What Can Fractional CMO Do For You
When you know you need experienced marketing leadership, but you’re not quite ready or need a dedicated full-time in-house resource yet, a fractional CMO is a viable route to consider and a smart way to get things done.
Marketing involves making decisions regarding hundreds, and sometimes thousands of variables. You have to consider branding, pricing, distribution, customer needs, product quality, reputation, competition, promotion, and many more. Then, you have to select the most suitable strategies that range from traditional media to digital marketing. And then, you have to pick the best ways to implement them… content, press releases, email marketing, SEO, SEM, PPC... you know the drill.
A fractional Chief Marketing Officer (CMO) is a cost-effective means of having expert marketing leadership on your team without the full-time overhead costs associated with hiring a top-level executive. A fractional CMO becomes a part-time executive addition to your staff, bringing real-world experience and perspective to crystalize strategy and manage implementation.
Our services cover the gamut of marketing activities that otherwise would have been handled by your in-house Chief Marketing Officer or Marketing Director.
- Assessments of marketing needs
- Formulating strategies and plans
- Establishing performance metrics, tracking them, and reporting ROI
- Selecting vendors for specialized tasks
- Implementing, managing, and coordinating marketing initiatives and efforts
Assessment of Marketing Needs
A marketing needs assessment is a process by which we explore what marketing activities are required in order to meet goals and achieve your vision. In addition, we assess the effectiveness of what has been done marketing-wise to date. If needed, we incorporate marketing research to help with the assessment.
Since Fractional CMO owns a full-service marketing research subsidiary called Insight Marketing Research, we are able to provide you with information regarding customers, brand perception, the competitive environment, and the opportunities and threats in the market; at a very affordable cost, if such data is needed. To learn more about the services of Insight Marketing Research click here.
Formulating Strategies and Plans
To meet goals, we develop strategies and plans to execute them. Fractional CMO formulates all types of strategies and plans, from multi-faceted and all-inclusive annual marketing plans to specific tactics such as establishing an email marketing campaign or holding an event.
We devise detailed plans that specify the steps and resources required, including budgets. Examples of strategies and plans we often develop include:
- Annual Marketing Plan
- Market Expansion
- Product Diversification
- Market Segmentation
- Differentiation and Positioning
- Branding Strategies
- Marketing Budgets
- Channel Design and Development
- Public Relations
- Digital Marketing
- Email Marketing
- Social Media
- Snail-Mail/Direct Mail
Establishing Performance Metrics, Tracking Them, and Reporting ROI
“Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”
Dr. H. James Harrington
Before implementation starts, the means to measure performance have to be put in place. We establish meaningful marketing metrics that accurately evaluate the performance and gauge results without overwhelming the implementation of the plans.
Fractional CMO makes sure not to measure just activities, but rather meaningful results. For example, it is very common to measure ‘opens’ and ‘clicks’ of email campaigns, but measuring ‘conversions’ is even more critical.
Selecting Vendors for Specialized Tasks
When we need to augment your in-house resources, or when it is necessary to engage highly-specialized professionals to complete specific tasks, we will tap our vast network of highly-qualified marketing experts. We will search, price, and select the right vendors; and then manage the work these specialists do and coordinate the work being performed by the entire team.
Implementing, Managing, and Coordinating Marketing Initiatives and Efforts
AOur hands-on experience managing marketing activities and marketing personnel for businesses differentiates us from consultants and agencies. When you hire a fractional CMO, you are getting a seasoned executive who actually does the marketing work, manages the progress, and coordinates all the resources applied.