Video Transcription
Are you considering a fractional CMO as a possible solution for your business? If so, I want to share with you some tips to make sure you’re really sizing up the right fit with the right firm or the right individual.
Hi, I’m Jennifer Zick, founder and CEO of Authentic®. We are a team of fractional CMOs that work with growing businesses, all across the US and beyond, to help them Overcome Random Acts of Marketing® and confidently take the next right step in healthy growth.
As we’ve been building our business over the past several years, there’s been a growing ecosystem of fractional providers and that’s great. Businesses have more options than ever to bring marketing leadership, strategy and execution into their businesses in fractional ways.
There are several fractional CMO models in market today, including:
- Independent consultants using the fractional CMO title
- Gig economy marketplaces that can connect you with various levels of marketing talent
- Communities of independent marketers working together under a unified brand but otherwise operating very independently
- Firms like Authentic that have curated top executive talent to work with growing businesses
When choosing a fractional CMO for your growing business, it’s so important to do the research first.
Essential questions to ask
- Does the individual truly have executive credentials for the title?
- Have they worked as a member of business leadership teams with a CEO and CFO, COO and head of sales counterparts?
- Do they understand the business drivers that create health and growth in an organization, and do they have that track record?
- If not, you’re likely working with a marketing specialist who has a good set of skills but doesn’t have that level of executive acumen or wisdom or experience.
Are your best interests represented?
Secondly, if the fractional CMO is part of an agency that provides other solutions or services, it’s so important to understand that they can’t fully represent your best interests because they are employed to sell the services of that agency. So you need to be really comfortable and confident that the agency can deliver everything that you need. Or you should look for a CMO that can simply sit at your side of the table representing your business and bringing in any of the agencies or skills that are necessary to execute your strategy.
Independent CMO vs Community
Finally, in the sense of risk management, does it suit your business to hire one fractional CMO who works independently? Or would you better served within a community of fractional CMOs, like Authentic, whose members are deeply committed as W2 employees, highly collaborative within our mindshare, helping one another help each of our clients, and leveraging our proven methodology that helps businesses to structure the way marketing plans are developed and delivered for growth in the business.
These are all really important considerations as you think about the right fractional CMO for your business. If we can be of any help, please feel free to reach out. We would love to help you think through the main priorities that are going to help you find the right talent to lead your business to the next level of growth.
