"We need a marketing leader."
Engage an executive marketer on a part-time and flexible basis who will lead, manage, and drive accountability.
Growing businesses need executive marketing leadership to help them make marketing a strategic partner in building revenue results. But not all businesses need a full-time, permanent executive role.
A Fractional CMO provides the leadership your business needs, on a part-time, flexible basis. We will help you move forward with confidence and overcome “random acts of marketing” to achieve revenue results.
Our unique approach combines Marketers + Methodology + Mindshare to build strong, strategic, sales-aligned marketing teams and programs. Our CMOs also help client teams engage the right external partners for marketing activation through our vetted Ally Network of providers.
Is Fractional CMO right for you?
When business leaders contact Authentic Brand, they are often trying to decide between making a full-time hire or bringing on a Fractional CMO on a contract basis. They also want to know the differences between independent consultants, agencies, Interim CMOs and Fractional CMOs. Finally, they want to understand the value of a Fractional CMO compared to other options.
The video below explains more about the role of an Authentic Brand Fractional CMO and how we help our clients build strong, sales-aligned, sustainable marketing teams and programs.
Finding the right marketing leadership solution for your business
There are a lot of ways for your businesses to access marketing talent. You could hire a full-time leader. You could contract with an independent consultant. You could engage a recruiter or staff augmentation firm, or hire an Interim CMO to fill the role during a period of transition. Or you could work with a partner that specializes in Fractional CMO services – like Authentic Brand.
No matter which path you choose, it’s important to understand the differences so you can determine which path aligns best to your goals.
At Authentic Brand, we help our clients build strong marketing teams and programs through our unique model which is powered by three key elements: Marketers + Methodology + Mindshare. The video below explains more:
We’ve worked with many clients – across industries and markets – to achieve growth and revenue results. Below is one of our client’s stories. See more stories, and a wide variety of logos and testimonials here.
Regardless of how, exactly, remote work shakes out, it’s clear that marketing teams must be able to collaborate remotely with confidence. This requires strategic marketing leaders that are well-equipped and experienced at helping businesses build effective remote teams and work cultures — and leading them from afar.
What is the difference between an Interim CMO and a Fractional CMO? Understand these two unique models for contract, outsourced marketing leadership, and discover which approach makes the most sense for your business.
At Authentic Brand, we work primarily with small to midsize growing businesses that have started to invest in marketing activities but aren’t sure whether those activities are the best ones to support business growth. One of the most common questions we get from clients is, “How much should I spend on marketing?” It seems like a simple question, but unfortunately, the answer isn’t. The not-so-satisfying answer we often give to questions about marketing budget allocation is, “It depends.”
If you haven’t read parts one and two of our random acts of marketing series, we encourage you to start there! Random acts of marketing are common, particularly for sales-driven organizations facing stalled growth. Executives at these businesses might know they need marketing, but they’re unsure how best to structure or measure its effectiveness. Not knowing how best to proceed, they often test out one tactic, channel, or message after another, hoping at least one of them works.
Tired of spraying your marketing budget across numerous tactics, channels, and audiences and hoping at least one of them will work? You’re not alone. We call this spray-and-pray approach “random acts of marketing.”
It’s a story we hear all of the time: A business grew rapidly in its first years by focusing on sales and pursuing whichever opportunities came its way. Eventually, growth leveled off. The company needed to do something to jumpstart its sales and fuel its next-level growth. Executives recognized it was time to invest in marketing.
There’s a delicate balance between progress and perfection in marketing. When businesses strive for perfection, decision-by-consensus slows or stalls efforts. Innovative products, campaigns, and services never make it to market or a competitor launches their offering first, diluting your offering and investments. On the flip side, there’s a risk of moving too quickly and promising something that the business can’t deliver on or launching something that doesn’t meet customers’ needs.
We’re halfway through 2020, one of the most multi-faceted years in our lifetimes. As businesses look to the second half of the year, they’re scrambling to adapt their go-to-market approach to navigate the disruptive economic environment. They’re asking tough questions about their relevance in this new market and whether their product or service needs to change. They’re looking for new opportunities to grow.
The lesson that businesses will learn this year is one that has always been true. Focus is critical for sustained growth.
We are quickly approaching mid-year, and business leaders everywhere are thinking about how they move forward in an undefined new world. Whether a business has been booming, shuttered, or stalled, the second half of 2020 is going to be monumental in separating companies that will thrive from those that will merely survive.
The rapidly-evolving nature of a crisis requires marketing and communication teams to stay nimble by listening carefully to their key stakeholders, adapting quickly, and leaning more purposefully into the turns. Crises are a time when showing up in the service of your customers, employees, and communities matters. Businesses must consider how they can best serve their stakeholders during these times.
Crises often put businesses in one of two scenarios. They are either suddenly thrust into survival mode or, in some cases, the disruption of the crisis creates a growth opportunity. Regardless of how a crisis impacts a business, marketing and communication teams need to be ready to strategically allocate resources in the right direction, make quick decisions, and communicate clearly and frequently.
When crises hit that disrupt life for businesses and communities, marketing and communication teams must react quickly and strategically to determine the best path forward for the brand. If marketing teams choose the wrong path, they risk coming off as careless, disingenuous, and opportunistic.