The best part about being a generalist is that you can do what the most important thing is, instead of being frustrated that the person responsible isn't doing it. What I used to do was map out bottlenecks for my business. For example, I'd be able to see that if we had $X more cash, we could push profit margins up, and by doing Y, we could get that much cash. Or that the back end supports up to 100k users, so I can ignore that for a while and maybe even hire someone to do it later.
Customer support often takes highest priority, because it's an effective form of marketing too. But the rest is either getting more customers or building a better solution. Just do whatever gets you 5% more sales next week. Sometimes that might even mean laying off the code for months and just doing sales. Sometimes that means no marketing until you have something worth selling.