A 7-part operator’s workbook for defining your next Marketing hire, and figuring out which marketer you actually need.
- The five-archetype diagnostic: Demand Gen, Content, Events, ABM, Product Marketing – what each owns and who’s great at it.
- Separate marketing today from marketing tomorrow, and find the gap.
- The six marketing-specific mis-hires we see most often across 500+ GTM placements.
- Used by founders, CROs, and incoming CMOs at growth-stage SaaS and ad-supported media companies.
Built by operators who’ve run GTM themselves — not career recruiters. Trusted by Series A through pre-IPO teams.
THE MARKETING ICP WORKBOOK
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PART 01
What does marketing actually do today?
What marketing owns, % of pipeline sourced, channels that work, team and tooling reality, real budget. Six honest questions.
PART 02
Where does marketing need to go?
The 12 – 18 month state. Channel mix shifts, sub-functions to build, brand and category state, the strategic narrative.
PART 03
Which marketer are you actually hiring?
The five-archetype diagnostic: Demand Gen, Content, Events, ABM, Product Marketing. What each owns. Who’s great at it. Watch-fors.
PART 04
The machine around them.
What marketing owns, % of pipeline sourced, channels that work, team and tooling reality, real budget. Six honest questions.
PART 05
Now, who fits?
The 12 – 18 month state. Channel mix shifts, sub-functions to build, brand and category state, the strategic narrative.
PART 06
Compensation reality
The five-archetype diagnostic: Demand Gen, Content, Events, ABM, Product Marketing. What each owns. Who’s great at it. Watch-fors.
PART 07
The six marketing mis-hires
Sub-Function Mismatch. CMO-Too-Early. Big-Logo Trap. Generalist Default. Brand-vs-Demand Mismatch. Aspirational Hire.
A SAMPLE FROM THE WORKBOOK
This is what every prompt looks like.
An operator-level question, followed by what your answer means for the hire. Over twenty of these across seven parts plus the full five-archetype diagnostic.
FROM PART 01 TODAY
02 What percentage of pipeline does marketing source today?
Real CRM number from the last 90 days. Marketing-sourced vs. sales-sourced vs. partner-sourced vs. self-prospected. Not what the website claims. The actual attribution.
Why it matters. A marketer arriving from a 70%-marketing-sourced environment will assume the GTM machinery exists to convert demand. If yours is 15%, the gap is exposed in the first board meeting — and they’ll be holding the bag.
20+ more questions like this, plus the full archetype diagnostic. Get the full workbook
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