Publications
Publications
- July 2016 (Revised October 2016)
- HBS Case Collection
Entrepreneurial Sales and Marketing Vignettes
By: Mark Roberge and Frank Cespedes
Abstract
Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Early stage founders, sales leaders, and marketing executives often face one, and sometimes all, of the above scenarios as they grow their ventures. This case presents three short vignettes, with three fictitious organizations, to facilitate a discussion around these important decisions.
Keywords
Entrepreneurial Marketing; Entrepreneurial Sales; Business Startups; Talent; Talent Management; Growth Management; Marketing Communications; Social Marketing; Salesforce Management; Pricing; Sales; Marketing
Citation
Roberge, Mark, and Frank Cespedes. "Entrepreneurial Sales and Marketing Vignettes." Harvard Business School Case 817-010, July 2016. (Revised October 2016.)