Marketing remains one of the most persistent — and expensive — blind spots in early-stage startups. From fragmented strategies and misallocated budgets to lack of in-house expertise and unreliable metrics, the pitfalls are consistent. At Solid Water, in partnership with NOTWICS, we surveyed 183 VCs to understand where startup marketing goes wrong. The takeaway is clear: when marketing is treated as a cost center instead of a growth driver, startups stall. To de-risk investments and unlock real scale, growth marketing needs to be embedded from the earliest stages — even during due diligence. In this series, we unpack the marketing challenges that undermine returns — and offer strategic solutions to help VCs turn one of their greatest risks into a powerful lever for success.

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