Growing businesses need executive marketing leadership to help them eliminate “random acts of marketing” and make marketing a strategic partner in building revenue results. But not all businesses are ready to make a full-time, senior-level, permanent hire.
Authentic Brand Fractional CMOs – on a part-time contract basis – are a great solution to reduce the risk of hiring (prematurely or without full understanding of what the role requires), while increasing the speed to impact.
Our Fractional CMOs work with our clients to build marketing muscle and help growing organizations confidently expand their marketing teams and programs.
Our Fractional CMOs usually engage on a half-time basis for 18-24 months, to build strategy, lead team members, engage and integrate agency and vendor services, strengthen alignment with sales, measure revenue impact, and more.
Is Fractional CMO right for you?
When businesses come to 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 ask about the difference between an independent consultant, agency partner, and Authentic Brand. Finally, they want to understand the value of a Fractional CMO compared to other options. All great questions! The video below explains more about the role of a Fractional CMO.
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 you could work with a management consulting firm that specializes in Fractional or Interim 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.
We’ve worked with many clients – across industries and markets – to help build Marketing Traction™ and revenue results. Below is one of our client’s stories. See more stories, and a wide variety of logos and testimonials here.
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.
Every business, no matter its size, type, or revenue, has limited resources to direct toward marketing. Unlimited marketing budgets don’t exist, and that’s especially the case for the small to midsize businesses we work with at Authentic Brand. When resources are limited, it’s critical that a company invests in creating brand value through its owned marketing assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns.
We are living through unprecedented times as we face the COVID-19 crisis. Businesses of all types are experiencing significant disruptions that force them to re-think their entire go to market strategy and approach. Our CMOs came together to provide their best advice on what to do right now to guide your business and brand forward.
Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle
Growing businesses often think new lead generation should be the primary — and sometimes only — objective of marketing. This mindset fails to recognize the strategic role marketing can play to generate revenue across the full customer lifecycle, particularly through nurturing and engaging existing customer accounts, and how important that is for driving growth.
Demand generation. These two words often cause anxiety for B2B marketers because they frequently come attached to unrealistic expectations. Business leaders tend to think that creating demand is solved by executing a few digital marketing tactics or implementing a marketing automation tool. In reality, demand generation is much more complex.
Clients have learned that they get more than a solo independent consultant when they hire an Authentic Brand Fractional CMO. They get the collective expertise of senior-level marketers with diverse experience across a variety of business models and industries. We call the power of this community our mindshare, and it’s part of everything we do.
There’s a point in a company growth cycle when businesses recognize that they need to invest in marketing for continued growth. Often these companies have been sales-driven until they realize they need a marketing leader dedicated to building brand awareness and driving meaningful engagement to support business objectives. They often choose between hiring a full-time leader, a fractional CMO, or a marketing agency.