This is my pain at the moment. My co-founder is new to startup but seems to think that because I can code, I should just focus on that. I've been working in startups for >10 years now, have run Startup Weekends, and have a bloody MBA. Trying to coach him on what should be happening with the marketing funnel is proving impossible.
If I was contracting I would be counting the money while watching them mess it up with a wry grin on my face.