First Week as VP Marketing: Questions to Ask & What to Do

What to Ask in Week 1 as a VP Marketing

Stepping into a VP Marketing role can feel like drinking from a firehose. You need to quickly assess the landscape, identify key priorities, and start building momentum. This article provides the exact questions I’d ask in my first week as a VP Marketing to hit the ground running. By the end, you’ll have a checklist of questions, a template for your initial stakeholder communication, and a framework for prioritizing your first 30 days.

What You’ll Walk Away With

A prioritized checklist of questions to ask key stakeholders in your first week.
A template email to introduce yourself and set expectations with your team.
A 30-day prioritization framework to focus on the most impactful initiatives.
A diagnostic rubric to evaluate the current marketing strategy.
A language bank of phrases to use when discussing marketing performance with the executive team.
A proof plan to demonstrate early wins and build credibility.

What This Is and Isn’t

This is about quickly assessing the marketing function and setting a strategic direction.
This isn’t a deep dive into specific marketing tactics or tools.
This is focused on your first week and the immediate next steps.
This isn’t a comprehensive guide to all aspects of VP Marketing leadership.

The 15-Second Scan a Hiring Manager Does on a VP Marketing

Hiring managers quickly scan for evidence of strategic thinking and a track record of driving results. They’re looking for concrete examples of how you’ve impacted revenue, customer acquisition, and brand awareness.

Clear articulation of marketing strategy: Can you explain the overall marketing strategy in a concise and compelling way?
Data-driven decision-making: Do you rely on data and analytics to inform your decisions?
Experience with relevant marketing channels: Do you have experience with the marketing channels that are most important to the company?
Track record of driving results: Can you point to specific examples of how you’ve increased revenue, customer acquisition, or brand awareness?
Strong communication skills: Can you communicate your ideas effectively to both technical and non-technical audiences?
Leadership experience: Do you have experience leading and managing a team?

Key Questions to Ask in Your First Week

Your first week is all about gathering information and building relationships. Focus on understanding the current state of the marketing function, the company’s goals, and the key challenges and opportunities.

Questions for the CEO

Understand the company’s overall vision and priorities. The CEO sets the tone for the entire organization, so it’s crucial to align your marketing strategy with their objectives.

What are the company’s top three priorities for the next 12 months?
What are the biggest challenges the company is facing?
What are your expectations for the marketing function?
How do you measure the success of the marketing team?

Questions for the CFO

Gain insights into the marketing budget and financial performance. The CFO is your partner in ensuring that marketing investments are driving a positive return.

What is the current marketing budget?
How is the marketing budget allocated across different channels?
What are the key performance indicators (KPIs) for the marketing team?
What is the process for requesting additional budget?

Questions for the Sales Leader

Align marketing and sales efforts to maximize revenue growth. Marketing and sales should work together seamlessly to generate leads and close deals.

What are the biggest challenges the sales team is facing?
What are the sales team’s lead generation needs?
How can marketing better support the sales team?
What is the ideal customer profile (ICP) for the company?

Questions for the Marketing Team

Understand the team’s strengths, weaknesses, and challenges. Your team is your most valuable asset, so it’s important to build trust and empower them to succeed.

What are the team’s biggest strengths?
What are the team’s biggest challenges?
What are the team’s goals for the next quarter?
What resources do the team need to be successful?

Template Email to Introduce Yourself to the Marketing Team

Use this template to introduce yourself to your team and set expectations for your leadership. This email should be warm, approachable, and focused on building trust.

Use this when you first join the team.
Subject: Welcome to the team!
Hi team,
I’m thrilled to be joining you as the new VP Marketing. I’m excited to work with all of you to achieve our marketing goals and drive growth for the company.
In my first few weeks, I’ll be focused on learning more about the team, the company, and the market. I’m eager to hear your perspectives and insights.
Please don’t hesitate to reach out to me with any questions or ideas. I’m looking forward to working with all of you.
Best,
[Your Name]

30-Day Prioritization Framework

Focus on the most impactful initiatives in your first 30 days. This framework will help you prioritize your efforts and make a positive impact quickly.

Assess the current marketing strategy: Review the existing marketing plan, analyze key performance indicators (KPIs), and identify areas for improvement. This helps you understand the baseline.
Meet with key stakeholders: Build relationships with the CEO, CFO, sales leader, and marketing team. This builds alignment and trust.
Identify quick wins: Look for opportunities to make immediate improvements to marketing performance. This builds momentum.
Develop a 90-day marketing plan: Outline your key priorities, goals, and initiatives for the next 90 days. This provides a roadmap.

Diagnostic Rubric to Evaluate the Current Marketing Strategy

Use this rubric to evaluate the current marketing strategy and identify areas for improvement. This rubric focuses on key areas such as strategy, execution, and measurement.

Strategy: Is the marketing strategy aligned with the company’s overall goals?
Execution: Is the marketing strategy being executed effectively?
Measurement: Are the results of the marketing strategy being measured and analyzed?
Team: Does the marketing team have the skills and resources to be successful?

Language Bank for Discussing Marketing Performance with the Executive Team

Use these phrases when discussing marketing performance with the executive team. These phrases are clear, concise, and focused on results.

“We’re on track to achieve our Q[Quarter] revenue goals.”
“We’re seeing strong growth in customer acquisition through [Channel].”
“We’re implementing a new marketing campaign to increase brand awareness.”
“We’re working closely with the sales team to generate more leads.”
“We’re constantly measuring and analyzing our marketing performance to optimize our results.”

Proof Plan to Demonstrate Early Wins and Build Credibility

Demonstrate early wins to build credibility and gain the trust of your team and the executive team. This proof plan outlines the steps you can take to achieve quick wins and showcase your expertise.

Identify three quick wins that you can achieve in the first 30 days.
Develop a plan to execute those quick wins.
Measure the results of your quick wins.
Communicate your results to the team and the executive team.

The Mistake That Quietly Kills Candidates

Failing to ask the right questions early on can lead to misalignment and missed opportunities. A weak VP Marketing dives into tactics without understanding the strategic context.

To avoid this, focus on asking strategic questions that uncover the company’s goals, challenges, and expectations for the marketing function. This will enable you to develop a marketing strategy that is aligned with the company’s overall objectives and drives results.

FAQ

What are the most important KPIs for a VP Marketing?

The most important KPIs for a VP Marketing will vary depending on the company and its goals. However, some common KPIs include revenue growth, customer acquisition cost (CAC), customer lifetime value (CLTV), brand awareness, and website traffic.

It’s crucial to understand which KPIs the company prioritizes and how they are measured. This will help you focus your efforts and demonstrate your impact.

How can I build relationships with key stakeholders in my first week?

Building relationships with key stakeholders is crucial for success as a VP Marketing. Schedule one-on-one meetings with the CEO, CFO, sales leader, and marketing team to learn about their perspectives and priorities.

Be a good listener, ask thoughtful questions, and show genuine interest in their work. This will help you build trust and establish a strong working relationship.

What are the biggest challenges facing VP Marketings today?

VP Marketings face a number of challenges today, including increasing competition, rapidly changing technology, and the need to demonstrate a return on investment (ROI) for marketing spend.

To overcome these challenges, VP Marketings need to be strategic, data-driven, and adaptable. They also need to be able to build strong relationships with key stakeholders and lead high-performing teams.

How can I stay up-to-date on the latest marketing trends?

The marketing landscape is constantly evolving, so it’s important to stay up-to-date on the latest trends. Attend industry conferences, read marketing blogs and publications, and follow thought leaders on social media.

Experiment with new marketing channels and technologies to see what works best for your company. This will help you stay ahead of the curve and drive results.

What are the key skills and qualities of a successful VP Marketing?

Successful VP Marketings possess a combination of strategic, analytical, and leadership skills. They are able to develop and execute marketing strategies that drive results, analyze data to inform decisions, and lead high-performing teams.

They also have strong communication skills, are able to build relationships with key stakeholders, and are adaptable to change.

How much should I expect to be paid as a VP Marketing?

The salary for a VP Marketing will vary depending on the company, industry, and location. However, according to Glassdoor, the average salary for a VP Marketing in the United States is $200,000 per year.

It’s important to research the salary range for VP Marketing positions in your area and negotiate a fair salary based on your skills and experience.

What are some common mistakes that VP Marketings make?

Some common mistakes that VP Marketings make include failing to align marketing strategy with company goals, not measuring and analyzing marketing performance, and not building strong relationships with key stakeholders.

To avoid these mistakes, focus on developing a strategic, data-driven approach to marketing and building strong relationships with your team and the executive team.

How can I make a positive impact quickly as a new VP Marketing?

To make a positive impact quickly as a new VP Marketing, focus on identifying quick wins, building relationships with key stakeholders, and developing a 90-day marketing plan.

This will help you demonstrate your expertise, build credibility, and set the stage for long-term success.

What is the best way to manage a marketing budget?

The best way to manage a marketing budget is to develop a detailed marketing plan that outlines your key priorities, goals, and initiatives. Allocate your budget across different channels based on their potential to generate a return on investment (ROI).

Track your marketing spend closely and analyze your results to optimize your budget allocation. This will help you ensure that you are getting the most value from your marketing investments.

How can I build a high-performing marketing team?

Building a high-performing marketing team requires a combination of strong leadership, clear communication, and a focus on employee development. Set clear goals and expectations for your team members and provide them with the resources they need to be successful.

Create a culture of collaboration and innovation, and encourage your team members to share their ideas and perspectives. This will help you build a team that is engaged, motivated, and results-oriented.

How do I handle pushback from the executive team?

Pushback from the executive team is inevitable, so it’s important to be prepared to handle it effectively. Listen to their concerns, address their questions, and present your ideas in a clear and concise manner.

Be prepared to back up your recommendations with data and analytics. This will help you demonstrate the value of your marketing initiatives and build trust with the executive team.

What’s the difference between marketing for a B2B vs. B2C company?

Marketing for a B2B (business-to-business) company typically involves a longer sales cycle and a focus on building relationships with key decision-makers. B2B marketing often relies on content marketing, lead generation, and account-based marketing.

Marketing for a B2C (business-to-consumer) company typically involves a shorter sales cycle and a focus on reaching a large audience. B2C marketing often relies on advertising, social media, and email marketing.

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