ScalingEmerging Pattern

Trade marketing headcount for dedicated growth engineers - marketing needs engineering to move fast

1 founder has proven this pattern works. Examples include Jaleh Rezaei (Gusto).

Without engineering, marketing is almost useless in modern B2B. Put engineers directly on marketing team or create dedicated sub-team.

When joining or building marketing leadership

Accepting that it takes engineering a month to build landing pages while keeping teams siloed

1 Founder Who Did This

Gustoby Jaleh Rezaei

Had head of growth EPD pod sit in marketing staff meetings with shared OKRs. Traded marketing headcount for growth engineers.

Result:Marketing had unmitigated access to design, analytics and engineering