A guide for founders & executives hiring their next marketing role. Avoid expensive mistakes and define exactly what you need.
Hiring the wrong marketer is expensive - not just in salary, but in lost time, momentum, and opportunity cost. Many SaaS founders struggle not just finding candidates, but defining what role they actually need.
Determine if you need a strategic leader, player-coach, or specialized executor.
Establish clear success metrics, responsibilities, and expectations.
Sidestep the most common hiring pitfalls that cost SaaS companies $$.
PART 1
The Three Core Marketing Role Types
Strategic Leader
Head of Marketing / VP
Best for: Companies ready to scale marketing systematically.
Own entire marketing strategy & budget allocation
Build and manage a team (even if small to start)
Connect marketing to revenue
Partner with sales, product, and leadership on GTM strategy
You need this if:
$3M+ ARR and marketing feels scattered
Budget for $150K+ hire
Ready to step back from decisions
Warning: If you want to approve every campaign yourself, you don't want a Head, you want a Manager or IC.
Player-Coach
Marketing Manager / Sr. Manager
Best for: Companies needing hands-on execution plus team building.
Execute 60-70% of the work themselves (content, campaigns, ops)
Build processes as the function matures
Hire & manage 1-3 people over time
Own specific outcomes (MQLs, pipeline, brand awareness)
You need this if:
$1M-5M ARR
Budget is $110-160K
You're willing to stay involved in strategy
Warning: Don't expect this person to build enterprise infrastructure or manage a large team immediately.
Specialized Executor
IC: Demand Gen, Content, PMM
Best for: Companies with a defined strategy needing expert execution.
Own and execute one discipline extremely well
Work within established strategy and processes
Optimize and scale a specific motion
Report on channel function/performance
You need this if:
You already know your strategy and channels
Budget is $90-130K
You or another leader can provide direction and strategic oversight
Warning: If no one on your team can give this person direction or context, they'll flounder.
Before you write a job description or talk to recruiters, answer these questions.
What does success look like in 90 days? (e.g., audit complete, first campaign live)
What does success look like in 6 months? (e.g., pipeline growing 30%, new channel launched)
What does success look like in 12 months? (e.g., revenue sourcing 40% of pipeline, team of 3 built)
What will they own completely? (channels, budget, vendors, headcount decisions)
What will they collaborate on? (sales alignment, product launches, content strategy)
What will you/leadership retain control over? (messaging, positioning, brand, spend approvals)
Required: What must they have done before? (e.g., built demand gen from scratch, managed $500K budget)
Nice-to-have: What would be helpful but isn't a dealbreaker? (e.g., ABM experience, specific tool knowledge)
What's the budget? (salary + tools + agency/contractor spend)
Who will they work with daily and what support will they get from you?
What tools/systems are already in place? (CRM, MAP, analytics stack)
Common mismatches between what companies hire for vs. what they need.
Execute daily ads, write all content, or manage tools hands-on
Work without a budget for team, tools, or agencies
Report to someone who wants to own marketing strategy
Reality Check
Heads need resources and autonomy. If you can't provide both, hire a Manager.
Build enterprise marketing infrastructure from scratch
Manage a team of 5+ immediately
Know your product, market, and customers without onboarding
Reality Check
Managers can grow into leaders, but they need time, direction, and realistic scope.
A channel expert (paid, content, SEO)
A sales enablement person
A fractional leader first to define the strategy
Reality Check
"Marketing" is 12+ different disciplines. Get specific, or you'll hire wrong.
Now that you have clarity on what role you need, the next steps are:
We help SaaS companies hire marketers who actually move the needle. We don't just send resumes, we help you think through whether this is the right role at the right time, what the market looks like for your specific needs, what "good" looks like in these roles and how to compete for talent at your stage and budget.
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