ENTREPRENEUR MAG / If you think hiring experts is expensive, try hiring novices.
Bryan Karas, CEO of Playbook Media and GrowTal (17 October, 2023)
There are a couple of things founders can get very wrong about marketing at this stage: either they under-invest in things like branding and proving product-market fit, or they over-invest in resources they don't need.
I've seen plenty of founders bring on full-time CMOs or VPs of Marketing when the priorities should be block-and-tackle work and establishing product-market fit and a go-to-market plan. A better approach, and one that doesn't represent a long-term salary commitment and/or equity shares, is a fractional expert who can help you develop your go-to-market strategy and find the right operational talent – which might be freelance – to carry it out.
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