The most common reason VPs of Marketing / CMOs are fired in their first 12-18 months is that they blow their political capital on things like:
-Building a new website
-Adding more tech to their marketing stack
NONE of these things actually do what the marketing leader is hired for: to grow demand.
What should be focused on in the first few quarters on the job:
1) Nailing doing messaging and positioning
2) Creating more high quality content
3) Ramping up distribution across all platforms
The end goal of all of these being: generate more pipeline and close more deals.
For bonus marks: improve data tracking and board reporting (this doesn't matter if there isn't more pipeline to report on).
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