The F.O.C.U.S. Approach to Starting a Role in Growth Marketing

Just started a new role as a Growth, Demand or Field Marketing Leader and not sure where to begin? Don’t worry - all you need is a little FOCUS to get on track! Here’s a simple framework I've come up with to help you navigate your first steps with confidence.

STEP 1: Frame

Clarify the objectives, responsibilities, and targets to ensure alignment in everything you do.

Start by getting crystal clear on the basics. Make sure you understand the objectives, responsibilities, and targets for the overall business, the marketing team, and most importantly, for you and your team. Who sets these goals, and how often? What’s the rationale behind them? Also, clarify the resources available to you. Know your budget and who can support your team—whether it’s copywriters, designers, contractors, or other departments. Your manager should be your go-to person to answer any lingering questions at this stage. Having clarity here will set the foundation for everything else.

STEP 2: Organise

Set up essential tools, workflows, and systems. Start managing your team's priorities and ensure resources are allocated effectively.

Next, it’s time to get organised! Set up your tools and systems, starting with your laptop and essential applications. A project management tool is critical for tracking your team’s goals and tasks. Whether it’s Asana, Monday, ToDoist, or a simple Google Sheet, make sure you’ve got a way to stay on top of deadlines and priorities. This will help you and your team hit the ground running. Once your systems are in place, map out your team’s goals and break them down into actionable steps with deadlines.

STEP 3: Connect

Partner with key stakeholders, team members, and cross-functional teams. Build strong relationships and align on priorities.

Now, it’s time to build relationships. Start by identifying your key stakeholders. The company HR system is a great place to find contact info for the “Big Bosses” and people you’ll be working closely with. Schedule short intro meetings to get to know your team, cross-functional partners (like Sales and Product), and leadership. In these conversations, learn about their priorities and share your own. Ask how you can help them achieve their goals and make sure they understand how your team can contribute. This is also a good time to align on expectations and set up recurring meetings to stay in sync going forward.

STEP 4: Understand

Absorb information about the product, market, and customer base. Continuously learn and stay updated on internal processes and tools.

Here’s where you get to be a sponge! Ask questions, absorb as much information as you can, and dive deep into understanding your company’s product, customers, value proposition, and market. What’s your target audience? What makes your offering stand out? Take full advantage of any onboarding programs and complete all training. Also, familiarise yourself with the tools and software your team uses to ensure you’re fully up to speed. The more you know, the more effective you’ll be.

STEP 5: Survey

Audit the existing go-to-market strategy and marketing performance, identifying opportunities for quick wins and improvements.

Now it’s time to take action! Begin by auditing the current go-to-market strategy and demand waterfall. What’s working? What isn’t? Get a clear picture of the marketing performance - conversion rates, key channels, and any gaps. If it’s a new business, focus on identifying the best go-to-market approach that aligns with the company’s unique needs. Look for quick wins and opportunities for immediate improvements. This step will help you start driving growth quickly and strategically.

And that’s it! I hope that with this F.O.C.U.S framework, you’re ready to hit the ground running.

Good luck, and if you need help with step 5, feel free to reach out - I’d be happy to help!