Is your marketing strategy “in system”?

Not too long ago, I heard a podcast by the legendary Leah Neaderthal where I learned the volleyball term of being “in system,” or “out of system.” 

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Being “in system” refers to a situation where the team’s initial pass or dig is of high quality, allowing the setter to have all attacking options available, leading to a higher likelihood of scoring a point. Conversely, being "out of system" means the team is unable to execute their planned play due to a poor pass or other disruptions, forcing them into a more improvised and less effective offensive strategy.

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I thought about how well this applies to startups, particularly in building a marketing strategy, where being “in system” means having a well-structured and efficient marketing plan that aligns with the company’s goals and resources. It involves clear objectives, defined target audiences, and strategic use of channels for customer acquisition and brand awareness. An “out-of-system” scenario would be a disorganized or reactive marketing approach, lacking clear direction, which can lead to inefficient use of resources and missed opportunities.

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Relatedly, I have ruthlessly been challenging the philosophy of “growth at all costs.” Startups that prioritize rapid growth over sustainable business practices most often face issues with cash burn, high turnover and workplace dissatisfaction. High-profile examples of companies with significant cash burn very often include those in the tech and life sciences sectors, where upfront investments are substantial, and profitability may take longer to achieve. And we’ve all seen the headlines of shuttered doors or plummeting stock performance after a seemingly successful IPO. 

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Given these challenges, startups can benefit significantly from a fractional Chief Marketing Officer. A fractional CMO brings expertise and strategic oversight to a startup without the full-time cost associated with a traditional CMO role– and a traditional CMO will cost you… a lot. A fractional CMO like me can help create a marketing playbook that ensures your startup’s marketing efforts are “in system,” meaning they are strategic, data-driven, and aligned with the company’s stage of growth and objectives. My approach ensures an efficient use of marketing budgets, better targeting of customer segments, and ultimately, a stronger foundation for sustainable growth. 

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Just as a volleyball team needs to be “in system” to play effectively, a startup needs a structured marketing strategy to grow sustainably. A fractional CMO (like me!) can provide the necessary leadership and expertise to develop and implement such a strategy, helping startups avoid the pitfalls of “out-of-system” chaos and “growth at all costs” mentality that depletes valuable runway.
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Get in touch today, and together we can figure out how an all-star marketing plan can get you points up on your board.