A Blue Pen with the Company Logo

This morning, while walking my dog, I tuned into a popular tech marketing podcast. It's a well-known show that features great guests, relevant sponsors, and topics essential to growing and scaling tech companies. The discussions range from hiring strategies to data modeling, and today's episode was particularly insightful around marketing leaders.

Today, the host and guest discussed hiring a VP of Marketing and highlighted two distinct types of marketing hires: those who focus on brand, like making blue pens with your logo, and those who drive growth. I agree with this distinction, which boils down to brand-focused marketers versus growth-focused marketers. Both types are valuable, depending on your company's current priorities.

So, who should you hire and when? If you've been in marketing as long as I have, and worked at various tech companies—from startups to public corporations—you know that different types of marketers thrive in different environments. Startups and SMBs often need growth marketers who can achieve ambitious targets like the 40/40 rule, CAC goals, or 30% growth in the 30/30/30 rule. 

However, once a tech company has met its growth goals and achieved efficient and sustainable funnel performance, the strategy often shifts towards expanding brand awareness. I've seen this transition many times, and while it can cause temporary turmoil, it's a necessary evolution. 

Before making your next marketing leadership hire, it's important to understand these differences and recognize them in candidates. I recommend giving a robust assignment during the hiring process to help determine the type of marketer you're evaluating. If their presentation includes a blue pen with the company logo, you'll know exactly where their experience and focus lies.