What the role really is
Marketing leadership in a modern SaaS or AI company is a revenue role, not a brand one. A strong marketing leader owns demand generation, positioning, and the category narrative — and is measured on pipeline contribution and the efficiency with which it is created, not on activity. They translate what the product can do into a story the market understands and acts on.
Why it is hard to get right
Few roles are as miscast. A brand-led leader can struggle in a company that needs hard pipeline; a pure demand-gen operator can miss the positioning work that makes every other dollar more efficient. The right hire depends entirely on stage: what an early company needs from marketing is very different from what a scaling one does, and getting that match wrong burns budget and time.
How we approach it
We start from the kind of growth you need marketing to drive — demand, category creation, product marketing, or all three — and the stage you are at. We then map the market for leaders with the right balance of narrative and number, and assess them against the reality of your motion rather than a generic CMO profile.
- Chief Marketing Officer (CMO)
- VP / Head of Marketing
- VP Demand Generation
- Head of Product Marketing
- Growth & performance marketing leaders
- Brand & category-defining marketing leaders
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If this is the search in front of you, we would be glad to listen — no obligation, no process.
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