How to Use Marketing + Operations to Fundraise Faster

Marketing + operations: the dynamic duo that every company, from startup to Fortune 500, needs to grow and thrive. When these two functions are in sync, the results are transformative, especially when it comes to fundraising. Let’s explore how to leverage this powerful duo to achieve your capital-raising goals.

Marketing Is Your Fundraising BFF

Marketing plays a pivotal role in attracting potential investors to your startup. It tells your unique story, showcases your value proposition, and builds a brand that resonates. When investors see a strong, compelling brand that they align with, they’re more likely to want to become part of your journey.

False Starts, Delays, Mistakes, Oh My…

While your best friend is marketing, marketing’s bestie is operations. As the saying goes, “Creativity thrives within boundaries.” 

Susie Trujillo said during our latest Growth Roundtable Discussion, “In marketing, where there's a lot of creativity happening… when you don't have certain parameters and guardrails to extract that magic, ideas become just that. Unless you know how to bring them to life.”

Robust operational support is necessary to bring creative ideas to fruition. Alignment is also necessary to avoid chaos and frustration from missed opportunities. Marketing can generate all the buzz in the world, but if your operational processes can’t keep pace, you’ll experience false starts, delays, and inevitable mistakes, leaving investors dissatisfied and hesitant.

As I said during the same Roundtable Discussion, “When I think about marketing in its best form, it builds momentum. And you cannot build momentum if you're stuck in approval cycles, if you are always having these false start moments. It's just not possible.”

Fundraising = Sales 

Fundraising is just sales in a different outfit, so sales operations that are already in place can be used to raise capital. No need to reinvent the wheel here!

As Susie said, “Fundraising is sales. So you can pull on some really great foundational routines of how you'd run a good sales process. Get out of the spreadsheet. Have a CRM. These tools are built for a reason -  to give you the insights and the data and the reporting that you need so you can be really targeted.”

Think of your fundraising strategy as a sales strategy, not a separate means to secure cash. It’s about storytelling and demonstrating to investors that their money will be well spent. Treat your investors like customers and manage those conversations with the same attention and care you would for a potential client.

Tip: Utilize CRM tools to keep track of your investor interactions, especially if you share outreach responsibilities with other people or departments. The ability to track who interacted with each contact and when will save you headaches later on and make the experience better for potential investors.

Data + Due Diligence

When investors inevitably request a mountain of documents to demonstrate your standing, you don’t want to be caught scrambling at the last minute. Fine tuning your operations to prepare essential materials - such as cap tables, legal documents, and financial statements - in advance will save you time and help you avoid rushed errors. This will help you to capitalize on the investment leads generated through marketing and outreach.

As Susie reminds us, “Good operations are going to have an easier fundraise. It's going to make a solid data room. It's going to help you track who you need to talk to. There are so many ways to optimize operations to help you do whatever you're doing better, faster, cheaper.”

Similarly, tracking key metrics, like customer acquisition costs, churn rates, and financial runway, is crucial for informing investors. Consider creating operational dashboards that investors can access, showcasing transparency and organization. At the end of the day, investors are only interested in funding companies they believe in, so you’re in the business of selling trust. 

Your Secret Weapon for Fundraising Success

In the competitive world of fundraising, the synergy between operations and marketing is your competitive edge. By establishing a strong operational foundation early on, you set the stage for smoother capital raises, avoiding the common pitfalls of disorganization and inefficiency. A well-oiled operations team empowers your marketing efforts to shine, ensuring that the momentum you generate with investors is backed by seamless execution. When marketing and operations work hand in hand, you create a streamlined, powerful force that drives fundraising success.

Ready to Roll?

If you’re looking to streamline your operations and enhance your fundraising efforts, let’s connect! Reach out to us at Polaris Growth Studio or get in touch with Susie Trujillo. Together, we can help your startup navigate the fundraising landscape like a pro.