Many growing companies find themselves needing marketing momentum to bring their businesses to the next level. The problem, however, is that they often lack the in-house talent (or time) to get the job done. Executive level outsourcing with an interim CMO has become a popular way to bridge this gap. Here are three major ways an outsourced CMO can fulfill and transform your growing company.
Many startups and growing businesses have a lot of talented marketing and branding people working for them, but no senior person to move them all in the same direction, in a coordinated way.
Engaging a fractional chief marketing officer as a “general contractor” gives you a quarterback whose focus is on making sure everyone is on the same page, doing their jobs in a synchronized way.
Hot Tip: Look for someone who has general management and leadership skills, as well as marketing know-how.
Bringing in an outsourced CMO provides your business with a fresh pair of eyes for your branding and marketing strategy. The person you are likely to hire has probably worked with other companies. As a result, he or she can bring a depth of knowledge about a wide variety of marketing and branding issues. Since they are not steeped in the day-to-day chaos of a growing business, an interim CMO can be invaluable in creating a branding and marketing strategy that breathes new life into your company.
Hot Tip: Look for someone who has experience researching and creating strategic plans – marketing and otherwise.
Many fractional CMOs bring with them a deep bench of resources and the capacity to implement a variety of branding and marketing activities. As your company grows, you will undoubtedly have marketing projects that would move your company forward, but not the staff to provide it.
Finding the talent to make these activities happen, takes time. A well-connected outsourced CMO can be the perfect solution.
Hot Tip: Look for someone who has a strong team of proven service providers they have worked with for years.
Everyone in a growing company, regardless of which job they do, often has an opinion about what marketing and branding actions should be taken. If you find that your marketing meetings devolve into an opinion fest of best branding strategies, an interim CMO – who enters the situation with no history, no political alliances, and hence nothing to prove – can become the voice of sanity.
Hot Tip: Look for someone who has strong facilitation skills.
If any of the above situations resonate with you, the fractional consulting model and specifically an interim CMO might be the solution you have been looking for.
Karen Tiber Leland is the founder of Sterling Marketing Group, a branding & marketing strategy firm helping individuals and companies build stronger brands. She is the best-selling author of The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand. For more information, please contact [email protected].