Understanding Agency Pricing Models: A Guide for Startup Marketers

The CMO role is a constant balancing act, especially in a late-stage startup. Thomas Been, Chief Marketing Officer at Domino Data Lab, has navigated the complexities of CMO leadership in both startup and enterprise settings. He shares valuable insights into what it takes to build an effective marketing team, stay adaptable in a shifting market, and harness emerging trends like AI to drive results. Here are the most actionable takeaways from his experience—perfect for startup marketers looking to build strong foundations.

Structuring a Marketing Team for Maximum Impact

Being a Chief Marketing Officer today means constantly adapting to change. The role’s pressures have increased with tighter budgets, the rise of generative AI, and shifts in market conditions. CMOs in tech must be prepared to navigate uncertainty.

“It’s not a reset, but we’re entering a new era. I want to be at the forefront, writing the story—not just a passenger,” says Thomas.

Thomas’s approach to marketing team structure centers on functionality, not hierarchy. He suggests focusing on the specific outcomes each function needs to achieve rather than rigid reporting lines. This flexible approach helps adapt to different phases of a company’s growth. Here’s how he breaks it down:

• Product Marketing: Critical for defining messages and guiding campaigns. Thomas sees this as the starting point—aligning closely with sales and product teams to ensure that messaging resonates. This makes the role of a product marketing CMO particularly significant.
• Demand Generation: All about creating an engaging customer journey. This includes digital channels, field marketing, and web experiences, ensuring that every touchpoint is effective—perfect for a Demand generation CMO.
• Content Team: Balances art and science. It collaborates with product marketing to decide on topics and formats and with demand generation to maximize reach.
• Partner Marketing: Key for platforms like Domino, which relies on ecosystems. This team integrates partner contributions into every aspect of marketing—from product launches to demand generation.

Pro Tip: Thomas advises against a one-size-fits-all approach. Instead, tailor your team’s focus based on who you’re engaging with, your sales strategy, and the unique aspects of your product—core elements in scaling marketing in startups.

Balancing Strategy with Flexibility

For startup marketers, strategic agility is essential. Thomas notes that many startups try to do everything—enterprise sales, product-led growth, and more. But with constrained resources, startups must prioritize and focus on areas that drive the most value.

A flexible, modular approach allows you to adjust based on your market, rather than adhering strictly to a pre-set plan. As Thomas puts it, “Learn how to learn.” This involves:

• Identifying what’s working and scaling those efforts.
• Experimenting with new tactics and adjusting quickly.
• Staying close to customer feedback to refine approaches.

These are best practices for CMOs in tech startups to ensure long-term growth.

Building Customer-Centricity into the Organization

Thomas’s philosophy centers on customer experience—putting the customer first at every step of their journey. He suggests that marketers should always think from the customer’s perspective, even during planning sessions. This focus helps create more authentic and effective campaigns, which is crucial in B2B CMO strategies.

Thomas says: “The best marketing you can have is the voice of the customer. No one talks about your product better than a happy customer.”

He advocates for building programs that elevate customer stories, such as:

• Case Studies: Showcase how customers have succeeded using your product.
• Speaking Opportunities: Encourage customers to share their experiences at industry events.
• Unfiltered Reviews: Lean into genuine feedback through platforms that matter to your audience.

These tactics not only boost credibility but also foster a positive cycle where more customers are willing to share their stories, enriching your content—key elements in CMO strategies for driving brand awareness.

AI in Marketing: Amplifying Creativity, Not Replacing It

AI is transforming many aspects of marketing, especially when it comes to content creation. Thomas highlights how tools like ChatGPT have accelerated the content development process, allowing teams to focus more on creativity.

AI can automate repetitive tasks, analyze data quickly, and streamline initial drafts. However, Thomas emphasizes that AI is changing the role of a CMO by amplifying creativity, not replacing it. The real power lies in using AI for efficiency while relying on human intuition to create content that resonates deeply with audiences.

When to Invest in a Full-Time Communications Team

As startups grow, the demand for strategic communications increases. Thomas advises listening for key signals, such as when you feel constrained by time or see missed PR opportunities. It might be time to bring in a dedicated communications expert when:

• You’re ready to move beyond basic product announcements to more nuanced storytelling.
• You want to deepen your relationship with the media.
• Your customers and partners start noticing and mentioning your brand in industry conversations.

Pro Tip: Use an agency to complement your team when expanding your PR efforts. A strong agency partnership can bring valuable external perspectives while your internal team crafts the strategy—an essential part of the CMO’s role in digital marketing transformation.

Preparing for Growth: Advice for Early-Stage Marketers

When asked what early-stage marketers should focus on, Thomas suggested thinking less about scalability from the start and more about adaptability.

“Don’t plant trees because they’ll last 2000 years. Learn how to plant trees and understand what makes them grow,” he says. In other words, build an organization that knows how to seize opportunities and adapt as the market evolves.

Some practical tips for early-stage growth include:

• Focus on Execution: Be quick to test new approaches and pivot when needed.
• Measure and Learn: Identify what key metrics for CMOs in startups matter and use them to refine your tactics.
• Prioritize Wisely: With limited time and budget, choose projects that can deliver the most impact.

Thomas Been’s insights offer a roadmap for startup marketers navigating rapid change. Focus on building flexible, customer-centric teams that adapt quickly. Use AI to enhance creativity, not replace it. And, most importantly, stay close to your customers—because they’ll tell you what’s working and where you should go next.

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