How Well Can an Outsourced CMO REALLY Know Your Business?

Having a full-time Chief Marketing Officer in house brings a certain sense of comfort. Surely this person who is fully embedded on site with your team will have the best ability to really dig deep and get the inner workings of your company.?

But can you achieve the same level of connection and knowledge working with an outsourced or fractional CMO?

I believe you can...and that you should strive to do EXACTLY that. Here’s why and how.

Let Your Outsourced CMO REALLY Deep Dive Your Numbers

A good fractional CMO wants to know as much about your business as possible, whether they are on-site or remote. This includes practical information like:

• Your overall business structure
• How your profit and loss statement is looking
• All the ways you bring in and grow revenue (not just from new customers)
• Your profit margins and what’s most profitable
• How you define success (e.g., revenue growth vs. profitability)
• How you will scale operationally if marketing/sales bring in more business
• How sales compensation works to align with business goals (what is being incentivized)?
• Your full business growth strategy (not just your marketing & sales strategy)

It also includes understanding your company culture, how your team works together, the goals of the business beyond revenue, and the objectives of each executive.

Invite Your Outsourced CMO Deeper into Your Strategy

Too often, outsourced CMOs are not included in critical business conversations. Usually, this is unintentional. Businesses are accustomed to outsourcing marketing "activities" to agencies. But an agency does NOT have responsibility for building and executing marketing strategy…a fractional CMO does. So, whenever you are talking about how to grow your business and make it stronger, your marketing executive should be included.?

Here’s a look at some of the ways our outsourced CMOs at The Marketing Blender help drive value for the companies we serve.

Critical Conversations That Should Include Your Outsourced CMO

Here are a few examples of the types of conversations to plug your fractional CMO into this year:

Talent Acquisition?

Talent/employer branding ARE marketing responsibilities since they deal with communication and how your organization is perceived.

EOS? Quarterly Meetings?

You can actually include your CMO in any of your other strategy meetings where you are talking about solving problems with business growth and organizational health.

Mergers & Acquisitions?

These decisions have a profound impact on branding and market opportunity as well as communication.

Exit Planning?

Branding has a strong influence on business valuation, and your fractional CMO can find ways to improve your multiplier.)

New Product Design & Development?

You want to build what your market wants. Who better to help you gather that intelligence than your marketing leader?

Board and Investor Meetings?

Marketing is about communication, and your key stakeholders need to FULLY understand what you are trying to get across.

Want to Know More about what an Outsourced or Fractional CMO Actually Does?

Many B2B business leaders still see Marketing as something on the periphery of the “core” of the company. But a skilled fractional CMO brings value across many areas of business strategy.

Dacia Coffey and I talk about this in our recent episode of The Marketing Blender Show. Watch and subscribe!

Inspired to get started with an outsourced CMO who will be a TRUE part of your team?

Book a time to talk with me.