Startups Need a Product Marketer Before Hiring a Marketing Director

With product-led growth becoming more and more popular, product marketing managers (PMMs) currently occupy the hottest role in startup marketing, and for good reason: the process of product marketing begins much, much earlier than demand generation and/or campaign-based integrated marketing communications (the work a Director of Marketing would typically oversee). Demand generation marketing tends to begin with the launch, and Directors or VPs of Marketing who are hired pre-launch will busy them