Initially, the main focus of the marketing function was to facilitate the inside sales team by generating leads. The CEO oversaw this function directly, and interns were responsible for executing the final stages of the process. However, upon our involvement, we realized that the marketing needs were more extensive than just lead generation. A comprehensive strategy and a dedicated team were necessary to achieve the business goals. 

Once we had an in-principle buy-in with the founders, we started engaging more meaningful and in-depth engagement with various stakeholders, including internal teams, customers, and channel partners. These conversations led us to identify two critical areas for development.

• Establishing a trust-worthy brand - Despite high demand and supply, the industry struggled with a lack of trust. We understood that trust-building was more than just branding but also required transparency, providing an excellent customer experience, and clear communication channels. Consequently, we focused on creating strategies that fostered trust across all customer touchpoints, including consistent messaging and creating a unique brand image.

• Data tracking - We acknowledged the importance of data in making informed marketing decisions. With a one-year customer cycle, it was crucial to track data at every level to obtain insights into customer behaviour, preferences, and trends. This data not only assisted us in building trust but also enabled us to improve other marketing efforts and enhance the overall customer experience.
   

Overall, our approach aimed to develop trust, leverage data, and establish a robust brand image to drive the company's growth towards achieving the 10X growth target.