We were at one point 6th on CMC with a $17 bn market cap (https://coinmarketcap.com/historical/20180107) , that brought with it a lot exposure and awareness. In hindsight, it would have been ideal to use our war chest (which at the time was worth billions) on marketing and building up the awareness at the time.
In 2018 many new projects who raised a lot of funding during 2017 ICOs, wisely spent a large proportion of their funds on marketing and community initiatives and are now still in the top ranks on CMC.
The more of these new projects going upwards, the further we went down in the CMC ranks.