How much is just enough?
When you are the CEO of a small or mid-market business, this time-honored question isn’t just a euphemism, but a way of life. Obtaining just the right amount of resources – at the right moment in the company’s maturity – can be a game changer.
Enter the fractional executive – an experienced, highly-credentialed CMO-for-hire who can be plugged in for a right-sized engagement, without the expense or expectations of a full-time senior marketing executive.
The rise of the fractional CMO comes at a great time: CEOs are still looking to make sense of both the digital transformation and the pandemic; CMOs thrive on the opportunity to pursue our passion for problem solving, an entrepreneurial spirit, and a chance to leave a lasting impact on the companies that we align with.
As a former startup CEO myself, I have worn both hats. As a CEO, I experienced the challenges that come with navigating uncertainty, and the struggle to find product-market fit. We undertook an expedited process to determine market needs, target customers, and develop and execute a cost-effective go-to-market plan. The resulting success not only catapulted the company into a new market, but caught the eye of a like-minded company, who purchased us outright.
Solving this conundrum required a unique blend of marketing and entrepreneurial experiences – an approach that is equally effective whether you’re launching a new company or product, or trying to expand to a new market.
Though your results may vary, the benefit is clear – if you are looking to break a logjam, position your company for a new market, or gain a greater handle on the essence of a contemporary marketing, sales, and operational alignment, a fractional CMO can be of great benefit.
To help you better understand the CMO value proposition, here are some typical questions I hear from prospective clients, and my responses:Q: How are you able to quickly respond to a company’s problems and serve their needs?
One final thought: Ultimately, the alliance between a CEO and fractional CMO is made – or broken – on relationships. To open the books, and share your most closely-held hopes and dreams for your business, requires a deep level of trust in order to work. Once that hurdle is crossed, you’ll find that a fractional CMO is likely the one ingredient that can help to propel your business forward in a measurable and impactful way.