Aligning with Sales is job one for David Gabriel, head of marketing for the fast-growing startup eVolve MEP.

“Sales has the hard job. They’re in the trenches and we want to do everything we can (as marketers) to make their jobs easier.”

That doesn’t mean that they aren’t looking at the long-term picture—they do many things that keep them in touch with their customers.

For example, they surveyed customers during COVID and found they were itching for group interactions. So they put together a Top Golf event, and it completely sold out. “If we’d followed the mainstream thinking on events we would have missed out on that opportunity.

Surviving at a startup requires serious agility combined with a north star of profitability and marketing ROI.

Gabriel achieves that by hiring “T-Shaped marketers,” which he defines as having a core skill but can also serve as utility players in all aspects of marketing. Depending on what sales is seeing determines what marketing focuses on - so the marketers have to be ready to pivot.

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