He lays out a 3-step framework for determining your marketing priorities, especially when heading up a new team:
1. Start with the CEO (if possible) & Head of Sales
Is there a brand visibility issue or is demand gen the area that needs the most work?
2. Get to know your customers & your competitors
Where are there gaps in your competitors’ marketing that you can see online. Don’t stop at getting to know prospects via sales call sit-ins. Talk to Customer Success & have those conversations inform your buyer personas, as well.
3. Take extra time to research the state of your industry & your niche in the market.
It may be tempting to jump into execution too early, but determining both long-term & short-term goals very clearly in this step can help you avoid wasted time in early marketing efforts.