Why Your VP of Marketing's Strengths Should Drive Strategy
Align marketing efforts with your VP's core competencies for maximum impact.
1Field marketing's hit-or-miss nature
At SaaStr events, similar SaaS companies see wildly different results - one competitor closed $700k post-event while another got zero leads. The difference lies in execution quality. Companies like Brex, Looker, and Stripe report field marketing outperforming other channels when done well. However, most marketers remain skeptical about event ROI, with many simply 'showing up' without proper engagement strategies.
2Five core marketing functions
A VP of Marketing typically oversees: 1) Brand/Corporate Marketing (critical post-$50M ARR), 2) Product Marketing (sometimes reporting to Product), 3) Field Marketing (events/steak dinners), 4) Content Marketing (now an early hire), and 5) Demand Generation (holding lead commitments). Few VPs excel at all five - most have never managed a true pipeline commit, making specialization crucial.
3The specialization imperative
Marketing leaders naturally gravitate toward their strengths - brand experts focus on branding, event specialists excel at conferences, content wizards drive SEO. Forcing a VP to prioritize weak areas yields mediocre results. While accountability across functions remains important, primary KPIs should align with their core competencies rather than attempting equal excellence in all domains.
4Demand generation DNA
SaaStr advocates for VPs with demand generation expertise - the ability to not just generate leads but manage them through the funnel with quantifiable commitments. Yet over 95% of marketing leaders lack experience holding pipeline quotas. This specialized skill differs significantly from broader marketing responsibilities like brand management or content creation.
5Early-stage vs. growth priorities
Marketing needs evolve dramatically with scale. Early-stage companies require minimal brand marketing but need strong demand gen. Post-$50M ARR, brand positioning becomes critical. Product marketing's reporting structure often shifts from Product to Marketing as companies grow. Recognizing these phase-specific needs prevents misaligned hiring and wasted resources.
6The event execution gap
Successful field marketing requires specific skills - driving prospects to booths, making personal connections, following up effectively. Companies that simply exhibit without proactive engagement consistently underperform. The same pattern appears in digital events, where a minority of marketers achieve exceptional results while most see poor returns on similar investments.
7Content marketing's rising importance
Once considered part of brand or product marketing, content has emerged as a distinct function requiring early specialization. Effective content leaders build SEO-to-lead engines that drive predictable pipeline. This represents a shift from traditional marketing structures, where content often served broader brand goals rather than operating as a standalone lead source.
8Alignment drives marketing success
The key lesson: match primary marketing objectives to your VP's proven strengths rather than expecting excellence across all functions. While they should oversee all areas, their core competencies will naturally receive more attention and yield better results. This focused approach reduces frustration and increases the likelihood of campaign success.
Original article: SaaStr — Why Your VP of Marketing's Strengths Should Drive Strategy