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Many companies, especially small and midsize companies, need marketing support but don't know exactly what to get. Often, they will hire a marketing coordinator, thinking that person can come in and make a difference. The problem is that a person in a coordinator-level position most likely doesn't have the experience necessary to provide strategy and planning. Instead, that person becomes a glorified assistant doing reactive work.
A fractional CMO is an outsourced marketing executive that can perform all the functions of a chief marketing officer, including strategy, planning and implementation, without a company having to commit to a long-term, full-time salary. These professionals have in-depth marketing experience and can assess your organization, deliver a full marketing plan and budget, as well as help with the day-to-day implementation. If you have a team in place, a fractional CMO can provide direction and oversight for the work they are doing to make sure it fits the overall goals and plan objectives that have been put in place and agreed upon by the senior managers.
Here are a few things to consider when looking at fractional CMO candidates:
And when you decide hiring a fractional CMO is the right move for your organization, make sure you provide the resources and information needed for this person to be successful. Remember, your fractional CMO is coming into your organization as an expert in marketing but will need to learn your company and your resources. The more available you are, the more success you will see from the relationship. Bottom line: A fractional CMO is a great option for companies looking for a professional that can advise on strategy, budget and goals and objectives, all while helping with the implementation and details around accomplishing those goals.
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