S2 Ep5 Oren Greenberg. B2B SaaS Marketing advisor.

Growing pains: Marketing and Growth lessons from Start up to Scale up.

Overview: A deep dive into Oren Greenberg's views and experience working in Startups and Scaleups.  
The conversation explores themes of KPis and Budgets, Customers and customer sets, Team management and change. More details for Oren at https://www.linkedin.com/in/orengreenberg/

Key Discussion Points
When does a Start up become a Scale up?
The anti definition of start up to scale up - Making sure to maintain a growth mindset at any stage  
2x - 3x growth. Y combinator's view of 11% week on week growth  

KPIs metrics
What is important - Are you tracking revenue!
Marketing metrics mature - brand and share of voice becomes increasingly important later on  
Friction in metrics as companies scale. Accountability in siloed metrics increase as you scale.  
Need to have cross-functional metics to make sure you have alignment.  
The bigger you get, the harder it is to stay aligned.
Growth mindset - be lever in big risks - rather than incremental growth

Customer understanding
Data lead decision-making and results
Not relying on 3rd party data
Considering both qual and quant data to inform decision-making
Deep understanding of the ICP - Messaging

Team structure
When it makes sense for Inhousing people - Best Hybrid model.  
When to have the agency do the heavy lifting - execution vs depth
Junior worker vs. Senior Marketers  
Agencies get replaced, when their ideas get stale  
Cultural importance to improve retention.  
Consultancy vs. agency - Recommendations vs.
How to evaluate agencies and their strategic chops
Junior people rarely

Team
Your Marketing is as only good as your team - make sure you bring in A players
When to promote and when to bring people in house
How to retain top talent - What motivates that person, in order to retain them?
Risks of when people are brought in house?
When it's best to let people to go
Rapid iteration  

Consultants
Bringing in consultants who think radically differently
When to ballsey - when to think about Incremental growth

Branding
Measuring the impact of branding is notoriously very difficult
Recommendation of Spend 60/40 ration in terms of brand spend vs. Direct response
A/B rounds - Branding becomes more important
Challenger brands