Why Problem-Solving is the Real Driver Behind Hiring a Fractional CMO

Over the years, I have 'acquired' a number of mentors. Bosses, colleagues, friends. I trust them, listen to them. I call them out of the blue when I have an idea that I want to sound out. Or when I’m struggling. They’re the people who I know will help. As I have moved to running my own business, they have been invaluable. My challenge at the moment is finding the ‘right’ clients who will appreciate my skill set and approach. So I gave one of my mentors a call.

“Chris,” they said, “why aren’t you talking about your key skill? When I hired you, it was because you were a bit different, you're curious and questioning. You’re not the person to come in and continue to run what was already there. You’re the person who sees things differently, changes things, finds better ways of working… you’re solving problems.”

It hit home because it’s true. I know it’s true, even if I skirt around it. I change things, find new ways of doing things. Some people don’t like that. But then, I don’t really want to work with those people. I want to work with businesses who have problems they need to solve and aren’t afraid to change things up.

Why Companies Hire Fractional CMOs

Companies don’t wake up one morning thinking, “We need a fractional CMO.” Most of them haven’t got a clue what a Fractional CMO is – but that’s a different story for another blog!

They wake up thinking, “We have a problem we need to solve.” In a lot of cases they don’t wake up like that because the problem is keeping them awake at night. Waking up with the thought would be a luxury

Maybe they’re a startup that knows their product inside out but can’t figure out how to turn it into a viable offering. Perhaps they’re scaling up and need to understand their audience better. Or they might be established but struggling with their brand messaging or market position. In a lot of cases, they just don’t feel they are getting the output they need and want someone to manage their existing marketing team better.

As a fractional CMO (yes, I’m reluctantly embracing that title), I’ve noticed that it always starts with a problem. It might be a short-term challenge like launching a new product or creating a social media presence. Or it could be an ongoing issue like marketing awareness, sales growth or an underperforming team. In my experience, solving that first problem often leads to a longer-term relationship – but it always starts with the problem.

What Does Problem-Solving Actually Look Like?

I remember joining Orion Expedition Cruises in Sydney. On my first day, the CEO (one of these mentors now!!) showed me a blank piece of paper. She said she’d hired me because I wasn’t afraid of it – wasn’t afraid to start putting down ideas and creating plans from scratch. I had always just accepted this is the way people work, but it’s not. Some people like to take a process and run with, improve it, refine it. They don’t like a blank piece of paper.

In that role, the global financial crisis hit and a luxury travel product, we were in trouble. My job evolved into two challenges: find enough sales to survive in the short term, while solving a longer-term problem related to audience and brand. We needed to come out stronger, with a better understanding of our audience and a set of brand values that would keep customers coming back.

Both of these challenges required a blank piece of paper. How were we going to change things to address the challenge in front of us. We would have to work hard, we always worked hard, but we would have to make changes. It was a puzzle, a challenge.

Realising I’m a Problem-Solver

Recently, I completed a psychological profile (Predictive Index) that labeled me a ‘Maverick’. It turns out I’m naturally wired to help companies through periods of growth and transformation rather than maintaining the status quo.

What does this actually mean? Where do I work best…

• Thinks strategically and challenges the status quo
• Communicates directly and rallies teams around new ideas
• Makes quick decisions while handling multiple projects
• Brings an entrepreneurial mindset to your challenges

But let’s be honest – I might not be the right fit if you’re looking for someone to maintain existing systems or follow a rigid process. And that’s okay – it bores me shitless!!

The Value of a Fractional Problem-Solver

This is where the fractional model really shows its worth. You get access to specialist knowledge and problem-solving capabilities without the commitment of a full-time hire. It’s not about time spent – it’s about value delivered and problems solved.

When I started doing this work five years ago, a key part of it was to be part of a team. I was looking to be an ongoing fixture within a business. Bringing my problem solving abilities into a culture that was looking to change and evolve and grow. A fractional CMO doesn’t just identify problems and make recommendations (that’s what old fashioned marketing consultants do). We become part of your team, helping to implement solutions and drive real change. We’re in it with you, becoming part of your culture and your journey.

Ready to Solve Some Problems?

If you’re facing marketing challenges in your business – I could start giving you a list of challenges here – understanding your audience, creating a compelling brand, driving sales growth – but really the problem could be anything and in some cases, the person with the problem, doesn’t actually realise what the problem it, the symptom may be very different from the cause. That’s why they need the expertise.

So if you have a problem and you’re open to new approaches, let’s talk. You don’t need to know what a fractional CMO is. You just need to have a problem that needs solving.

Want to explore whether a problem-solving fractional CMO might be right for your business? Let’s have a conversation about your challenges and see if there’s a fit

Contact me on chris@oneobjective.co.uk or 07551 089754