When everyone in your team is good at everything, nobody is good at anything. Why you're missing out on business potential by focusing on generalists
When a company starts, their focus generally lies on attracting new customers. Their marketing efforts are therefore almost 100% focused on customer acquistion. It is at this moment that the value of a real marketing generalist shines through, and they get praised (yes, you should praise your marketing team from time to time, we like that) for being able to create an overall story and strategy which makes sense and brings in new business. However, where this approach makes complete sense in the beginning, chances are that once your company has reached a certain level of maturity, there is less and less value to be won with new customers. Instead, more efforts need to shift towards the existing customer base, and so should your marketing team's competencies.