The short answer is no.
Fractional CMOs, especially the CMOs at Chief Outsiders, are battle-tested veterans who not only were the heads of marketing for 2+ firms, but we all moved up through the ranks earlier in our careers, mainly doing execution. We do strategy and execution when the client needs it. In general, we get things done!
Case in point:
I spent the 90's doing what we call "little m" marketing. "Little m" marketing includes advertising, media tactics, websites, collateral for the sales team and social media, etc. I was a field marketer for some of the largest multi-unit chains back in the day. My teams and I planned the marketing for large territories with media budgets in the millions of dollars. We worked with franchisees and company operators on the Designated Market Area (DMA) plans and local store marketing plans. Our job was to plan the "little m" marketing because the corporate/brand marketing group downloaded the "Big M" marketing to us.
Many Chief Outsider clients need a fractional CMO with "Big M" marketing expertise. "Big M" marketing is developing growth and marketing strategy and positioning based on a solid knowledge of your customers, competition, and company. My 75+ colleagues went through a journey similar to mine where they executed "little m" marketing plans, and we can still do it when necessary. Plus, unlike many marketing consultants, we won't leave you with a strategy deck to execute. We will help you implement the plan if that's what you want.
We help execute the marketing plans we develop, including directing your resources and participating in staff meetings, and ensure you have the things you need to get it done.
In many respects, learning and practicing "little m" marketing as a junior marketer builds the foundation for becoming a seasoned fractional CMO because we're already versed in turning strategy into execution.
Since we grow up in "little m" marketing and evolved to "Big M" marketing recently for our brands, we can do it all.
Fractional CMOs are great for strategy. We're also great for executing, planning, and supervising marketing resources. We make things happen based on your pain points, goals, and objectives.
Fractional CMOs at Chief Outsiders act as advisors, complete projects, and work as part-time CMOs for 6+ months depending on our clients' needs.
"In the past, consultants have been viewed negatively for having a lack of commitment or deep understanding of the business, while only providing high-level strategies without thinking through implementation. The role of the fractional CMO has evolved to address this concern and is becoming an increasingly popular way to start or scale marketing efforts." Source: Forbes.com /2020/12/07/four-frequently-asked-questions-about-fractional-cmos
For example, I wrote a local marketing playbook for one client and helped a PE firm create a company from scratch, including name, logo, and website, etc., based on straw-man positioning. Most fractional CMOs act as part-time CMOs embedded with the executive team to formulate strategy, execute the growth strategy with marketing tactics and help build the internal marketing team: all to get things done and grow revenues.
If you need help growing your company, a fractional CMO is a great way to go.
If you're interested to learn what straw-man positioning is, please contact me for an explanation.
Topics: Chief Marketing Outsider, Marketing Strategy, Fractional CMOWed, Apr 7, 2021