Small to medium companies need experienced strategic leadership as much as large companies.

Small and medium-sized businesses need strategic leadership, planning and organizational experience to maintain growth - but may not be able to afford C-suite executives. ?Their potential customers - Industry and non-profit organizations; all of whom carry experienced C-suite execs; should be matched with similar levels of expertise -?

To address this, many organizations are using Fractional C-Suite executives to scale up capabilities. Drivers include:

- The need to capitalize on or sustain rapid growth

- Organisational plateauing at $5M, $10M, $50M, 100M, or even $1Bn because the business...

- Encounters financial and operational challenges, or need to ensure success with a major strategic initiative

Different Fractional CxO’s are utilized to address these needs, and this approach typically offers a more cost-effective way of bringing in relevant expertise that companies might not be able to afford or access through a full-time employee.

What are the potential benefits of hiring a Fractional CMO?

Many businesses may have built their success by leveraging their reputation and network, but now need to expand beyond their known, and well-mapped sales channels. ?They now need to develop a strategic marketing plan to expand reach and manage the customer journey from awareness through sales engagement and conversion - Then taking it further, converting newly-won customers to advocates.

So what should you expect from a Fractional CMO in terms of outcome? Here’s an example of a public mid-sized technology company who were achieving just over $100m of annual revenue. Their CEO realized marketing was not helping drive the level of awareness and engagement needed and other international competitors were out-marketing them.?

The Results:?

- $100m in 2019 to $200m+ in 2022 annual revenue grew?

- 30% reduction in marketing systems costs

- 60% reduction in cost-per-page collateral development

- 300% increase in visibility and engagement in the first 12 months including marketing support for expansion in four new countries?

- 90% Increase in overall product and services coverage for collateral, case studies and white-papers

The Fractional CMO Actions

- Evolved the existing marketing organization of 6 (one new hire)?

- Provided a clear organizational direction, purpose, strategy, vision?

- An annual plan to budget, with clear objectives and goals

Agencies were used selectively:?

- Day-to-day support e.g. collateral production, social content and PR?

- Strategic or project purposes, digital marketing systems, brand, web and overall creative

In addition, relationships were re-established with key industry analysts ensuring equal or better ‘billing’ with their competitors and in many cases differentiated positioning to continue their success. Other responsibilities included being a spokesperson with investors and the market for the company and participating at the Board level.

We will leave the last word to the CEO of the company - “We have achieved amazing things during and following the pandemic and you (fractional CMO) have been a pivotal part of that achievement.”