On average, CMOshave 40 monthsto prove their effectiveness.
Lets begin with my four best ones.
I didnt have a choice as there are not many adtech companies or specialists in Ukraine.
Yet, I had a clear hiring strategy in mind: fill every position with overqualified specialists.
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I selected them based on two criteria: a clear specialization and the ability to work autonomously.
We hired the first junior specialist a year later when wed already achieved significant results.
Yet, we needed a different approach to attract larger clients.
By doing this, our number of leads grew by 70% in the first year.
All the reports were publicly available for employees.
Our marketing report has become a decision-making tool for the department heads.
The company is now simplifying its product line so that marketing can focus on the most revenue-generating products.
Now its time to move on to myworstdecisions all the things I wished I would have done differently.
Putting off thorough product onboarding
On average, it takes six to 12 months to understand an adtech product.
I outsourced the development so as not to distract the main team from product development.
However, six months later, I realized that my team was ineffective in setting development tasks.
As a result, we spent more time and money on task clarification than on technical implementation.
I wish I hired a strong marketer with experience in development earlier.
Underestimating PR
Over the first year, we reached more than 80 earned publications in the media.
I underestimated this channel before, as its difficult to measure and assess with the right metrics.
Lack of explanation of my decisions
Everyone likes to tell marketers how to do their jobs.
The flexibility and willingness to take risks is what determines who will be the leaders of the next decade.
Now, its vital to be well-versed in technical aspects and quickly launch and test multiple activities.
Story byHanna Yatel
Hanna is a marketing enthusiast focusing on adtech, martech, and programmatic advertising.
Hanna organizes conferences, meetups, and educational programs for marketers and media in Eastern Europe.
