The digital marketing playbook involves the aspects any firm wishes to incorporate in its digital strategy. However, the playbook differs from one firm to another depending on the stage of growth it finds itself in. For an ‘early stage company’, the focus is on earned media which are not paid but where one can gain exposure and cognizance through press releases, SEO, content marketing etc. The separation between marketing and sales at this stage is miniscule and free trial packages are usually fruitful. At ‘high growth companies’, there is a recognized product fit. At this phase international growth is common. Deeper technical skills will now be needed in lieu of more all-round skills at earlier stage. The ‘market leader’ on the other hand, will involve frequent sales development reports. Brand and demand fuel each other. The HR plays a very crucial role at this stage.