Properly defining marketing roles is harder than ever.  The digital landscape is changing rapidly and, as a result, marketers at all levels are specializing to stay current.  This complexity means that there are multiple ways to bundle skills within a role and role definitions vary by product type and company stage. Therefore, too often hiring managers poorly define key role requirements, or they seek skills that don’t typically nest together in candidates. This ends up wasting time and leading to long, difficult searches.

Defining roles correctly is paramount to effective recruiting and ensuring that the new hire will be successful. We created the RevelOne role framework to help you think strategically about role definition and avoid common mistakes.  

RevelOne Role Frameworks:

Each role framework includes typical role archetypes, common titles, leveling advice, key skill areas, and typical business objectives for the role. This article will help you understand how to leverage this framework to optimally scope marketing roles.

1. Role Archetypes

We see a wide variety of skills and a growing number of responsibilities being asked of marketers today. For each role, people often spike in some areas over others. We created “role archetypes” so you can see the most common profile types that are currently on the market and identify the best profile for your needs. 

Below are examples of role archetypes taken from our Product Marketing Role Framework

RevelOne Role Archetype Examples

2. Define Specific Outcomes

Too many hiring managers create unprioritized or unrealistically long lists of role requirements, which can set them up for failure in a competitive job market. Instead, we recommend leaders start the hiring process by clearly defining the top three outcomes they expect from the candidate in their first 12-24 months. Be as specific as possible and avoid requirements like “grow revenue by 50%,” which is not actionable in a search. These outcomes should then be mapped to core skills and role priorities.

3. Map Skills & Priorities to Outcomes

Map the underlying skills needed to achieve your three desired outcomes. Carefully prioritize which skills are must-haves and which are nice-to-have or can be learned. Be sure to look at all the requirements holistically to ensure you are seeking skills sets that tend to nest together in real-life candidates. 

Our Skill Portfolio Chart includes the most common skills for each role. Use the chart to select the most desired skills for your open role. 

The examples provided below are taken from our Performance Marketing Role Framework

RevelOne Skills Portfolio Chart Example

Our Role Priorities Chart includes the most common priorities for each role. We recommend that you select the top 3-5 role priorities. 

The examples provided below are taken from our B2C Marketing Leader Role Framework

RevelOne Role Priorities Chart Example

4. Determine Role Level

Scoping roles at the wrong level is the most common mistake we see among first-time CEOs and can derail a search. If you’re hiring a CMO or VP of Marketing, you need to be prepared to provide them with a team and resources since the best ones want some leverage and scale to make a meaningful impact. If you want a builder who has their hands on the wheel, hire a Director with a player-coach mentality. Use our Role Leveling Chart to determine the level of your role. 

The examples provided below are taken from our Marketing Analytics Role Framework.

Role Leveling Chart


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

We all deserve to work with people who respect us, invest in our growth, and compensate us fairly. These are the key ingredients for a successful career, but they’re tricky to find in tech, where career paths aren’t linear, companies can grow or fade quickly, and you’re one bad boss away from updating your LinkedIn profile.

RevelOne was founded by marketing execs who have hired and mentored people in companies of every size and stage. We’re passionate about helping people reach their potential and avoid the common pitfalls we’ve seen many people — including ourselves — experience in their careers.

We’ve talked to hundreds of talented marketers, like yourself, and we’ve heard similar challenges again and again from many people. 

Common Challenges from People in Tech Companies

We’re not here to give generic or superficial career advice no lists of “7 Things You Should Never Wear to an Interview.”  Our goal in this series of articles is to go deep into the highly specialized challenges of startups and tech companies.

We’ve talked to top CMOs and leaders about their own career paths and what has made them successful. From this, we’ve developed a guide to help you think about what’s important, how to find happiness, and the steps required to get there.

The RevelOne Career Guide provides frameworks and data related to your goals, skills, compensation, and how to choose a company.

RevelOne Career Guide


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Are you making career decisions based on what’s really important to you, or are you playing it safe? Do your personal values drive your priorities or are you overly influenced by what others think?

You’ve probably been to a party where you talked to someone you barely knew about your job.  Did you have a feeling of pride or an insecure twist in your gut? That person might walk away and never think about you again, so why does someone else’s perceived reaction affect us this way?

When we haven’t thought about what really makes us happy, we default to chasing titles, status, or money, and we’re more likely to worry about the reactions of others. This often leads to a nagging sense that we’re not on a fulfilling path. 

To understand what really matters to you, you need to think about the bigger questions. Here are a few “big picture” resources that are a good starting point:

While the above frameworks are amazing at the level of life philosophy and can apply to everything you do, we wanted to get more pragmatic with specific career questions. To do this, we created a career self-assessment guide. 

RevelOne Career Self-Assessment Guide

1. What motivates you most in a job?

2. What are your superpowers?

3. What kinds of roles and activities made you happiest?

4. Do you like to be more of a specialist or generalist?

These questions are meant to tap into your authentic reactions to help you understand exactly what makes you happy in your career. You can test opportunities against these factors and they may point you in the direction of trying a new type of role or environment. 

We also recommend that you explore our article on How to Decide Which Company is Right for You and How to Find Your Culture Fit.  All in all, we recommend that you try to put title and status aside, and keep yourself open to opportunities that are the most meaningful for you.


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

It’s hard to keep up with today’s ever-changing digital marketing landscape. To stay current, marketers at all levels are increasingly specializing. Marketing tactics that were considered cutting edge just a few years ago have quickly become obsolete. In order to be successful, you need to constantly test and innovate

As a marketer, it’s hard to know what marketing skills are needed to advance your career given how quickly new channels and tactics evolve. It’s also hard to know which channels and tactics are in demand for top companies. 

As a leader, it’s difficult to know how to build your marketing team with modern roles and the right skill sets. 

In addition, high growth tech companies face unique challenges, which impact how marketers think about their skills and career progression, and how leaders think about their org structure. 

This article will cover these common challenges and provide insight into how they can be mitigated. We also provide information on RevelOne’s useful tool that marketers use to identify the skills they need to progress and company leaders use to build their org structure.  

Marketing Role Challenges

  1. Rapidly changing channels and technologies mean that marketing skills and even titles can change over any 2-3 year period. 

RevelOne Insight: What was previously called Performance Marketing or Acquisition Marketing is often mislabeled as Growth Marketing. True Growth Marketing roles are ones that combine traditional user acquisition with product-based tactics and is most often used by platform companies with strong virality. The best practice is to call your role Acquisition Marketing if it’s mostly driven by paid media.

  1. Growing companies evolve from hiring generalists to more specialized roles as they scale. However, deciding when and how this happens in each area is not always obvious and can cause disruption. It can also create dissatisfaction (and turnover) with individuals who enjoy having their hands in multiple areas and resist a narrowed focus. 

RevelOne Insight: One of the main reasons we see candidates turn down senior channel-specific roles is due to their desire to broaden their skills in order to reach higher-level roles such as Head of Marketing. The best practice is to keep channel-specific roles below Director level unless you are a very large company.

  1. Similarly, team members vary in their ability (and desire) to step out of the day-to-day execution and into management. The process of elevating existing team members or bringing in more senior people from the outside (and leveling loyal current employees) is also tricky.

RevelOne Insight: Often, a Senior Manager will think she/he is ready to step up to a “Head of” role when they might not have any direct management experience. Unless you have the time to train this person, it is important to bring in outside talent when key requirements cannot be fulfilled by existing team members. 

Marketing Skill Challenges

Within Marketing, rapid change has made managing skills and roles far more complex and more important than ever. Here are a few skill-specific examples:

  1. Channels like Facebook blur across Acquisition and Re-engagement, forcing organizations to decide whether they separate those lifecycle stages, or have a channel specialist who can span both. 

RevelOne Insight: We recommend focusing your hiring (both in terms of prioritization and leveling) based on what stage of growth the company is in. Early stage companies should focus more on acquisition hires and later stage companies should focus on engagement to ensure they don’t have a leaky bucket. 

  1. While “Growth Hacker” has become a buzzword, it can describe roles where marketers need more diverse skill sets than in the past. This can mean bringing together paid acquisition campaign skills with product management savvy around working cross-functionally to optimize activation, viral loops, and other feature-driven growth initiatives

RevelOne Insight: These candidates are rare and in high demand, which means you will likely need to pay more or be flexible on skill requirements. However, if you can find a good one, they are worth their weight in gold.

  1. B2B marketers who once focused on product marketing and sales support now manage marketing automation and lead nurture programs that require them to be more quantitative and accountable like their B2C peers.

RevelOne Insight: Lead Generation B2B Marketers need competency across three main categories: content strategy & storytelling, media buying & distribution, and tech-savvy & quant skills to manage their automation platform. Rarely is someone equally good across this spectrum, so you need to prioritize across these three sets of skills.   

Marketing Skills Map

RevelOne Marketing Skills MapTo help guide both candidates and companies, we created the RevelOne Marketing Skills Map, which lays out the core competencies and functions that make up a mature marketing organization.

Company leaders use our skills map for designing org structure, defining roles, and assessing skills.

Marketers use our skills map for career trajectory planning and exploring new marketing channels.

Access RevelOne Marketing Skills Map




About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Company culture plays a fundamental role in your happiness and success at work. It impacts how companies treat everyone from employees to customers, so it has a major impact on both your experience and the company’s overall success. We’ve developed some simple steps to help you assess whether a company’s culture will bring out the best in you.

What’s Important to You?

First, take a moment to rank the fundamental elements of a company’s culture (listed below) that are the most important to you. Remember, it’s important to prioritize these factors because you most likely won’t find one company that can give you everything.

If you’re having a difficult time weighing these factors, read our article on how to Discover What Really Matters to You in Your Career

Next, here are three approaches you can use to collect information and further evaluate a company’s culture. 

1. Glassdoor Rating

This can be a great tool for understanding a company’s culture, work/life balance, and get a diverse set of insider opinions. Make sure there is a large enough volume of reviews and you are not just looking at the total scores. 

Don’t get thrown off if there are some negative reviews. Even great companies have a few disgruntled employees, and unhappy people are far more likely to post a review than satisfied people so there is always a negative bias to consider. Regardless, you can compare their overall score to your current employer’s score to give you a baseline. Also, look for how they rank among other companies you’re considering and look for consistent themes (both positive and negative) in the comments and recent trends.

2. Employee Turnover (a Useful LinkedIn Hack)

You can get a good sense of turnover rate by looking at past employees as a percentage of current employees on LinkedIn by following the steps below.

3. Ex-employee Insights

This may seem awkward, but it might be the most important and revealing step. Find someone who worked in the department you’re joining. Contact her or him through LinkedIn and let them know that you’re considering a position at their former company. Make sure they know you want their unfiltered input and that you will keep what they share confidential. You’ll be surprised at how candid and helpful many people will be, and it can end up being a nice networking opportunity as well. If you can get a backchannel reference through mutual acquaintances, start there.

By using these three data points, you can paint a clear picture of the company’s culture and compare that to your own values to assess fit. This small investment can save you years of stress and unhappiness.


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Company selection is a critical part of your success and, unfortunately, you only have a handful of chances to get it right over your career. As a specialized marketing talent firm, RevelOne has a deep understanding of what it takes to match the right candidates with the right companies. We also understand the difficulties candidates face in deciding which company to join.

This article offers important criteria you should consider when choosing a company to work with. We also provide information on a tool that collects insights on top companies in the country that will help you make more informed career decisions.

Criteria and Questions to Help You Choose a Company

When you work for a great company, you gain access to meaningful opportunities, an invaluable network of smart people, and compelling financial rewards. It’s a decision that should be strategic and well thought out.  Although we can’t promise we will help you pick the next Airbnb, we can provide advice and tools that will increase your chances of success and happiness.

While our criteria and questions are helpful in guiding your decision-making process, you will still need to decide how to weigh and prioritize them. You won’t make the best company decisions if you haven’t thought deeply about how these factors fit with your personal goals, career stage, and risk profile. 


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Compensation is about more than numbers and can be an emotional topic because it also touches on notions of fairness and self-worth. Unfortunately, these emotions can produce bad decisions. At RevelOne, we see hundreds of offers a year and talk to candidates as they wrestle with major career decisions.

We’ve seen marketers choose jobs based on the last few thousand dollars when they might end up burning years in the wrong role, miss out on a huge equity win, or lose the opportunity to develop key skills. And given the evidence of the gender pay gap and other signs of inequality, having a thoughtful and data-driven approach to assessing compensation is more important than ever.  

Below are some important factors to consider when evaluating an offer. We also provide a tool that can help you understand and calculate the value of your startup compensation package across a range of scenarios.

Important Factors to Consider

  1.  Think deeply about your personal situation and risk profile.
  1. Negotiating for more equity sends a positive message to hiring companies because it shows you are aligned with their performance and mission.  
  2. Similarly, shifting some base salary to a performance-based bonus signals confidence in your abilities.

What Is Your Equity Worth?

Equity is a critical part of your compensation, but it is also highly complex and often not well understood. Just knowing the number of options you have isn’t enough. You need to know:

Stock Options Value Calculator

RevelOne Stock & Options Calculator

To help you understand your equity value, we created a downloadable Excel sheet that guides you through the key variables and calculates the value of your options. 

It’s a great tool to use before you accept an offer and be sure to keep it updated after you join a company.


Download Options Calculator







About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Don’t go it alone. People with a “team” around them are more nimble, learn faster, and are happier. They are also less likely to make major mistakes by learning from others.

Everyone will tell you to “network,” but let’s get specific about why and how.

Why Build a Network?

In his book, “The Alliance,” LinkedIn founder, Reid Hoffman talks about the importance of external networks for individuals and how companies should encourage them so their employees learn and bring new ideas into the company. And Keith Ferrazzi, in “Never Eat Alone,” shares how connecting people to each other and bringing a spirit of generosity to networking will help you build real and authentic relationships.

Who Should Be in Your Network?

How to Make Your Network Your Competitive Advantage

You should have a broad, “outer ring” of people in your network that you meet at work, conferences, and through your professional network. You can easily keep up with this broader group via social media. 

We think it’s also worth consciously developing and investing in a narrower “inner ring” of people that you think of as your advisory network. This generally includes up to 20 people that fall into one of 3 buckets:

How to Keep in Touch

We’re all busy, so we have to invest in keeping in touch. You should think about keeping a list of your core network and making sure you communicate every quarter or two. If you are the super-structured type, you can use your calendar or a tool like Asana to build a cycle of staying in touch. Mix up your contact strategy with coffee meetings, a phone call, or just an email update. Over time, you’ll be surprised how a little consistency in communication can start to build a shared experience and desire to help each other out along the way.


About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.

Time is your most precious asset. You can save and spend more money, but the weeks and months of your life just tick forward in one direction.

Your job is where you develop your skills, so you need to know when to hunker down in your job and when to fire up LinkedIn and start looking. Top stock traders say their most important trade decisions are picking the right time to “sell.” The same is true in your career.  

The decision to look isn’t easy. You need to balance the danger of inertia with the distraction of always looking for the next best thing.

This article is designed to help you through this critical decision-making process by providing insights on signs to look for, questions to ask yourself, and how hiring companies perceive your moves. At the end, we also provide a link to a tool which will take you through a few questions and assess if it’s your time to move.

5 Signs It’s Time to Move

  1. Your learning curve has flattened, you feel like you are optimizing more than innovating, and you’re not truly moving the needle.
  2. Good people are leaving the company, and the culture is deteriorating.
  3. That opportunity to expand your role or start managing more people has been “next quarter” for a long time now.
  4. Management does not value or fully understand your role or initiatives.
  5. Investing another precious year in the same place is starting to feel “riskier” than moving somewhere and tackling new challenges.

Questions to Ask Yourself

The above questions help drive a rational evaluation, but it’s ok to give your gut a vote too — it can be a good overall indicator.

How Your Moves Look to the Market

You should focus your thinking around the internal factors above, but we also wanted to give you some perspective on how hiring managers and recruiters view work experience and tenure.

As a specialized marketing recruiting firm, we have a window into how these factors impact hiring decisions for our clients. The market looks with skepticism at someone who changes companies every year or two. Conversely, someone with very long stints at just one or two companies may raise questions around breadth of experience, ambition, and flexibility.

These evaluations aren’t always relevant (or fair), but here are the initial impressions we hear from hiring managers around these two extremes.

How Hiring Managers See Candidates — The 2 Extremes

“The Lifer”

Long stints at just one or two companies

  • Do they have enough diversity of experience to learn from different types of problems and multiple cultures and orgs?
  • Do they lack curiosity or scrappiness?
  • Was there strong progression within the tenure?
  • For long stints at larger companies, are they too comfortable with a big company structure and pace?
  • Did they exhibit a capacity to grow and reinvent themselves within that company?

“The Jumper”

Switches companies every year or two

  • Are they getting fired repeatedly? 
  • Are they missing the grit to work through tough times?
  • Is there a lack of commitment to a mission & team?
  • Is there a possible lack of earned progression?
  • Have they had an opportunity to put a plan in place and then learn from and live with the results?

In Summary

You should make this decision for the right reasons. You don’t want inertia, laziness, or tunnel vision in your current role to prevent you from picking your head up and being strategic. On the other hand, you don’t want to be distracted from performing well in your current role because you’re spending too much time looking around. You also shouldn’t jump ship too quickly because of a temporary bad stretch at work or baseless hopes that “the grass is always greener” in a different role. 

As a benchmark, 2-3 years is a good standard for each “tour of duty.” After that, the burden of proof shifts to making sure you are still growing in your current role and if you’re not, you might want to consider changing roles within your company or moving somewhere new. 

Self Assessment Tool

RevelOne Time To Move ToolThe RevelOne Time to Move Tool can help you think about your progress. After answering a few pivotal questions about your career trajectory, you will be given a score with actionable advice.

People tell us this tool helped them consider the most important factors in deciding if it was time to make a move.

Explore Time to Move Tool



About RevelOne

RevelOne is a leading marketing advisory and recruiting firm.  We do 300+ searches a year in Marketing and Go-to-Market roles from C-level on down for some of the most recognized names in tech.  For custom org design, role scoping, and retained search, contact us.