Here’s the #1 mistake I see early-stage climate tech startups make (that will also destroy their marketing efforts) . . .
✖ They create a COMPLETELY toxic work culture. 😷
Because most climate tech startups expect their first marketing hires to live and breathe for the company (like the founding team does).
Sometimes they’re bold enough to say this upfront — like in this job description for a Head of Marketing:
“If your looking to get out of a boring corporate role & join a young, fast-pace start up, with huge growth potential, this is perfect for you. Anyone willing to put in 110% effort, get creative with limited resources, & has marketing experience will excel in this role. If your looking for a typical 9-5 job with benefits & a simple work day, don’t waste your time applying. You will not be a fit.”
This immediately raises 3 red flags about the company’s work culture:
1️⃣ They expect workaholism. It’s plain and simple. In some ways, they even idealize it and make prospective employees feel less than if they can’t get on board with that.
2️⃣ They’re antagonistic towards parents of young children and other caretakers who not only WANT but also RELY ON a predictable schedule in order to balance the responsibilities they have to their family.
3️⃣ They treat their employees like dirt. Why else would they expect them to give 110% effort but turn around and refuse to repay them with work-life balance, basic benefits, or a decent salary?
(If you’re wondering, the salary was listed as “up to $80K,” which is 61% lower than the national average for that role.)
While I understand that climate tech startups have to grow quickly on a tight budget and, therefore, often operate with razor focus on profitability, I argue this:
A toxic work culture is not only bad for their people, but also for their bottom line. 😥 💰 Because about half of startup employees are leaving these toxic work cultures within 3 years.
(In my experience, I’m seeing first marketers leave just 1-2 years in.)
That means that every 3 years, early-stage startups are having to invest company time and resources into re-hiring 50% of their workforce, including their marketers.
😩 🔥 And that’s during a time when they really DON’T need a revolving door of early hires who are burnt out.
What they need are experienced, dedicated, unified leaders building a strong business foundation (including sales and marketing together) more than ever.
Curious to hear… What are your top tips for early-stage climate tech startups to build a strong marketing foundation when they’re still on a tight budget?
P.S. My favorite recommendation is to start with a contracted consultant or fractional CMO on a project basis (with agency or freelance support where needed), set clear shared sales and marketing goals, and then go full on with just a few priority projects that support those goals.