You're so excited. Your early-stage business has reached a new milestone—you're hiring a marketing director. And since you just read a book about KPIs, you set KPIs for the position. How about +200% growth YOY?

Sounds reasonable, you think.  

Fast forward six months. Now you're sad. All your fancy new marketing director does is ask for money. They say they can't reach their goal without the proper resources.

BUT YOU ARE A RESOURCE, you think.

Just make us viral, you think.

Just make us thought leaders, you think.  

 Think again.

Your marketing director needs money to make money. That's how marketing works.

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