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The CEO's Role as Champion of the Unified GTM Operating Model
| Executive Takeaways |
| The CEO must be the architect and champion of the GTM model — not its operator. |
Growing Your Business Through Fractional EOS® and Fractional Marketing Resources
Fri, Feb 1, 2019 — “Two Experts Can be Better Than One” Mark Coronna, Partner & CMO--Chief Outsiders with Mark Francis, Fractional Integrator for companies running on EOS® --Visionary Integrator Solutions Introduction to Fractional Resources You may be familiar with the book Traction® and Entrepreneurial Operating System®, which is a proven business operating system for small- and mid-sized businesses (SMBs). Within this system, the author details a tool called the Accountability Chart, an elevated version of the traditional organizational chart. An important point of this tool is that it takes two types of people to move a business along, the Visionary and the Integrator. The Visionary is typically the founder, while the Integrator may go by the traditional titles such as CEO, COO or GM. The roles of the Integrator include translating the vision for the company into action and results and also leading, managing, and holding accountable the major functions of the company. While usually considered a full-time position, you may not know that Fractional Integrators for companies running on EOS® have been effectively working with Visionaries and helping free those who have become trapped in the day-to-day.
CEOs Seeking Growth: Is Marketing Working for You or Against You?
Tue, Aug 28, 2018 — 10 Questions to Determine if Your Marketing Strategy Needs an Overhaul Most growing and mid-sized companies have some type of marketing function. It could consist of one person, a handful, or in some cases, many people. Some of these marketing teams are high-performing with obvious impact on the business. For others, the business impact of marketing is unclear.
Fractional CMO can be Key Step in Building a Management Team
Thu, Jul 6, 2017 — This is a guest post from Mark Rosenman of Newport Board Group. There is a wide range of circumstances that lead companies to bring in a fractional CMO. The immediate need to strengthen marketing might be a response to an important development in the business: a growth spurt or a downturn, new capital or a change in management team or strategy. Some companies bring in a fractional CMO as part of an “asset light” business model that leans against bringing on permanent C-level executives at least for the foreseeable future.
What is a Fractional CMO?
Thu, Jun 30, 2016 — A Fractional CMO is a marketing executive to help with customer acquisition, sales development and company growth. Your company gets executive experience without the full-time cost. The idea of a mid-sized company hiring a fractional executive is not new. Virtual CFOs, for example – pioneered by companies like Tatum and vcfo – have been around for decades. They can bring incredible value to companies where having a full-time CFO wouldn’t make sense, either fiscally or even practically due to the typical scope of challenges needing attention. Yet, as one private equity principal once shared with me, “I know what I’m going to get with a fractional CFO. But I don’t have that same level of clarity if I hire a fractional CMO.” It’s no wonder. Marketing, as a discipline or an activity, has a wide range of definitions. For example, most of us consider “marketing” as the activities we deploy to take our products and services to market, or attract customers to our business or offerings. Or in short, marketing is largely promotional activity. Yet consider someone who gets their MBA in Marketing. A syllabus from The University of Texas (PDF) shows most of the coursework is focused on disciplines not directly related to promotion. So what gives?
Do CMOs Really Matter? Harvard Business Review Says Yes!
Thu, Oct 29, 2015 — The October 2015 issue of Harvard Business Review contains an interesting article that discusses the value that Chief Marketing Officer bring to organizations, Do CMOs Really Matter? The business press and academic studies have questioned the value of having a marketing person as a member of the executive team over the past few decades. As you can imagine, the answers have varied. 66% of CMOs recently surveyed indicated they are continually under pressure to demonstrate the value of marketing.