Page 9 - Intercom On Marketing

with your product and then, shortly after, move on to your product messaging. Only when you know what you’ve built and how to talk about it are you ready
to start pushing it properly, which means bringing
all the other aspects of marketing in. And there are many.
MARKETING IS A TEAM OF TEAMS
Much like there’s no single way to market your product, there’s no single set of skills that defines
a marketer. Marketing requires a more extreme variance of skills than do other disciplines at a startup. You might not find many similarities among a product marketing manager, a brand designer, a marketing ops analyst and a PR manager, beyond being human.
(Sidebar: Unless you want a “jack(ass) of all trades, master of none” marketer, be very suspicious of hiring anyone who claims to have all the above skills. Especially if they have LinkedIn endorsements for those skills.)
This means you need to turn the microscope on yourself and figure out what skills are most important to your business. Look at the funnel and ask yourself: “Where do we want to start?” Depending on the type of product you have, you can hire someone to look
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