#33 — Cold Take: Nontechnical SaaS founders need a CMO before a CTO
October 30, 2024•2 min read
Our take: While conventional wisdom pushes nontechnical founders to find a CTO first, today's SaaS landscape requires a marketing-first approach to avoid launching great products that nobody sees.
By the numbers:
- Significant equity dilution (typically 20-40%) when bringing on a technical co-founder for skills that could be outsourced
- Development costs have decreased by ~60% with the rise of pre-built tools, APIs, and specialized agencies
- Post-launch marketing determines whether your product gains traction or joins the 90% of startups that fail
The big picture: Building a product is only one piece of the puzzle. Without a strategic marketing plan, founders risk depleting budgets on development while leaving nothing for customer acquisition — the equivalent of "hosting the party of the year and forgetting to send out invitations.
Between the lines: A marketing co-founder doesn't just create demand — they build trust, loyalty, and long-term relationships that transform how your product finds its place in the market.
What they're saying: "Just because it's good software doesn't mean it's a good business. And engineers hate this, but there is this spectacular conflation of the two things. If there isn't a good way to market your software it's not a good business. It doesn't matter if it's good software," notes Seth Godin, highlighting how even excellent software like ACTA failed because "outlining was missing a method to turn it into a good business."
What to watch: When seeking a marketing co-founder, prioritize:
- Strategic thinking that can outline and adapt your growth roadmap
- Hands-on expertise with SEO, content, and PPC campaigns
- Deep understanding of SaaS customers' pain points and buying behaviors
- Collaborative mindset that thrives in cross-functional settings
Go deeper: Marketing co-founders can start adding value months before launch by influencing which features to prioritize and building runway for campaigns that take time to gain traction.
The bottom line: While technical expertise remains important, it can often be outsourced. Marketing expertise is what gets your product into people's hands and keeps them coming back — turning an MVP into a market leader.
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