Julie Crabill on Building Marketing Teams at the Early Stage

Julie Crabill, a fractional CMO, discusses the benefits of the fractional C-suite model for early-stage startups and how it can help scale their marketing and go-to-market teams. She emphasizes the importance of understanding business priorities and having empathy for founders. Julie also shares insights on engaging with technical teams and determining readiness for a dedicated marketing hire. She highlights the need to build marketing into the DNA of a business and adapt to changes in the industry, such as the impact of generative AI on marketing roles.

Takeaways

• The fractional C-suite model can be a cost-effective way for early-stage startups to access strategic marketing expertise without committing to a full-time hire.
• Understanding business priorities and having empathy for founders are crucial for a fractional CMO to effectively support the growth of a startup.
• Engaging with technical teams requires building mutual respect and helping them understand the value of marketing in achieving their business goals.
• Determining readiness for a dedicated marketing hire involves assessing the specific needs of the business and having a budget to support marketing efforts.
• Building marketing into the DNA of a business and adapting to changes in the industry, such as the impact of generative AI, are essential for long-term success.

Chapters

00:00 Introduction

01:17 Background and Journey to Becoming a Fractional CMO

02:38 Empathy for Founders and Understanding Business Priorities

04:30 Scaling Skill Set to Become a CMO

06:45 Benefits of Fractional CMO Model for Early Stage Startups

07:43 Engaging as a Fractional CMO

09:08 Determining Readiness for a Dedicated Marketing Hire

13:21 Engaging with Technical Teams

15:42 When Fractional CMO Model Works and Doesn't Work

18:08 Tactical Considerations for Engaging with a Fractional CMO

20:22 Hiring Plan and Time Horizon

25:54 Impact of Generative AI on Marketing Roles

27:46 Building Marketing into the DNA of the Business

28:43 Conclusion