What 'Dr Bob' taught me about Marketing for startups

One of my closest friends is a Doctor, someone I often visit for advice. He also has a medical PhD from one of the world's pre-eminent medical schools.

I've learned much from 'Dr Bob' (let's call my friend 'Bob') about being ethical, patient, rational, objective, and compassionate. 

Bob and I have a dark sense of humour which serves us well in dealing with life's difficulties. The more I've gotten to know Bob, the more I've learned to respect his outlook on life. 

What is his life philosophy? He is a stoic. He once told me that he didn't like the word 'happiness' and preferred the Greek term eudaimonia.

In the works of Aristotle, eudaimonia was the term for the highest human good in the older Greek tradition. It is a central concept in Aristotelian ethics.

I've worked for many tech startups in my marketing career, spanning 15 years. My role often feels like being a doctor. Of course, the stakes are lower; money may be lost, but no one will die if I fail. 

But I have been lucky to have worked at companies where the patients have thrived and become world-record-beating athletes! – when you've seen those 'patients' struggling, on their knees at times, it's wonderful to be part of that transformation!

Despite my education and training, I've made mistakes earlier in my career; Once, I was involved in a mismanaged website rebrand.

Our leadership had not realised that changing the website would crash all our search and SEO traffic. 

Another time, I made some errors with our database and email campaigns that got our Marketing automation software shut down. I was forced into negotiations to get it back up and running (luckily, it only went down for two days).

No talent, intelligence or education will help you entirely avoid mistakes – only experience will. Fortunately, it's been many years since I made such professional blunders. Over time you build up the wisdom to make the right judgment calls.

Co-workers at Startups, like patients, can be rude, disrespectful, and dismissive of your experience and training at times. But when this happens to me now, I act like a doctor.

– Why is this or that person at that company so rude? Is it because they are bad people? No, of course not - In my experience, at least not in nine times out of ten cases. Often they are stressed out and not thinking straight. 

I'm human, and using my valuable skills to help when they are not appreciated sometimes feels bad. But I've become much more empathetic over the years. 

The VC-backed startup world can be tough. Your targets - from lead numbers to sales revenue - can vary from aggressively ambitious to almost impossible. So that even if you have growth rates that would be considered stellar in the regular business world, more is often needed!

Sometimes it feels like no amount of effort or results will satisfy your PE investors. But they risk their money, so fair enough!

I'm lucky to love my work, which helps me to stay calm and reasonable in most tough situations. I know how lucky I am to do what I enjoy  - many people don't have that luxury!

One part of the job I absolutely adore is working with data. I enjoy discussing data science and analytics with Dr 'Bob'; Our outlooks are rational, ethical and scientific.

If your business-to-business technology startup is struggling with its Sales and Marketing, why not take a look at some of my work and see what you think?