Mayur Gupta, CMO of Kraken: When the S**t Hits the Fan
Building Better CMOs and Marketing Leaders
Marketing in Product-led vs. Marketing-led Organizations
In product-led organizations like Spotify, Google, Uber, and Tesla, marketing was not initially required for growth as the product itself had features like virality, network effects, and high value driving growth. These organizations were category creators, and the product was the primary growth driver. Marketing was only introduced later to create new demand when growth stagnated due to increased competition. In contrast, marketing is the fundamental business driver in non-direct to consumer organizations where there is no other way for consumers to find the product. In these organizations, marketers have to continuously prove their value as they are like new organs in the established body of the company.
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