How Can a Fractional CMO Help Me Grow My Business?
Considering the many strategies, tactics, channels, and platforms available to drive growth, and coming up with a holistic marketing plan that takes a business’s stage and industry into account is a complex job. This is one of the core responsibilities of a Chief Marketing Officer—long-term strategy.
That is the role of a CMO or marketing director: to develop and execute these marketing strategies. Beyond that, they should be proactive in aligning with sales and client experience to ensure a consistent brand experience for your client at all stages. Unfortunately, there’s no one-size-fits-all CMO. The ideal candidate differs across industries, business stages, and even the culture of the organization. Who is best for one company could be completely wrong for you, no matter what the results were they achieved elsewhere.
Fractional CMOs bring a unique blend of marketing, strategy, operations, and entrepreneurial experiences. They provide a broad and fresh perspective that includes both strategic elements and tactical execution. They also provide a focused and specialized perspective that often includes your industry, stage, or market. Senior marketing professionals like CMOs are typically niched in some way.
While a fractional CMO can focus on the broad picture of your organization (like we do with our Be Ready to Scale Audits), they can also focus on specific goals such as improving or upgrading marketing operations, and rebranding the company or a product, or executing your marketing strategy. Here are the five primary ways that working with Omicle in a fractional CMO role can add value to your business:
Be an Advisor on Marketing & Cross-Functional Business Initiatives
Strategic marketing must align with and support business objectives—after all, it’s how you create the path to accomplishing them. A fractional CMO’s job is to ensure that the marketing strategy, plan, and team are all aligned with the business vision and support the goals.
Omicle will roll up our sleeves to help get tactical work done when it’s necessary. However, it’s not productive for a fractional CMO to execute tactics that someone with deep expertise can do more efficiently or cost-effectively. We’ll quickly assess where we can bring the highest value to your organization and then delegate the rest.
Omicle will work side-by-side with your leadership team as a trusted strategic advisor, with full accountability to lead marketing from strategy to execution. Each department in your business connects with and reflects your brand, just as every stakeholder and client experiences your brand. Omicle believes that marketing is a key connector between internal departments and external relationships. We build effective connections between roles and relationships.
Build a Strong Marketing Foundation and Lead the Marketing Team
A strong marketing foundation is critical to building a high-performing marketing function. This includes your brand messaging, refining your ideal customer avatar, market positioning, marketing technologies, and identifying the right metrics to track your progress.
A fractional CMO should critically evaluate the landscape that exists today. Omicle does this with our Be Ready to Scale Audits. This audit assesses what your team has done in the past, identifying gaps that need shoring up, and where the team or brand is performing well. The insights uncovered during this audit help us build a plan to address those gaps while leveraging the strengths of your team.
We support and help develop your marketing team to ensure they have the skills, knowledge, and understanding they need to excel in their role. We make sure that teams are connected and work together toward shared objectives with a single source of reliable data, analytics, and a shared language to reduce conflict between people and teams.
Manage the Budget and Track ROI
Setting a marketing budget is necessary to hit your growth goals. We’ll consider various factors, such as your industry, growth expectations, business model, and leadership’s appetite for investment and pace of change. We’ll also define key performance indicators to track ROI and adjust the budget based on progress, performance, new opportunities, and the unexpected industry or global events.
Build Strategic Partnerships and Manage Vendors and Agencies
Many of our clients are growing businesses. As a result, we’re often at the center of major transformations and significant transitions, such as integrating cultures, products, brands, people, and roles. Omicle is not just effective at go-to-market, but we’re skilled at communicating internally and externally through major changes. We instill confidence and clarity to internal teams and external stakeholders alike.
We will often identify market expansion opportunities that the business may not have previously envisioned. These opportunities could be through strategic partnerships, referral networks, alliances, and new channels.
Ensure Brand Continuity Internally and Externally
Omicle is responsible for ensuring the continuity of the brand and go-to-market strategy from marketing to sales, and then client experience. The fractional CMO is responsible for ensuring that the experience aligns with brand standards, key messaging, and the experience the business wants to deliver.
Omicle delivers brand clarity, marketing strategy, and operational efficiency to prepare leaders to scale their business. If you are ready to scale your business, contact us today to get started.
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