Founders' Marketing Compass

In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak interviews David Howland, CMO of Earnix, about navigating the complex world of B2B SaaS marketing. With extensive experience as a three-time B2B SaaS CMO and a decade at NASDAQ, David shares valuable perspectives on translating high-level business metrics into actionable KPIs, measuring both performance marketing and brand awareness, and building successful CEO-CMO relationships. The conversation explores how to effectively run intent-based ABM campaigns targeting enterprise clients, create meaningful industry thought leadership, and avoid common marketing pitfalls. David emphasizes the importance of curiosity, enthusiasm, and humility when building marketing teams, and provides insights into how the CMO role has evolved to become more strategic and integral to overall business success.Key TakeawaysModern CMOs need to be data-centric, able to directly tie 85% of marketing spend to pipeline impact and revenue generationFor brand awareness measurement, focus on analyst coverage, win-loss analysis, and anecdotes from sales teams to complement performance metricsSuccessful CEO-CMO relationships require clear communication, alignment, and transparency about expectations and goalsLong-term marketing success requires looking beyond immediate quarters to 2-3 years aheadThe "hero mentality" in startups is unsustainable; building scalable marketing processes is essentialWhen targeting enterprise clients, focus on qualifying accounts rather than individual leads (MQLs)Intent-based ABM campaigns are highly effective for enterprise sales, with Earnix averaging 150+ touches before securing a meetingPosition your company as a facilitator of industry connections rather than just selling your productWhen implementing new marketing tools or strategies, ensure you have the right resources, people, and infrastructureThe top three qualities to look for when hiring marketing talent are curiosity, enthusiasm, and humilityStartups often mistakenly believe a single marketing tactic will drive growth instead of building a comprehensive foundationCEOs sometimes set mandates that aren't aligned with market signals, creating misalignment with marketing teamsThe CMO role has evolved to be more strategic, integrated across all aspects of the business, and a potential pathway to CEOChapters00:00 - Introduction and David's professional background04:10 - Translating business metrics into actionable marketing KPIs08:23 - Measuring brand awareness and thought leadership impact12:03 - Building effective CEO-CMO relationships18:33 - Setting clear expectations and communication channels23:04 - Resource allocation and prioritization strategies27:18 - Successful intent-based ABM campaigns for enterprise30:29 - Creating industry events as relationship-building platforms34:55 - Lessons from marketing campaigns that didn't succeed37:16 - Top qualities to look for when hiring marketing talent39:45 - Common mistakes and advice for marketing leadersDavid's LinkedIn:https://www.linkedin.com/in/davidmhowland/Etgar's LinkedIn:https://www.linkedin.com/in/etgar/KeywordsB2B marketing, CMO, CEO relationships, intent-based marketing, marketing metrics, brand awareness, thought leadership, enterprise sales, ABM campaigns, marketing talent, digital marketing, marketing strategy, trust building, marketing KPIs, category leadership This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

Join host Etgar Shpivak on Founders' Marketing Compass as he interviews Jason Harper, founder of Ready Signal and AI economist. Jason shares his journey from economist to GoDaddy employee to Ford executive, before founding his own successful consulting company. Discover his unique perspective on marketing effectiveness, team building, and the critical founder-marketer relationship. Jason reveals practical insights on measuring marketing ROI, setting proper expectations, and balancing startup growth with marketing investment.Key Takeaways:* Hard metrics like cash flow and booked meetings are crucial for evaluating marketing effectiveness in early-stage startups* The top three qualities Jason looks for when hiring are attitude, effort, and competence - in that exact order* Founders often make the mistake of having unrealistic expectations about marketing timelines and results* Senior marketing roles need competitive compensation - underpaying leads to poor outcomes* Bridging the gap between founder expectations and marketing realities requires clear communication and concrete KPIs* When investing in startups, Jason values people with the right attitude over specific marketing expertise* For startups to succeed, founders need to be "all in" - side hustles rarely work for launching successful companies* Startup cash reserves typically last half as long as founders initially estimate* Marketing leaders must understand both immediate sales needs and long-term brand buildingJason's LinkedIn: https://www.linkedin.com/in/maximizeroi/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: startup marketing, founder-marketer relationship, marketing KPIs, marketing team building, startup investment, marketing ROI, sales metrics, marketing expectations, AI economist, Ready Signal, entrepreneurship journey, marketing budget, startup funding, marketing leadership, B2B marketing This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Talor Sax, Managing Partner at eHealth Ventures, recently recognized as a leading health tech VC. With over two decades of experience in health tech, Talor shares crucial insights on what investors look for in early-stage health tech startups. From understanding market dynamics and establishing value propositions to navigating different healthcare systems globally, this conversation offers invaluable guidance for founders looking to secure funding in the health tech space. Talor's candid perspective on the realities of healthcare economics and the importance of founder location makes this a must-watch for any health tech entrepreneur.Key Takeaways:* Health tech startups typically require a 10-year journey from idea to exit, significantly longer than other tech sectors* Early-stage health tech founders often come from medical or engineering backgrounds with limited business experience* For pre-commercial startups, showing market value through initial revenue or strategic partnerships is more compelling than just having great technology* Understanding the complex decision-making process involving multiple stakeholders (patients, providers, payers) is crucial* Investors conduct deep analysis of financial models and assumptions to evaluate founders' thinking processes* Pilots in Israel demonstrate clinical value but have limited business value for international markets* Having the CEO physically located in the target market accelerates growth and regulatory processes* While many Israeli founders focus exclusively on the US market, European countries offer valuable opportunities with less competition* The Netherlands has the highest-paying health system in Europe, while Germany offers a larger market at lower price points* For international investment appeal, health tech companies should consider early corporate restructuring ("flipping")Chapters:0:00 - Introduction and Talor's background in health tech 2:28 - Helping early-stage founders with limited business experience 4:27 - What investors look for in pre-commercial health tech startups 6:40 - Setting realistic KPIs and fundable milestones 10:13 - The due diligence process for health tech investments 14:52 - The business value of Israeli pilots in international markets 17:39 - Common misconceptions about health tech startups 18:22 - Should entrepreneurs start health tech companies in Israel? 20:52 - Recommendations on company structure and founder location 24:15 - Promising European markets for health tech expansionTalor's LinkedIn: https://www.linkedin.com/in/talorsax/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: health tech, venture capital, healthcare startups, medical device investments, healthtech funding, digital health, healthcare economics, founder journey, Israeli startups, international expansion, healthcare systems, early-stage investments, KPI setting, digital therapeutics, healthcare pilots This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak interviews Lior Handelsman, Partner at Grove Ventures and co-founder of SolarEdge (a company that reached a $20B valuation). Drawing from his 15 years of experience leading product strategy and marketing, Lior shares invaluable wisdom on building effective marketing teams for early-stage startups. From understanding market dynamics to knowing when to hire in-house versus outsourcing, Lior dispels common myths about marketing organization structure and offers practical frameworks to help founders make better decisions about their go-to-market strategy.Key Takeaways:* Market immersion is essential. Successful founders and marketing teams must go beyond surface-level insights to deeply understand market players, trends, and sales mechanisms.* Founder-led marketing first: Even tech-focused founders need to lead initial marketing and sales efforts before hiring specialists - only founders can discover what truly works.* Start with VP, not CMO: To reduce risk and maintain flexibility, begin with a VP of Marketing rather than a CMO when hiring full-time marketing leadership.* Fractional expertise works early: Advisors and fractional CMOs are valuable for early-stage guidance while founders handle execution.* Repeatability test: Before scaling your marketing team, verify that your sales process is repeatable across similar customer types with consistent pitches.* Track the right metrics: Beyond ACV and CAC, monitor time-to-close and performance uniformity across team members to determine scaling readiness.* Marketing compensation structure: Performance-based compensation works better for sales than marketing; annual bonuses based on overall performance are more effective for marketing teams.* Process over perfection: Establish transparent marketing processes that are understandable, effective, and measurable, especially by Series A.* Know who you're NOT targeting: Understanding who isn't your target can be as valuable as knowing who is when building marketing strategies.* Accept constant improvement: Nothing in a startup ever reaches "smooth sailing" - the key is prioritizing what needs fixing today versus tomorrow.Chapters:00:00 - Introduction and Lior's background 02:26 - What makes startup marketing teams successful 03:44 - Handling founding teams with technical expertise but marketing gaps 06:32 - When to hire full-time vs. fractional CMOs 09:14 - Repeatability as the key metric for scaling marketing 10:50 - Setting the right marketing KPIs 14:13 - Marketing budget allocation benchmarks 15:10 - In-house marketing vs. external agencies 17:14 - Marketing team compensation strategies 21:26 - Due diligence process for marketing teams 23:02 - Addressing short tenure in marketing roles 26:36 - Common startup misconceptions debunkedThanks for reading! Subscribe for free to receive new posts and support my work.Lior's LinkedIn: https://www.linkedin.com/in/liorhandelsman/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: startup marketing, founder-led sales, fractional CMO, marketing KPIs, marketing budget allocation, marketing compensation, marketing team structure, early-stage startups, go-to-market strategy, B2B marketing, Grove Ventures, marketing metrics, seed-stage marketing, startup scaling This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Ira Belsky, the Co-founder and Co-CEO of Artlist. Ira shares his journey from video creator to entrepreneur, explaining how Artlist emerged from his own need for better content licensing for creators. The conversation delves into how Artlist navigated the rise of generative AI, maintained impressive marketing ROI metrics, balanced performance marketing with brand building, and fostered strong relationships between marketing and sales teams. Ira's insights into creating a customer-centric company that is both profitable and growing offer valuable lessons for founders at any stage.Key Takeaways:* Artlist started as a bootstrapped solution to a personal need Ira faced as a video creator, rather than an effort to build a large company.* The company has remained profitable throughout most of its history, achieving exceptional marketing ROI metrics (reaching 500%).* With annual subscriptions, Artlist could instantly measure marketing ROI without complex LTV calculations.* As the company expanded, it needed to transition from pure performance marketing to brand building to ensure long-term sustainability.* Ira advises testing brand marketing effectiveness through incrementality testing (e.g., conducting campaigns in select states).* Artlist shifted from B2C to B2B by initially targeting existing customers who fit B2B profiles.* The company upholds strong sales and marketing relationships by enforcing a zero-tolerance policy for finger-pointing.* Ira appreciates marketing leaders who are deeply aligned with the company mission, highly analytical, and focused on nurturing team culture.* Startup success stems from "many small good decisions" rather than a single groundbreaking idea.* CEOs must continually adapt their roles based on the company's needs at each stage.Chapters:0:00 - Introduction and welcome 2:01 - Impact of generative AI on Artlist 3:49 - Defining marketing KPIs and their evolution 6:45 - Challenges with LTV calculations for early-stage startups 10:30 - Balancing performance marketing with brand building 13:58 - Measuring brand marketing effectiveness 18:20 - Managing the relationship between sales and marketing teams 24:10 - Top qualities to consider when hiring marketing leadership 26:43 - Common mistakes founders make with marketing teams 27:36 - Debunking misconceptions about running startups 28:15 - Advice to his younger self when founding ArtlistThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Ira's LinkedIn: https://www.linkedin.com/in/ira-belsky-8aa090126/ Etgar's LinkedIn: https://www.linkedin.com/in/etgar/ Keywords: startup marketing, B2B marketing, B2C marketing, SaaS marketing, LTV, CAC, ROI, brand building, marketing KPIs, marketing leadership, Artlist, content creation, generative AI, bootstrapped startup, marketing and sales relationship This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this episode of Founders' Marketing Compass, host Etgar Shpivak interviews Alex Frenkel, CEO and co-founder of Kai.ai, a platform revolutionizing mental health support. Frenkel shares his journey from clinical psychologist to tech entrepreneur, explaining how Kai.ai evolved from a B2C to B2B2C model. The platform combines AI with human therapists to provide scalable emotional support, enabling clinics to serve more patients effectively. Alex discusses crucial insights about pivoting based on unit economics, the importance of local marketing teams, and building strong advisory boards for international expansion.Key Takeaways:* Early-stage startup success often requires co-founder-led marketing initiatives* B2C growth metrics (low CAC) don't guarantee business success without sustainable LTV* Having local marketing teams is crucial for understanding market nuances* CEOs should be the first salespeople before building a sales team* Building a strong advisory board is essential for international expansion* Entrepreneurial background is crucial when hiring early-stage marketing talent* Timing is critical when hiring senior marketing executives* Focus on co-founders first, then problem-solution fit* Perseverance through multiple pivots is essential for startup success* The willingness to iterate quickly and adapt marketing materials is crucialChapters: 0:00 - Introduction & Background 3:20 - Kai.ai's Evolution 7:34 - Unit Economics & Pivot 10:43 - Marketing KPIs 13:08 - CEO as First Salesperson 15:03 - Marketing Team Qualities 19:05 - Building Advisory Board 23:01 - Marketing Compensation 24:14 - Common Marketing Mistakes 25:29 - Startup Misconceptions 28:10 - Entrepreneurial Advice 29:19 - Marketing IterationsThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Alex's LinkedIn: https://www.linkedin.com/in/thefrenkel/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: mental health tech, startup pivot, unit economics, advisory board, marketing KPIs, Israeli startups, B2B2C, entrepreneur hiring, startup perseverance, product-market fit This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Udi Ledergor, Chief Evangelist & former CMO at Gong, to explore the strategic landscape of B2B marketing leadership. Udi shares his revolutionary "95-5 Rule" of B2B marketing, revealing that only 5% of your potential market is ready to buy at any given time. This principle fundamentally changes how companies should approach their marketing strategies and resource allocation.Key Takeaways:* The 95-5 Rule: Focus primary resources on the 5% ready to buy, while nurturing the 95% differently* Different CEO types require different CMO approaches - from the marketing-savvy CEO to the hands-off leader* Before starting a CMO role, assess product-market fit, existing KPIs, and team capabilities* Category creation requires patience and a long-term vision - it's not an overnight process* Data-driven decision-making is essential for validating marketing strategies and investments* Building a marketing team requires careful consideration of both immediate needs and future scalability.* Marketing leaders should align their approach with their CEO's background and vision* Content and campaigns should be designed differently for immediate buyers versus future prospects.* Personal branding and thought leadership can be powerful tools when used authenticall.y* Focus your highest-converting marketing activities on the ready-to-buy segmentChapters: 0:00 - Introduction and Career Background 5:32 - Marketing KPIs and Measurement 15:40 - CEO-CMO Relationship Dynamics 22:15 - Category Creation Strategy 28:00 - Data-Driven Marketing Decisions 33:15 - Building Marketing Teams 40:18 - Case Studies and Success Stories 44:46 - Learning from Marketing Challenges 49:52 - Leadership Advice for Marketing Executives 54:38 - Final Thoughts and RecommendationsThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Connect with UsUdi's LinkedIn: https://www.linkedin.com/in/udiledergor/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: B2B Marketing, Marketing Leadership, Category Creation, CMO Strategy, Marketing KPIs, Marketing Analytics, Marketing Operations, CEO-CMO Relationship, Marketing ROI, Marketing Team Building, B2B SaaS, Marketing Metrics, 95-5 Rule, Marketing Transformation, Growth Marketing This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak interviews Dor Eligula, CEO and co-founder of Bridgewise. As a second-time founder at just 29, Dor shares invaluable insights from his journey leading a successful FinTech enterprise. The conversation delves deep into the evolution of marketing KPIs in B2B enterprise software, featuring a fascinating case study of Bridgewise's successful expansion into the Japanese market. Dor reveals how his team's data-driven approach led them to pursue Japan despite skepticism from investors, ultimately securing partnerships with giants like the Japanese Stock Exchange and Rakuten Securities. The episode offers unique perspectives on managing marketing-sales team dynamics, compensation structures that align interests, and crucial qualities to look for when hiring marketing leadership. Whether you're a founder navigating growth stages or a marketing professional in the B2B space, this episode provides actionable insights for building successful marketing strategies.Key Takeaways:* Marketing KPIs should evolve with company growth stages - what works in year one won't necessarily work in year three* Data-driven market research can reveal unexpected opportunities - as demonstrated by Bridgewise's successful Japan expansion* High-touch, relationship-based marketing activities like intimate executive dinners can yield better ROI than large-scale campaigns* Aligning sales and marketing team compensation with the same metrics reduces interdepartmental tension* Look for marketing leaders with actual sales experience who understand the day-to-day challenges of closing deals* Strong personal references are crucial when hiring marketing leadership* Don't settle for less than A-players, even if it means hiring fewer people* Founders should trust their marketing experts and provide them with necessary resources rather than trying to control everything* Early investment in top talent, though expensive, yields better results than trying to save money on personnel* Build your company's motivation around something that drives you to make "irrational" decisions necessary for successChapters:0:00 - Introduction and Background3:05 - Defining Marketing KPIs in B2B 5:50 - Market Expansion Strategy 7:36 - Japan Market Entry Decision 10:47 - Building Trust in New Markets 14:13 - Managing Sales-Marketing Alignment 16:23 - Key Qualities in Marketing Leadership 20:18 - Identifying Genuine Marketing Talent 22:53 - Common Founder Mistakes 24:55 - Startup Management Misconceptions 28:06 - Finding Entrepreneurial MotivationThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Dor's LinkedIn: https://www.linkedin.com/in/doreligula/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: B2B marketing, enterprise software, startup growth, marketing KPIs, sales-marketing alignment, talent acquisition, Japanese market entry, FinTech, leadership development, entrepreneurship, market research, team building, business development, startup scaling, international expansion This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Barrel Kfir, Partner at Dell Technologies Capital. With an impressive background in computer science intelligence corps and venture capital, Barrel shares invaluable insights about marketing strategies for startups at different stages. As a seasoned investor focused on cybersecurity, enterprise infrastructure, and deep tech, he emphasizes the critical importance of balancing lead generation with brand building - even in early-stage startups. The conversation delves into crucial topics like marketing budget allocation, compensation structures, and the delicate balance between stealth mode and market presence. Drawing from his decade of investment experience across firms like JVP, Intel Ignite, and Vintage, Barrel provides practical advice for founders on building successful marketing teams and avoiding common pitfalls in the startup journey.Key Takeaways:* Technical founders often underestimate the importance of branding and messaging from day one* The marketing budget should not exceed 20% at the seed stage and 30% at Series A* The ideal time to hire a full-time CMO is around Series B, with several million in revenue and multiple customers* Working with branding agencies or fractional CMOs is recommended for early-stage startups* Marketing KPIs should be divided between awareness, consideration/decision, and delight stages* Short marketing team tenure is often due to easier measurability compared to other roles* Thought leadership is crucial for early-stage startups, especially in competitive spaces* Creating brand awareness needs to be balanced with maintaining stealth mode* Marketing compensation should combine base salary with performance metrics* Early validation of marketing hires is crucial for startup successChapters:0:00 - Introduction and Background 3:07 - The "Dark Side" of VC 3:59 - Marketing Team Success Factors 6:05 - VC Involvement in Marketing KPIs 8:11 - Marketing Budget Allocations 11:01 - Fractional CMO vs Agency Discussion 14:04 - Marketing Team Compensation Structure 18:04 - Marketing Role Retention Challenges 20:43 - Evaluating Marketing Success 22:48 - Marketing Due Diligence Process 25:23 - Common Marketing Mistakes 26:07 - Startup Misconceptions and AdviceThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Connect with our Guest: Barrel's LinkedIn: https://www.linkedin.com/in/barrel-kfir-1597a8a6/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: #StartupMarketing #VentureCapital #MarketingStrategy #StartupGrowth #MarketingTeam #BrandBuilding #LeadGeneration #MarketingBudget #StartupInvestment #MarketingKPIs #DellTechnologiesCapital #StartupFounders #MarketingLeadership #TechStartups #StartupAdvice This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Maya Ber Lerner, co-founder and CEO of Chiefy, a surgical team collaboration platform. As a biomedical engineer turned software expert married to a surgeon, Maya shares her unique journey of transforming her husband's frustrations with surgical team communication into an innovative healthcare solution. The conversation delves deep into the challenges of marketing in healthcare, setting meaningful KPIs, and managing cross-functional team dynamics. Maya offers valuable insights on how she bridges the gap between high-level mission goals (improving healthcare outcomes) and practical marketing metrics while maintaining team alignment and motivation. Her perspective on bottom-up marketing in healthcare and the importance of focusing on life-saving impacts and quality-of-life improvements for medical professionals makes this episode a must-listen for healthcare startup founders.Key Takeaways:* Healthcare startups should focus primarily on go-to-market strategy rather than technology* Impact mapping helps align marketing activities with company goals* Bottom-up marketing directly to clinicians can be effective in healthcare* Regular cross-functional team meetings prevent silos and improve collaboration* Balance between grand mission (saving lives) and practical benefits (saving time) in marketing messaging* Early-stage KPIs need to be flexible and evolve with company strategy* Building a strong team culture is crucial for startup success* Social media can effectively humanize healthcare technology* Sometimes, the biggest startup challenge is being stuck in the middle - neither failing nor succeeding dramatically* Focus on small, practical improvements that lead to a bigger impactChapters:0:00 - Introduction and Background 3:15 - Setting Marketing KPIs 6:01 - Healthcare Go-to-Market Strategy 8:25 - Managing Product-Marketing Tension 11:01 - Balancing Mission and Metrics 14:52 - Team Building and Culture 17:22 - Marketing Team Compensation 19:26 - Common Marketing Mistakes 20:56 - Startup Misconceptions 22:31 - Founder Advice Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Maya's LinkedIn: https://www.linkedin.com/in/mayaber/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: #HealthcareTech #StartupMarketing #SurgicalTechnology #TeamCollaboration #FounderJourney #MarketingStrategy #ProductMarketing #HealthcareInnovation #StartupLife #KPIs #GoToMarket #Healthcare #StartupFounder #MarketingMetrics #FounderAdvice This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak welcomes Maya Szutan Azoulay, Partner at lool ventures, to discuss the intricate relationship between startups and their marketing teams. With her unique background spanning from Special Forces to leading operations at successful startups like Hi Bob and Venn, Maya brings invaluable insights from both the operational and investment sides. She shares her perspective on marketing budget allocation, the role of CMOs in different growth stages, and the delicate balance between in-house and outsourced marketing teams. The conversation delves deep into how early-stage startups should approach marketing. Maya emphasizes the importance of founders staying actively involved in their company's marketing efforts rather than completely delegating them. Her fresh perspective on marketing team compensation and the evolving landscape of startup marketing makes this episode essential listening for founders and marketing professionals alike.Key Takeaways:- Marketing teams need to balance brand building with market positioning- Early-stage startups should limit their marketing budget to under 20% of the total spend- The decision between fractional vs. full-time CMO should be based on market fit rather than ARR- Founders must maintain active involvement in marketing strategy, even after hiring professionals- Marketing team compensation should be aligned with business success metrics- Consider market education vs. product marketing when setting marketing objectives- Agency relationships should be viewed as evolutionary partnerships- Cross-functional compensation between sales and marketing can drive better results- Marketing leadership roles require a deep understanding of multiple disciplines- Flexibility and creativity are crucial in today's rapidly changing business landscapeChapters: 0:00 - Introduction and Welcome 3:38 - What Makes Marketing Teams Successful 5:28 - Marketing KPIs and Business Growth 8:42 - Marketing Budget Allocation 14:11 - Fractional vs. Full-time CMO Discussion 18:59 - VC Perspective on Marketing Leadership 21:14 - In-house vs. Agency Marketing Teams 24:52 - Marketing Team Compensation Structure 26:38 - Common Founder Mistakes 28:58 - Personal Career Insights 29:52 - Future of Startup MarketingMaya's LinkedIn: https://www.linkedin.com/in/maya-azoulay-5187043a/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Keywords: #StartupMarketing #VentureCapital #MarketingStrategy #StartupGrowth #CMO #MarketingBudget #StartupFounders #B2BMarketing #MarketingLeadership #StartupInvestment #MarketingTeam #AgencyVsInhouse #MarketingKPIs #StartupAdvice #IsraeliStartups This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Reut Rachel Geva, a seasoned founder and investor. Reut shares her journey from a high school programmer to a successful entrepreneur and investor, offering invaluable insights on defining marketing KPIs, balancing short-term goals with long-term vision, and the realities of running a startup. Her unique perspective as both a non-marketer and a startup founder provides fresh, practical advice for aspiring entrepreneurs.Key Takeaways:* Regularly reassess and adjust your marketing KPIs every quarter to stay adaptable in a rapidly changing world.* Balance big-picture strategies with day-to-day operations by working in two divisions that support each other.* As a founder, embrace being the face of your startup, especially in the early stages.* Running a startup is not easy money - it requires hard work, dedication, and often involves personal sacrifices.* A startup's success affects not just the founder, but their entire family.* Successful marketing teams work as a cohesive unit towards a common goal.* Avoid falling into familiar marketing routines; instead, analyze where your target audience is and focus your efforts there.* Persist in your vision, even when others don't understand it.* Become a marketing expert through research, experimentation, and learning from failures.Chapters:0:00 Introduction and Reut's background 2:13 Defining marketing team KPIs 5:15 Balancing short-term goals and long-term vision 12:28 Most surprising lesson as a founder 13:24 Common misconceptions about running a startup 17:05 What makes a startup's marketing team successful 19:45 Key metrics for investment decisions 20:34 Biggest marketing mistakes startups make 24:04 Advice to her younger self 25:01 Becoming a marketing expert as a non-marketerReut's LinkedIn: https://www.linkedin.com/in/reut-rachel-geva/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywords: startup marketing, KPIs, founder journey, investment decisions, marketing mistakes, startup realities, adaptability, long-term vision, marketing expertise This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this engaging episode of "Founders' Marketing Compass," host Etgar Shpivak sits down with Orlie Gruper, General Partner at Mobilitech Capital. With 19 years of experience in the mobility sector, Orlie shares invaluable insights on startup marketing strategies, the importance of clear messaging, and the role of marketing in a startup's success. Drawing from her diverse background as a founder, investor, and advocate for women in mobility, Orlie emphasizes the critical need for startups to prioritize marketing efforts from the early stages. She discusses the evolving expectations for marketing teams across different funding rounds and highlights common pitfalls startups should avoid. This episode offers a wealth of knowledge for founders and marketers alike, providing practical advice on crafting effective marketing strategies and understanding investor perspectives on startup marketing.Key takeaways:* Marketing efforts should be prioritized from the early stages of a startup* Effective marketing includes clear messaging and value proposition* The importance of tailoring marketing strategies to different business models (B2B vs B2C)* The need for a full-time CMO by the B funding round* The value of business-led startups over purely technology-led ones* The importance of understanding and addressing customer needs* Tailoring presentations and pitches to specific clients or investors* The reality of startup life: full commitment and dedication required* The significance of work-life balance and maintaining creativity* The necessity of a strong marketing team for translating technology into solutionsChapters:00:00 - Introduction and Orlie’s background03:16 - The importance of women in decision-making roles05:02 - What makes a startup's marketing team successful08:29 - Important marketing metrics for investors12:45 - Differences in marketing strategies for various business models15:25 - Marketing expectations across funding rounds17:27 - The biggest marketing mistakes startups make21:34 - The importance of clear and specific messaging23:17 - Common misconceptions about running a startup25:52 - Advice for entrepreneurs starting their journey27:13 - Discussion on marketing personas and equity allocation29:26 - Conclusion and farewellLinkedIn profiles:Orlie’s LinkedIn: https://www.linkedin.com/in/orliesoldahan/Etgar's LinkedIn: https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywords: Startup marketing, investor perspective, mobility sector, clear messaging, funding rounds, CMO importance, B2B vs B2C, customer needs, work-life balance, marketing metrics This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this captivating episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Will Decker, a seasoned investor and advisor who built the media and retail programs at Plug and Play, where he invested in hundreds of startups and helped build nine unicorns. With a wealth of experience in data science, product management, and early-stage fundraising, Will shares invaluable insights on what makes a startup marketing team great. He discusses the importance of timing, traction, and crafting compelling stories for investors and customers. Will also reveal common marketing mistakes startups make and offer advice on how to avoid them. From the power of vertical marketing to hyper-growth challenges, this episode is packed with practical wisdom for founders navigating the complex world of startup marketing.Key takeaways:* The importance of crafting simple, compelling stories for both investors and customers* Traction and user growth are critical metrics for early-stage startups* Timing is crucial for startup success; early experimentation and deep industry knowledge can help validate timing* Starting marketing efforts too late is one of the biggest mistakes startups make* Vertical marketing can be highly effective, especially for B2B enterprise businesses* The challenge of maintaining a 360-degree view of customers as the company grows* The reality of startup life is often far from the glamorous myth; it requires hard work and persistence* Following your hunger and curiosity is key to finding fulfillment and success as a founder* Imposter syndrome is common, even during periods of success; founder communities can provide valuable supportChapters00:00 Introduction and Background02:50 Building a Great Marketing Team04:32 Key Metrics for Assessing a Startup08:00 Starting Marketing Early and Having a Clear Strategy12:44 Validating Marketing Campaign Results16:10 The Biggest Marketing Mistake Startups Make18:11 Managing a Marketing Team23:46 Following Your Hunger and Embracing ChallengesWill’s LinkedIn:https://www.linkedin.com/in/willdecker/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywords:startup marketing, investor relations, customer acquisition, traction metrics, product-market fit, vertical marketing, founder advice, startup growth, marketing strategy, Silicon Valley, venture capital, startup challenges This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of "Founders' Marketing Compass," host Etgar Shpivak sits down with Dr. Maya Huber, co-founder and CEO of TaTiO, a virtual job simulation platform. With 15 years of recruiting experience and a PhD in the future of work, Dr. Huber shares invaluable insights on building and managing marketing teams in startups. She discusses the journey of TaTiO, from its inception to its current operations in the US, Europe, and Israel. Dr. Huber candidly addresses the challenges of defining marketing KPIs, bridging the gap between sales and marketing teams, and balancing long-term vision with short-term goals. This episode offers a unique perspective on startup marketing, hiring practices, and the misconceptions surrounding women founders in the tech industry.Key Takeaways:* Defining clear, specific KPIs for marketing teams is crucial, as well as focusing on qualified meetings rather than just leads.* Detailed documentation and alignment between sales and marketing teams can significantly reduce conflicts and improve overall performance.* Balancing long-term vision with short-term goals requires strategic planning and periodic focus shifts.* When hiring marketing team members, prioritize agility, willingness to work hard, and critical thinking skills.* First-time founders should trust their instincts while remaining open to advice and feedback.* The misconception that women founders need more help than men can be counterproductive.* Marketing teams are crucial for startup growth, even during challenging times.* Effective marketing in startups requires understanding the right timing and type of marketing persona needed at different stages.* Measuring marketing effectiveness goes beyond lead generation and includes brand awareness and industry reputation.* Startup culture isn't all fun and drinks; it involves hard work and dedication.Chapters00:00 Introduction and Background02:28 Defining Marketing Team KPIs05:03 Measuring Marketing Team Effectiveness08:52 Managing Tension Between Sales and Marketing14:07 Balancing Long-Term Vision and Short-Term Goals16:46 Measuring Marketing Performance19:52 Common Mistakes When Working with Marketing Teams21:29 Qualities to Look for When Hiring Marketers23:21 Surprising Lessons as a Founder24:42 Debunking Misconceptions About Women Founders26:39 Satisfaction with Current Marketing27:31 Closing RemarksMaya’s LinkedIn:https://www.linkedin.com/in/maya-huber-a9791926/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywords: Startup marketing, KPIs, sales-marketing alignment, hiring practices, women founders, virtual job simulation, HR tech, qualified leads, brand awareness, startup challenges, marketing team management, founder insights, tech startups, marketing strategy, startup growth This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this enlightening episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Paul Knegten, former CMO of Outbrain and Beeswax, and a seasoned startup founder. Paul shares invaluable insights on the dynamic relationship between startup founders and their marketing teams. Drawing from his rich experience in both enterprise companies and startups, Paul discusses the challenges of translating high-level metrics into actionable KPIs, the evolving role of CMOs at different company stages, and the critical qualities to look for when building a marketing team. He emphasizes the importance of understanding customer needs, the power of saying "no" in strategy, and the delicate balance between creativity and data-driven decision-making in marketing. This episode is a must-listen for founders and marketers alike, offering a wealth of practical advice and thought-provoking perspectives on modern marketing leadership.Key Takeaways:* The importance of building trust between founders and marketing teams, both internally and with clients* The challenge of translating high-level business metrics into actionable marketing KPIs* The evolution of the CMO role at different company stages, from scrappy generalist to strategic executive* The value of having a strong operations person in marketing to manage complex, multi-faceted campaigns* The critical qualities to look for in marketing hires empathy, curiosity, and the ability to understand people* The power of saying "no" in marketing strategy and focusing on actual customer needs rather than assumed wants* The importance of staying at larger companies longer for career growth and learning opportunities* The need for founders to provide clear feedback and support to their marketing leaders* The balance between creativity and data-driven decision-making in modern marketing* The role of marketing in preventing companies from pursuing products or strategies that customers don't actually want* The value of understanding the "why" behind customer requests and needs* The importance of building durable marketing channels alongside successful growth hacksPauls’ LinkedIn:https://www.linkedin.com/in/paulknegten/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Chapters00:00 Introduction and Background07:00 Translating Metrics into Actionable KPIs17:45 Building Trust and a Shared Understanding27:00 Building Durable Marketing Channels and Avoiding Growth Hacks33:20 Understanding Customers' Pains and Desires for Effective Marketing39:04 Adapting Strategies When Marketing Campaigns Don't Go as Planned46:39 The Role of a CMO at Different Stages of Company Growth51:00 Staying at Bigger Companies Longer for Valuable ExperienceSubscribe to Paul’s Newsletter:https://theknection.beehiiv.com/subscribeThanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywords:Startup marketing, CMO role, founder-marketer relationship, marketing strategy, customer understanding, marketing team building, marketing KPIs, enterprise marketing, growth hacking, marketing operations, marketing analytics, startup growth, marketing leadership, customer feedback, product-market fit This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this episode of "Founders' Marketing Compass", Etgar Shpivak hosts Didi Azaria for an in-depth discussion on startup marketing. They explore how to define and determine the Ideal Customer Profile (ICP) and at what stage. Didi shares insights on setting clear success metrics, when to cut losses, and when to double down on investments. They discuss dealing with the challenges of incrementality in marketing and emphasize the importance of building a brand focused on specific segments rather than a general approach. Finally, they explain why traditional brand-building strategies are ineffective for startups.Chapters00:00 Introduction and Background of Didi Azaria01:42 Defining KPIs for Marketing04:16 Balancing Short-Term Goals with Long-Term Vision05:47 Importance of Building a Brand in a Targeted Niche10:21 Common Mistakes Founders Make with Marketing Teams11:40 Qualities to Look for in Marketing Leadership13:52 Debunking the Misconception that Startups Are Likely to Fail16:59 Advice for Running a Startup18:47 Question Not Asked: Would You Recommend Anyone to Do This Job?Didi’s LinkedIn:https://www.linkedin.com/in/adiazaria/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

Avishai Ben Tovim, the co-founder and CEO of MDI Health, shares insights on building a marketing team and setting effective KPIs. He emphasizes the importance of aligning marketing objectives with company goals and using OKRs to set targets. Avishai also discusses the balance between short-term results and long-term strategy, as well as the collaboration between marketing and sales teams. He highlights the need for continuous learning and experimentation in marketing campaigns and stresses the importance of hiring talented individuals who can grow with the role. Avishai shares lessons learned as a founder, including the need for passion and patience, and debunks misconceptions about running a startup. He advises founders to find design partners and ensure their solutions have a broader market appeal. The interview concludes with Avishai's belief that everything happens for the best and the importance of embracing new opportunities.Takeaways* Align marketing objectives with company goals and use OKRs to set targets.* Balance short-term results with long-term strategy and communicate the vision internally.* Measure the effectiveness of marketing through data and focus on both brand awareness and performance.* Promote collaboration between marketing and sales teams by setting joint targets and breaking down silos.* Learn from marketing campaign failures by analyzing what didn't work and making adjustments.* Set the right targets by understanding the company's objectives and ensuring they drive the overall mission.* When hiring marketing team members, prioritize talent, trustworthiness, and the ability to grow with the role.* As a founder, be prepared for the unique challenges and rollercoaster ride of running a startup.* Avoid misconceptions about startups, such as expecting quick success or pursuing it solely for financial gain.* Find design partners and validate solutions that have broader market appeal.* Embrace new opportunities and believe that everything happens for the best.Chapters00:00 Introduction and Background02:50 Aligning Marketing KPIs with Objectives06:17 Balancing Short-Term Results and Long-Term Strategy09:30 Bridging the Gap Between Marketing and Sales Teams11:38 Common Mistakes with Marketing Teams14:39 Building a Successful Marketing Team15:58 Surprising Lessons as a Founder18:15 Advice for Launching a Startup19:59 Unasked QuestionAvishai’s LinkedIn:https://www.linkedin.com/in/avishaibt/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.keywordsmarketing team, KPIs, company goals, OKRs, short-term results, long-term strategy, marketing and sales collaboration, continuous learning, experimentation, hiring, talent, passion, patience, misconceptions, design partners, market appeal, opportunities This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this episode, Etgar Shpivak interviews Gadi Eliashiv, the co-founder and CEO of Singular. They discuss various topics related to building a startup and managing a marketing team. Gadi shares his journey from coding and hacking to starting his own company. He explains how he defines KPIs for his marketing team and how they have evolved over time. Gadi also talks about measuring the effectiveness of marketing efforts, balancing short-term goals with long-term strategy, and the importance of hiring the right marketing leadership. He shares insights on common mistakes founders make when working with their marketing teams and the qualities he looks for when hiring marketing leaders. Gadi also discusses the role of luck and randomness in startups and offers advice to his younger self.takeaways* Define KPIs for your marketing team based on the goals of the company, such as pipeline and closed deals.* Measure the effectiveness of marketing efforts through data-driven attribution models and a mix of measurable and non-measurable activities.* Balance short-term goals with long-term strategy by focusing on baselines and metrics that drive growth.* Hire marketing leaders who can take the company to the next level and have the right attributes for success.* Recognize the role of luck and randomness in startups and be prepared to adapt and evolve.* Focus on go-to-market strategies early on and prioritize execution and scalability.Chapters00:00 Introduction and Background02:34 Defining KPIs for the Marketing Team05:50 Evolving KPIs Over Time08:06 Balancing Short-Term and Long-Term Strategies11:09 Measuring Marketing Effectiveness18:13 Common Mistakes in Working with Marketing Teams20:18 Hiring Marketing Leadership24:27 Advice to Younger Self and Common MisconceptionsGadi’s LinkedIn:https://www.linkedin.com/in/gadie/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.keywordsstartup, marketing team, KPIs, measurement, leadership, effectiveness, brand activities, hiring, misconception, go-to-market This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com

In this conversation, Ohad Tzur, founder and investor, shares insights on building a successful marketing team for startups. He emphasizes the importance of aligning marketing goals with the stage of the company and defines different metrics for early-stage and growth-stage startups. Ohad also discusses the balance between short-term results and long-term strategy, the misconception about young founders, and the key factors that make a startup's marketing team successful. He highlights the need for alignment between marketing and product, the importance of experience and data orientation, and the common mistake of not understanding the target audience. Ohad also mentions some startups with impressive marketing approaches and advises focusing on skills rather than brand names. He concludes by emphasizing the value of learning from failures.Takeaways* Align marketing goals with the company stage and define metrics accordingly.* Balance short-term results with long-term strategy and communicate the vision and tactical steps.* Ensure alignment between marketing and product teams and establish a clear handoff process.* Measure marketing effectiveness through metrics like ROI, conversion rates, and customer churn.* Avoid the common mistake of not understanding the target audience before investing in marketing efforts.* Impressive marketing approaches include leveraging partnerships, providing valuable tools, and creating high-quality content.* Focus on gaining skills and experience rather than chasing brand names.* Embrace failures as learning experiences and use them to improve in the future.Chapters00:00Introduction and Background03:07Defining Marketing Team KPIs04:55Balancing Short-Term Results and Long-Term Strategy07:07Measuring Marketing Effectiveness09:08Surprising Lessons as a Founder12:21Assessing Marketing Teams as an Investor14:06Important Marketing Metrics for Startups15:30Common Marketing Mistakes in Startups16:28Impressive Marketing Approaches19:40Advice to Younger Self as an Entrepreneur21:47Closing RemarksOhad’s LinkedIn:https://www.linkedin.com/in/ohadtzur/Etgar’s LinkedIn:https://www.linkedin.com/in/etgar/Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work.Keywordsstartups, marketing team, alignment, metrics, growth, strategy, young founders, experience, data orientation, target audience, failures This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com