when growth slows, it’s easy to assume the solution is another hire. a full-time CMO. maybe a CPO too. someone senior to "own" growth and fix the mess.

but more often than not, that’s not what’s actually needed.

in working with dozens of early-stage teams, i’ve found the real problem tends to be something else: fog. lack of focus. too many ideas and not enough signal. it’s not that you need someone to run marketing or product. it’s that you need clarity.

strategy is only useful if you know what’s broken

when founders tell me they need a go-to-market plan, i usually ask: what’s actually in your way right now?

the answers vary, but some patterns come up again and again:

• vague or generic positioning

• trying to speak to too many audiences at once

• spending time on tactics that aren’t connected to real learning

• unclear signals from early customers

getting clarity on who you’re for, what makes you different, and how you’ll prove it — that’s the real starting point. not a new hire.

execution without focus is expensive noise

many teams are executing plenty. they’re running campaigns, shipping features, writing content. but none of it adds up to traction.

when we dig in, it’s usually because of one thing: lack of prioritization. not knowing what bets are worth placing.

without a clear sense of your riskiest assumptions or how to test them, execution is just expensive guessing.

so, do you need a CMO?

maybe. but maybe not yet.

if you’re pre-product-market fit or struggling to repeat early wins, you probably don’t need someone to "own the funnel." you need sharper bets, tighter loops, and fast feedback. not a six-figure hire.

sometimes, a fractional CMO or CPO can help. not to run the department, but to bring temporary altitude and unblock what matters most. someone who’s not trying to build a fiefdom, just trying to help you find signal.

a better question to ask

before you hire, ask yourself:

• what would i want this person to solve in week one?

• do i need a strategy or do i need clarity on what’s broken?

• is my team blocked by lack of leadership or lack of focus?

in many cases, you don’t need a title. you need traction. and that starts by asking better questions.