Startups must never outsource core strategy and ideation to external agencies
Katrina Wong · Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment · Mar 1, 2022 · at 24:52
Katrina Wong (VP Marketing, Segment) discusses best practices for early-stage startup marketing and agency collaboration during a SaaStr panel.
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“In terms of agencies, it's really about not outsourcing your strategy, right, and the ideation. What they should be doing, let's just take messaging, for example, or product marketing, or even PR, right? They have the relationships. They can help up level your thinking and help shape it based on what the market signals are, because that's marketers, right? Like, we create markets. They can do that piece, but the true ideation, you know your business the best, so that part, if you start outsourcing that to agencies, and I do a fair amount of advising for early stage startups, that's where it really goes awry.”
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