In this enlightening episode of "Founders' Marketing Compass," host Etgar Shpivak sits down with Dr. Maya Huber, co-founder and CEO of TaTiO, a virtual job simulation platform. With 15 years of recruiting experience and a PhD in the future of work, Dr. Huber shares invaluable insights on building and managing marketing teams in startups. She discusses the journey of TaTiO, from its inception to its current operations in the US, Europe, and Israel. Dr. Huber candidly addresses the challenges of defining marketing KPIs, bridging the gap between sales and marketing teams, and balancing long-term vision with short-term goals. This episode offers a unique perspective on startup marketing, hiring practices, and the misconceptions surrounding women founders in the tech industry. Key Takeaways: * Defining clear, specific KPIs for marketing teams is crucial, as well as focusing on qualified meetings rather than just leads. * Detailed documentation and alignment between sales and marketing teams can significantly reduce conflicts and improve overall performance. * Balancing long-term vision with short-term goals requires strategic planning and periodic focus shifts. * When hiring marketing team members, prioritize agility, willingness to work hard, and critical thinking skills. * First-time founders should trust their instincts while remaining open to advice and feedback. * The misconception that women founders need more help than men can be counterproductive. * Marketing teams are crucial for startup growth, even during challenging times. * Effective marketing in startups requires understanding the right timing and type of marketing persona needed at different stages. * Measuring marketing effectiveness goes beyond lead generation and includes brand awareness and industry reputation. * Startup culture isn't all fun and drinks; it involves hard work and dedication. Chapters 00:00 Introduction and Background 02:28 Defining Marketing Team KPIs 05:03 Measuring Marketing Team Effectiveness 08:52 Managing Tension Between Sales and Marketing 14:07 Balancing Long-Term Vision and Short-Term Goals 16:46 Measuring Marketing Performance 19:52 Common Mistakes When Working with Marketing Teams 21:29 Qualities to Look for When Hiring Marketers 23:21 Surprising Lessons as a Founder 24:42 Debunking Misconceptions About Women Founders 26:39 Satisfaction with Current Marketing 27:31 Closing Remarks Maya’s LinkedIn: https://www.linkedin.com/in/maya-huber-a9791926/ Etgar’s LinkedIn: https://www.linkedin.com/in/etgar/ Thanks for reading Founders' Marketing Compass! Subscribe for free to receive new posts and support my work. Keywords: Startup marketing, KPIs, sales-marketing alignment, hiring practices, women founders, virtual job simulation, HR tech, qualified leads, brand awareness, startup challenges, marketing team management, founder insights, tech startups, marketing strategy, startup growth This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com