We have limited dollars to invest in launching our new product and business, which do I hire first a great sales guy or an ad agency?
First ask a different question. Ask if what you are selling is truly new or is it same as but different from the markets point of view.
When Porsche launched the Panamera (a 4 door Porsche) the market already knew what a 4 door car was. A 4 door Porsche is different for Porsche but not truly new.
Truly new is nanotechnology speakers in cloth which almost no one has ever heard of and is truly new to the market.
“Revenue Science™” tells us this question is not just different but critical to the investment for go-to-market.
Selling something truly new is going to compel a very small group of early adaptors, while the “same as but different” is sold into the mass market hopefully to a mass appeal but with the risk of being attacked by lots of competition.
Regardless of which you want to sell (truly new or same as but different) the answer is not as clear or simple as the question.
Same as but different needs more than a small amount of money to launch since it has lots of competition and a big market with lots of choices. Any small or midsized company needs to think long and hard about this kind of launch since it takes a lot of capital and expertise. If this is the type of product, then finding a distribution organization may be the cheapest and most leveraged go-to-market option.
If what needs to be sold is truly new the risk is hiring anyone. If it’s the “right” salesperson (one who can really sell to early adaptors) their job will be temporary. If the first investment is an agency there may be good market awareness (may or may not be the required early adaptors awareness) but this stage only requires a handful of the right early adaptors contracting and paying money to be considered a success.
The right answer is find a CRO or a firm with deep experience in successfully launching your type of product to get the first 180 days right, This will lead to the right long-term strategy and deployment plan instead of guessing.