TRANSFORMATION OF MARKETING STRATEGIES FOR A TECHNOLOGICAL ENTERPRISE AT THE STAGES OF THE SCALING LIFE CYCLE

Abstract

The aim of the article is to substantiate the theoretical foundations and identify directions for transforming marketing strategies for technological enterprises as they move from searching for a viable business model to the scaling stage. The article analyzes scientific publications on the life cycles of innovative enterprises to distinguish their development stages. Comparative analysis is used to identify gaps in marketing support at different stages, and matrix modeling is applied to build a framework for adapting marketing tools. Maintaining a startup mentality and relying on guerrilla communication channels during the rapid growth stage often leads to stagnation and increases CAC (Customer Acquisition Cost). Three transitional stages are distinguished: Product-Market Fit, Go-to-Market, and Growth / Scaling. The Strategic Fit Matrix is proposed to reflect the evolution of the 4P complex: the product moves from MVP to a standardized ecosystem with integration capabilities; pricing shifts from dumping and freemium to a value-based approach. Distribution and promotion require a transition from manual work to automation, performance marketing, and systematic brand management. The matrix can be used by IT company management to audit the marketing function, review communication channels, and optimize the LTV / CAC ratio. Prospects for further research include empirical validation of the matrix using data from domestic IT enterprises and the development of KPIs for the transitional stages. In conclusion, the ability of a technological enterprise to scale depends on how well the marketing mix aligns with the current stage of the life cycle. Delaying the restructuring of marketing creates a barrier to further growth, while transitioning to systematic, data-driven marketing is a condition for maintaining competitive positions.