How do you recommend setting up a process for marketing to support sales when that doesn't already exist? Think scrappy startup phase! :)

Ah I remember this stage a few times ;) Again, I think keeping things simple is key. Don't overthink as it will only complicate things and in turn likely create the opposite impact you're aiming for! Prioritise a handful of key initiatives and activities that are inline with the business. Think along the lines of these steps: Based on the product or service you're selling, ensure your value proposition, messaging, competitive differentiators, and other USP's are clearly articulated. Again, keep ...Read More

Sounds like you've entered a fun career path! Prior to working at HubSpot, I worked at a startup/scaleup and learned a ton about being scrappy. I might need a bit more context on exactly what type of support you mean, but if I can read between the lines a bit, I'll do my best to provide a few tips. It sounds like you're doing two things... 1) creating content sales can use and 2) creating nurture email flows to support sales. So let me break that into two sections Creating sales content: I'd rec ...Read More

Congrats, scrappy startup phase is exciting, lots of opportunity to make a big impact!  I suggest starting by getting a baseline understanding of their sales cycle today. What has their approach been? Where are they seeing success, and where are they bottlenecked? Your focus should be different if they're not able to get in the door (help them with ICP insights and positioning for outbound targeting!) vs. struggle to get from first call to pitch (work on discovery questions!).  As you go through ...Read More

For startups building this from scratch, I’d throw out any best practices and build what’s needed for your unique situation. I would think about laying out the sales process and the buyer’s journey. Build your assets for the buyer’s journey overall and assess what parts of that journey are sales interactions. Refer to the top 7 core assets I mentioned in a different question in this AMA - that will be a good place to start. Overall, I highly recommend making your approach buyer journey-oriented ...Read More