Marketing Effectively at Scale Starts on Day One


This post is by Shane Skiffington from Georgian


If you’ve clicked on this article, chances are your organization is navigating the complexities of marketing at scale. You might have glossed right over the “Day One” part of the title — but that is just as important as the “at Scale” part.

Here’s why: Whether intuitively or intentionally, every successful marketer needs to answer three fundamental “Day One” questions, as I call them. And marketers don’t just answer those questions on Day One and then move on; they bake the answers to those Day One answers into every aspect of their subsequent marketing strategy. That makes the challenge of marketing at scale way more manageable. 

So even if Day One feels like a long time ago, it’s vital to go back and review these Day One questions as your company accelerates its growth:

1. What are we selling?

As you begin to scale, it’s a good time to make sure that every member of the team has a crystal-clear understanding of your company’s product/market fit and value proposition. What is the target market’s pain point, and what do they gain by using your product or service?

2. Who are we selling to?

Once you understand the answer to Question 1, the answer to Question 2 should become obvious: You’re selling to anyone who is experiencing the pain point that your product was designed to cure. And yet the challenges of marketing at scale often obscure this basic objective.

3. How will we reach them?

Admittedly, this is a bit (Read more...)