Introduction

A field guide to startup marketing that cuts the noise and shows what to do. Learn the core systems teams use to plan and win.

What's the problem it solves?

Most startups copy random tactics and chase every new idea. This guide gives a simple system so marketing is focused, linked to goals, and built to last.

Quick Summary

Part 1 of the MKT1 Field Guide shares the core setup for B2B startup marketing. It explains how to avoid Random Acts of Marketing by choosing a clear plan, picking a few big bets, and sticking to them. You learn to balance your Fuel what you say and make with your Engine how you share it so your message actually reaches people.

It then shows how to find your Marketing Advantages the unique things that help you win and how to base your plan on three drivers audience research, your go to market model, and those advantages. You also rank four revenue levers grow the top of funnel with your current audience, reach a new ICP, raise customer value, and improve efficiency to guide where you spend time.

Next, it turns strategy into daily work. You make a Marketing Decision Dashboard to keep choices clear, build an annual plan, set KPO Goals KPIs, big Projects, and Ops work, write a GACCS Brief before every project, and run true cross team campaigns that combine fuel and engine. Last, it covers team design. Treat marketing like a product org, group the team into three sub functions product marketing, content and brand, and growth and hire a Marketing Producer to connect the dots. Early on, hire π shaped marketers who go deep in two areas and know a third.

Key Takeaways

• Copying others leads to random work. A simple plan beats scattered tactics
• Balance Fuel message and content and Engine channels and ops from day one
• Know your unique edges Marketing Advantages and build around them
• Let the three drivers guide you audience research, GTM model, advantages
• Pick your top revenue lever each quarter and focus on it
• Turn plans into habits with a dashboard, KPO Goals, and GACCS Briefs
• Campaigns are fuel plus engine for a set audience and time with one owner
• Run marketing like product, not like a sales service desk
• Structure the team into foundation product marketing, fuel content and brand, and engine growth
• Producers and π shaped marketers make small teams move fast

What to do

• Map your Marketing Advantages in a short list and circle the top 2 to double down on
• Choose your primary revenue lever for this quarter and write the why in one line
• Build a one page Marketing Decision Dashboard and share it with sales and product
• Write KPO Goals KPIs, 1 to 3 big Projects, and the Ops work you must do
• Start every project with a GACCS Brief goals, audience, channels, creative, stakeholders
• Plan one cross team campaign that matches your top lever and has a single owner
• Audit your Fuel and Engine balance stop or pause items that do not fit
• Add a Marketing Producer role or assign producer duties to a strong generalist
• Hire or train for π shaped skills pair two deep areas plus working knowledge of a third
• Review this system every quarter and keep what works green double down, red let go

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