For many startups, one of the biggest challenges about marketing is knowing when to start doing it, let alone how to do it. In many cases, marketing is an after-thought or something to hammer on to a business strategy.
While there’s probably no perfect time to pull the trigger on marketing, it should be something startups need to be thinking about from the beginning to ensure it’s part of the corporate DNA.
So when the time does come for marketing, what are the tell-tale signs? A startup is ready when……
1. It understands the importance and value of marketing, and it’s committed to making it happen. This may be the biggest hurdle because it requires a startup to think about business operations other than development and sales. Once this hurdle is overcome, it’s always fascinating to see the enthusiasm and excitement about marketing and its potential to jump-start the business.
2. It knows what it doesn’t know. Most startup entrepreneurs are smart cookies with a vision of what they want to do. In many cases, they are good engineers or programmers who know their stuff. But while they understand marketing, they need to accept it’s not their area of expertise. It means being open to new people, ideas and plans that may be strange or uncomfortable. And, as important, it’s about accepting their limitations and knowledge.