there as a former VP of Marketing 😝 Start with doers who get results. Hire individuals who can take action from day one—whether it’s optimizing your website for lead generation, managing email marketing campaigns, or setting up digital ads. You need people who can push the needle immediately, not spend months planning. Skip the typical marketing org structure at first. Focus on what works for your business through experimentation. For instance, maybe you discover that webinars are your top lead generation channel. Your next hire should be someone who can own and scale that initiative. Or, if paid social ads are converting like crazy, you need a specialist to double down there. That’s where a Fractional CMO can change the game. A Fractional CMO brings both the strategic insight and the ability to act fast. We guide you in testing various strategies—whether it's growth hacking tactics, targeted email campaigns, or content marketing—and quickly find what works. You get immediate execution and a winning strategy without the overhead of a full marketing department. Worry about building out a traditional structure later. Right now, it’s about creating momentum and scaling smart. Interested in exploring how a Fractional CMO could drive growth for your business? Let’s connect! 🚀 #FractionalCMO #MarketingStrategy #BusinessGrowth #MarketingExecution #StartupMarketing #MarketingLeadership

Debating whether it's time to hire your first marketing exec? 4️⃣ indicators that now is the time... Hiring a CMO or senior marketing executive is a pivotal moment for any startup—it’s a must have addition when you’re ready to scale. But when’s the right time to make that leap? 1️⃣ You’re Outgrowing Tactical Marketing If your marketing team is focused solely on execution—running campaigns, managing social media, or sending email blasts—it’s time for a leader who can define strategy, align teams, and drive long-term growth. 2️⃣ Your Go-To-Market Strategy Needs a Reset If your current approach has plateaued or you’re unsure how to scale beyond your core customer base, a CMO can evaluate your data, identify gaps, and unlock new growth channels. 3️⃣ Cross-Functional Alignment Is Suffering Marketing touches every part of your business—product, sales, customer success, and more. A senior leader ensures alignment across teams, eliminating silos and creating a cohesive growth engine. 4️⃣ You’re Planning Your Next Big Milestone Whether it’s raising Series C, launching a new product, or entering a new market, a CMO ensures your positioning, messaging, and GTM strategy are bulletproof when it matters most. The right CMO doesn’t just market your product—they act as a trusted partner, guiding your company through its next stage of growth. Are you thinking about hiring a marketing leader?

“We’re hiring a head of marketing!” Sure, that’s what they say. But what they really mean is… 👉 “We’re hiring a head of promotion” Someone to… – Execute our tactics. – Run the ads. – Send the emails. – Create the promo codes. – Get the word out. That’s what many people think of as marketing. Yes, promotion should always be part of a coherent strategy. But it’s a different set of skills and activities altogether. It’s not going to move the needle on its own. Today, marketing has its fingers in everything. 1) The Strategy – The important work of research, positioning, segmentation, and targeting. The story. The network effects. The user experience. Being choiceful about all of these things. And to validate the market fit. 2) The Design – The logo. The look and feel. The endless debates. The arguments. The consensus. 3) The Support – Figuring out how to make sales easier. Getting into the weeds of how people in the market buy today. Their perceptions + what helps them get to where they want to be, faster. That’s (very) different from a traditional brand role. 4) The Project Management – The leadership on show. Management of time, money, effort, and resources. Everyday, there are more decisions to be made. More moving parts to juggle. More reasons to say “no”. More things to ship, to validate, and to communicate. Truth is, not much is going to happen with promotion alone. It requires all of the above and more. In fact, the only thing that usually happens is REHIRING for this position every 12 months, when things don’t work out. Because marketing is the easy scapegoat for a missed opportunity. Listen. It’s easy to be confused about the HoM role because it’s never for one person. It’s requires a marketing leader armed with the team, trust, and resources to LEAD + DO marketing. Today's smart founders view marketing as the LEADERSHIP function it (truly) is. And not a wave of random ads. #marketing #b2bmarketing PS. Good luck. It's the toughest job to fill today.

Many businesses hit a point where marketing becomes essential—but hiring a full-time CMO just isn’t in the cards. You’re not alone. That’s where we come in. Blaze Ahead provides executive-level marketing expertise exactly when you need it, helping you build out a marketing function and strategy that drives growth without the overhead. Get started today ---> www.blaze-ahead.com or hello@blaze-ahead.com

Looking for the perfect employee for a marketing position? Here are three important questions I always ask candidates: 1. Have you ever invested your money in advertising? If a candidate has never invested his or her money in advertising, he or she will probably treat your money like playing chips. This question will help you understand how much he or she appreciates and understands the value of advertising campaigns. 2. What is the primary task you think we're hiring for? We don't just want an ad campaign exec, but someone who understands the strategic importance of each campaign to business growth - whether it's for immediate results or long-term development. 3. How will you measure your performance and what KPIs will you set for yourself? Forget about hours and clicks. We're interested in ROI and revenue growth. If a candidate doesn't talk about this, they don't understand the essence of the advertising function in a business. These three simple questions will help you find a marketer who not only knows how to create ads, but also knows how to maximize your profits.

This is spot on. Marketing doesn't exist simply to send out bad emails, post self-serving company news on LinkedIn, and create sales collateral/decks (sorry to disappoint, but there isn't a magic sales sheet that will close deals). Marketing is about strategy, smart brand execution, and project management. If marketing is done well, sales teams perform better, customers are happier, and the market understands your product's value - all this is foundational to long-term success. Of course, the other option is to double down on the next big buzzword and hope that results in growth. I see you AI (and I don't mean Allen Iverson - yes that's a Philly reference).

When is the right time to hire a head of marketing? If you’re a company leader who can answer yes to one or both of the following questions, NOW is *likely* the right time to hire a head of marketing either in a fractional CMO capacity or in a full-time capacity. Can you benefit from brand development? (Establishing your brand, enhancing brand awareness, differentiating your company from your competitors, having consistent branding across multiple channels, etc.) Would you like to grow your company within the next six months to one year? While you may not need new business RIGHT NOW, growth is not something that can just be turned on overnight. A head of marketing can start building the foundation for a strong brand before you’re under the gun needing leads. In addition, a head of marketing can contribute value to a company in the capacity of: 👏Getting all teams aligned with brand messaging  👏Supporting the sales team with email scripts, sell sheets, case studies, testimonials, webinars, and other collateral to help them close deals 👏Working with customer success to implement a customer retention strategy before your company starts losing customers Which marketing level is best? A marketing director? Vice president of marketing? Chief Marketing Officer (CMO)? In a full-time or part-time capacity? Can someone who is entry-level work? Drop a time on my calendar and let’s discuss this: https://lnkd.in/euQGqCna If I don’t think either is necessary now, I will let you know. The key here is to consider your goals and timeline and hire before it’s too late. Not hiring a head of marketing soon enough can set you back in the market. Hope that helps!