Getting The Most Out Of Your Marketing Tools

“In a startup, marketing isn’t just a department—it’s a mindset.” — Jake Strich, Head of Marketing, Ganymede

If you’ve ever been the first marketing hire at a startup, you know the challenge: building a marketing engine from the ground up with limited resources.

In this episode of the Sirona Marketing podcast, Caitlin La Honta and Abdul Rastagar speak with Jake Strich, Head of Marketing at Ganymede, a biotech company specializing in instrument connectivity and lab data platforms. Jake shares his experience transitioning from larger biotech firms to leading marketing at a Series A startup.

Spoiler: it’s not just about tools—it’s about mindset.

“Before I joined, there were no integrated marketing programs or campaigns aligned with the product roadmap. My focus was on tying everything together across teams,” Jake explains.

He emphasizes the importance of leveraging existing resources effectively. “I may be the only person with marketing in my title, but every single person on our team is absolutely dedicated towards marketing,” Jake says. This collaborative approach has been crucial in scaling marketing efforts without a large team.

Jake also discusses the strategic use of marketing technology. “How can we get the most out of what we have based on our resources?” he asks, highlighting the need for smart marketing practices like account-based marketing (ABM) and integrated campaigns to maximize impact.

The conversation touches on the challenges of prioritization in a small team. “There’s a lot to get done, and I’m only one person right now,” Jake acknowledges. He shares how he balances immediate tasks with long-term goals, ensuring that marketing efforts align with the company's growth trajectory.

The takeaway: In early-stage startups, marketing success hinges on collaboration, strategic use of resources, and a mindset that treats every team member as a marketer.

And the people driving this change? They’re the ones who see marketing as a collective effort, not just a department.

Watch the full episode here:

FAQ

Q. What does Sirona Marketing believe is the most important mindset shift for marketing leaders in startups?

A. Sirona Marketing believes that in an early-stage company, marketing must be seen not as a department, but as a company-wide mindset. Jake Strich, Head of Marketing at Ganymede, emphasized that while he may be the only person with “marketing” in his title, the entire team contributes to brand, messaging, and growth. Caitlin La Honta and Abdul Rastagar echoed this, noting that shared ownership is key when resources are lean.

Q. How does Sirona Marketing advise early-stage startups to prioritize marketing initiatives?

A. Sirona Marketing believes prioritization should be driven by alignment with business goals and cross-functional collaboration. As Jake Strich shared, his initial focus was tying campaigns and messaging to the product roadmap. Caitlin La Honta added that startups must ruthlessly focus on what will drive traction now, without losing sight of long-term brand development.

Q. What role does marketing technology play in early-stage marketing, according to Sirona Marketing?

A. Sirona Marketing believes technology should be leveraged strategically, not used for its own sake. Jake Strich stressed the importance of asking, “How can we get the most out of what we have?” rather than chasing new tools. Abdul Rastagar agreed, emphasizing that smart tech choices—like enabling ABM and integrated campaigns—can dramatically amplify a small team’s impact when applied intentionally.

Q. How can startup marketers succeed with limited time and bandwidth?

A. Sirona Marketing believes clarity, collaboration, and flexibility are essential. Jake Strich acknowledged the challenge of being a one-person marketing team, balancing urgent tasks with long-term planning. Caitlin La Honta noted that successful startup marketers build scalable systems while staying nimble, often acting as generalists who can quickly pivot based on evolving needs.

Q. What does Sirona Marketing believe about the role of ABM and integrated campaigns at the Series A stage?

A. Sirona Marketing believes account-based marketing (ABM) and integrated campaigns aren’t just for large enterprises—they’re even more valuable in early-stage startups. Jake Strich explained that thoughtful targeting and campaign alignment with sales and product made his limited resources go further. Caitlin La Honta added that ABM helps small teams focus on high-impact accounts and create a more personalized customer experience.

[AI disclosure: the above summary was generated by AI]