The proficiency level of the operator is critical, and why I think this article is very valid. The small startup being discussed certainly found they do not hav

The proficiency level of the operator is critical, and why I think this article is very valid. The small startup being discussed certainly found they do not have the skills to make their marketing efforts even cover costs. Bringing in someone with the necessary skills means having to fund their wages in addition, which in the case of a small business or startup can be a huge cut of revenue. Hiring someone skilled or knowledgeable enough could well tank your business, as you could well need to doubling or tripling your marketing budget. This is completely different to a situation where the affordable marketing budget is seven figures and the responsible thing to do is to bring in someone knowledgeable to manage that spend. And it is is always a gamble, since you can't know if the marketing has worked until after the money has been spent.