6 Key Factors to Consider When Hiring for Your EdTech Start-Up Marketing Function

As a growing start-up, you may have a new marketing program or you may be building a marketing function from the ground up. Start-ups typically have limited resources – understandably so – and therefore, rely on a limited workforce to wear many hats and need to effectively prioritize. Your first hire in any functional area, including marketing, is critically important as they build the foundation for future growth in the company.

Initially, marketing functional responsibilities may be part of other roles, until you are ready to invest resources in a dedicated role. In that case, you may consider bringing in a fractional consultant with experience building foundational marketing efforts for startups in EdTech. Whether in a full-time or contracted role, when you are ramping up your marketing program there are several things to consider. In this article, I share six key factors to consider when building your marketing function as an EdTech start-up

1.     Bring in a strong Marketing Generalist

Whether you’re hiring for a fractional consultant or full-time role, I would recommend bringing in a strong Marketing Generalist. What do I mean by a generalist?

What is a marketing generalist?

Generalists have a broad range of skills and knowledge across various marketing disciplines. These professionals tend to have a well-rounded understanding of overall marketing strategies and tactics, making them versatile in their roles.

Source: https://www.mayple.com/blog/marketing-generalist

Generalists can and should think holistically and without a bias for a particular specialty.

2.     And a Strategic Thinker

A generalist typically has a 40,000-foot view. While specialists know certain functional aspects of marketing – and what they can accomplish for your business – very well, they may not have a broader understanding of all the levers that may be applied. Ultimately, you want someone who will craft their strategic recommendations based on your needs rather than program areas in which they are experts or most comfortable.

3.     With a Bias For Action

As an evolving business, even if you think you know your current marketing needs, those will likely change over time. And it’s best to hire someone who can pivot based on what the business needs, rather than thinking within a smaller functional area within marketing. As your business grows, so should your marketing team and its resources. They should be able to roll up their sleeves and execute in key areas for your business. You want someone who thinks strategically and also knows how to get it done with a strong bias for action.

4.     Who is able to manage resources/delegate

In the meantime, you can and should rely on your generalist leader to help you bring in the right support, including consultants, agencies, or freelancers to help execute areas of marketing that may not be within their wheelhouse. During the early stages of growth, you will likely not have full-time work for all specialist areas, and you shouldn’t expect your marketing generalist to do it all – that prevents them from spending time on strategy and is an unrealistic expectation. Trust them to figure out the right resources to get the work done.

5.     And has project/program management expertise

They need to be a rockstar project and program manager. You want to look for a strong project or program manager to build your marketing program. Think of someone who knows how to manage multiple projects simultaneously, manage people across and down, is comfortable with ambiguity, and can manage budgets and associated resources. You want someone driving the bus who understands their role as a new functional leader is more than just functional expertise.

6.     And domain expertise

In EdTech, you will find it valuable to have someone leading your team who understands EdTech. While other industry expertise may be transferrable, knowledge of the EdTech sales cycle and environment at the marketing leadership level will be important as they guide other program contributors. 

In today’s world, the job market is biased toward those with marketing specialist backgrounds. However, I believe these six key factors strengthen the case to have a marketing generalist lead your marketing function as an EdTech start-up.

If you aren’t quite ready to invest in an internal role or your internal marketing leader needs coaching and support on a fractional basis, I would love to help. You can schedule a time to learn more about my experience working with EdTech companies like yours.

#startups #EdTech #marketingstrategy