Marketing Pyramid to Sophistication
A good way to think about building Marketing Sophistication is as a pyramid:
Layer 1 (Foundation): This is where most of the groundwork of a mature marketing engine is laid.
Layer 2 (Programs): This is where most of the actual value from marketing is created, the programs and campaigns to run, the content that is created.
Layer 3 (Resourcing): This is where the right team and budget needs to be procured from the CEO and the Board
Layer 4 (Outcome): This is the ultimate goal of driving revenue growth as a result of all the other layers of work.
Each box in the pyramid represents a key area where the company needs to build sophistication. What’s important to understand is that sophistication does not imply being world-class in that area. In a lot of founder-led businesses, the answer is to get to “good enough” so that you can focus on driving revenue.
Every company wants the outcome of predictable revenue growth, but most have not done the fundamental work required.
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