by Stefan Repin

November 7, 2019 · 5 min read

Why do businesses need marketing? & What is the right way to manage marketing?

Let’s imagine that the CEO of an IT company has decided that marketing is necessary to further their business.

Now it is necessary to organize effective marketing within your business.

In this article, we will consider the main options for how you can organize marketing in your company, and we will also describe the pros and cons of each approach.

This way you can choose a marketing path and implement it in your business or change the existing approach to a more efficient one.

Figure 1: If you want to do well, do it yourself.

An example of how this scheme may look in practice:

The CTO revises and implements the marketing place in the evening because all the developers are busy with the projects.

The CEO, after reading a couple of manuals, launched the Google Ads campaign.

Here is a real-life example:

The CEO led the Google Ads campaign for almost 10 years (2009-2018), “because he couldn’t find the right specialist for the staff.”


1. It gives a sense of control.

2. The CEO knows everything about marketing and can therefore; they stay knowledgeable if they turn over the task at one point.


1. Most of the time, all these activities fade away when the founders have new concerns.

2. Usually, they put in a very weak effort, meaning this part of the business will suffer.

Major mistakes:

The main mistake would be to stay up long at this stage.

What to do:

Switch to another approach.

Figure 2: CEO & Co

An example of how this scheme may look in practice:

The CEO (or another manager/Co-founder) does something himself and outsource tasks.

Advantages of this scheme:

You can get better results with a dedicated person on the task.


Top managers do not have time.

Because of this, either the work of the contractors is self-employed (= no result). Or TORs for contractors (for example, to improve the site) are very slow (= slow result).

Major mistakes:

Sticking to this approach for too long.

They overestimate the forces (for example we are about to finish the site; it is time to hire SEO guys).

What to do:

If the budget is limited, and with the contractor “sang,” to leave everything as it is. But still it is worth trying to move to other schemes.

Figure 3: Lone Marketer

The best example of how this approach may look in practice:

An outsourced lone person to do marketing.

The pros of this scheme:

1. It seems cheap.

2. The person is fine enough.

3. Maybe this person will make improvements.

4. If they work properly, you can see a steady growth. 


1. One person cannot be a pro in everything (context, SEO, site, content), so often acts ineffectively.

2. Often there is no real authority, everyone agrees with each other.

3. The strategy rarely exists in this approach.  

The main mistakes:

1. The marketing specialist reports to the head of sales (this is not always good).

2. No budget.

3. No strategy.

4. It would also be a mistake to hire people with an interest in marketing, but with no experience.

5. Having gained experience, it will burn your budget and go to a competitor for other money.

What to do:

If a person is a T-specialist, the approach can work.

If the marketer is strong:

You can get measurable results.

Keep within your expected budget.

Establish a proper strategy.

In fact, move on to the next stage.

Figure 4: Marketer & Co

An example of how this approach may look in practice:

A marketer does what he does well (for example, context). The rest of the project is given to the contractors whom the marketer employs.

Advantages of this scheme:

You can get good results.

A good mix of internal and external experts can produce breakthrough results.


A good agency will never be cheap.

Major mistakes:

Same thing: lack of budget and authority.

Relax and let go of control.

What to do:

1. Make sure to keep up with communication. 

2. To grow from a CMO marketer.

3. If you want more, you can still switch to another scheme and look for a CMO.

Figure 5: Hire a CMO 

An example of how this scheme may look in practice:

CMO monitors the work of in-house marketers and external contractors.

CMO reports to the CEO.

The advantages of this scheme:

Usually the most powerful result.

It is possible to involve the best specialists and contractors with real experience.


1. The most expensive option.

2. The price of error (hiring the wrong CMO) is very high.

3. Finding a good CMO is very difficult.

The basic errors:

1. Miscalculation of the cost.

2. To make the head of the sales department responsible for marketing.


If you’re just getting started, you can try working in CEO & Co mode, but get to the Marketer & Co.

And there’s a CMO, and it’s all around the corner. Just contact us 😉


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