51. I have a startup company. I feel my marketing team does not make enough efforts. Should I fire the team? No ... but I think you should top your team and see what happens. First, start measuring things. Don’t let marketing be a soft science. Measure, if nothing else: (x) leads generated plus (y) ROI on all marketing spend. Now you have a baseline. Second, set goals here. If you want to grow revenue 150% in the next twelve months, then say make marketing hit 200% lead growth and break this up into monthly targets for MQLs, or just plain old leads, or opportunities, or whatever metric you pick. Another part of the reason may be the marketing team lacks sufficient ownership/ management experience. One big problem with junior marketing hires -- unlike junior sales hires -- is they’ve rarely been given a number to own. Marketing thus doesn’t breed ownership and leadership as well as sales. So if you hire too junior in marketing, you often just end up with a squishy soft mess. Blog posts. Social stuff. Press releases. But ... not so many more leads. Now that you have the team aligned around quantifiable revenue goals ... you’re ready to hire a boss for the team to blow out those goals. If your team is horrible, yes get rid of them. But in marketing, sometimes for a short term, something is better than nothing. Focus instead on hiring a boss for them. Then, she’ll figure out who to keep. And who to let go. SAASTR.COM 46