What's a fractional CMO?

It’s no secret that many companies struggled and even failed during the pandemic. Many laid off employees or cut back in areas they perceived as non-essential, like marketing. Executive marketing roles were cut leaving tactical marketing staff (e.g. writers, graphic designers, webmasters) without leadership or strategic direction.

Now more than ever, you need to compete at the highest level. Many companies fell by the wayside and what’s now left is the cream of the crop – the smart businesspeople who either survived or thrived over the past several years.

? A fractional CMO is a marketing leader who works on a part-time or project basis with a small- to medium-sized business that don’t have or aren’t ready for a full-time marketing executive. A fractional CMO provides the same high-level strategic marketing leadership as a full-time marketing executive, but for a fraction of the cost.?

“What kind of business can use a fractional CMO?”

No matter what your business or company size, retaining a fractional CMO gives you the benefits of having an experienced marketer working for your business without the salary, overhead, benefits, and commitment of hiring a full-time marketing executive.?

Fractional CMOs are perfect for businesses poised for or experiencing rapid growth, or struggling businesses that need an expert marketing leader to develop and implement a full-blown marketing plan.?

First, think about what you want and need.

• Even if you’re already working with a graphic designer, freelance writer, or web developer, you still need someone who can see the big picture and use all the marketing tools at your disposal, not just the ones they’re most comfortable with.
• If you’re torn between hiring a freelancers or agency versus hiring a full time chief marketing officer, a fractional CMO may be the perfect short- or long-term solution.
• If you’re working with an agency, you still need someone on your side with your bests interests at heart. A fractional CMO will be committed to seeing your business succeed.
• You need someone who will take ownership of your marketing efforts without getting sidetracked by office politics or other distractions. All of their time and energy will be focused on your business.
• You don’t want a “yes person.” Often, salaried employees will play it safe and indulge leadership’s whims, whether they make sense or not. An independent CMO will provide honest feedback, instructions, guidance, and training.

You should plan to commit at least 9 to12 months to working with a fractional CMO — even longer if you have problems that need to be addressed whether it’s processes, people, or (lack of) planning. Maybe your marketing budget needs to be audited. Or you need to rethink how you utilize coop/market development/business development funds.

Perhaps you need to build an company website or e-commerce site, or switch to a new service provider. Those are all massive undertakings that requires a dedicated project manager. And they’re perfect for a fractional CMO.

“How do I find a Fractional CMO?”

? Good marketers are everywhere. The trick is finding one who is experienced, available, and qualified. Following are some tips for finding a fractional CMO:

• Ask associates and friends for referrals, especially other marketers.
• Post ads on websites like LinkedIn and Indeed.
• Look for marketers who are actively writing or posting on LinkedIn.
• Retain a recruiter or hiring/staffing firm.
• Look on sites like Upwork, Fiverr, or Freelancer.com.
• Use a keyword search for “fractional CMO” or “fractional marketing director.”

Keep in mind that although every business is unique, a good marketer can apply their skills to any situation. It’s nice, but not essential, to hire someone with experience in your specific industry.

Marketing people tend to be quick learners who can translate their skills almost effortlessly to any business or organization. In fact, most of them thrive on learning new subject matter, meeting new people, and addressing new challenges. They are problem-solvers by nature and love diversity.?

Interested? Let’s talk.

Do you have marketing project you’ve been putting off? Maybe you’ve been wanting to update your website but no one has the time. ?Or perhaps you have a BHAG (Big Hairy Audacious Goal), like an E-commerce “transition” that’s so overwhelming you’re not sure where to start?

Email me at [email protected] and let’s schedule a no-charge, no-obligation, no-pressure chit chat about your business. If I can’t help you, I’ll help you find someone who can.

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