What Does a Fractional CMO Do?

The chief marketing officer, or CMO, is the leader of the marketing team in any company. He or she is responsible for effectively organizing and distributing marketing content and campaigns. Usually, a CMO has a team of marketing professionals working beneath them to delegate these responsibilities to. While the CMO role is common in large corporations, for small and mid-sized businesses it’s not always feasible. This is where the concept of a fractional CMO comes in.

As the name suggests, a fractional CMO is a partial or part-time CMO. You’re hiring the services of a CMO without the long-term commitment to a full-time paycheck and benefits. Fractional CMOs come in the form of a third-party marketing company, which specializes in achieving the goals you wish to reach. So, what exactly does a fractional CMO do?

Digital Marketing Management

The introduction of the internet to the marketing industry has been huge. With billions of consumers browsing the web every day, it makes sense that so many companies have begun focusing on digital marketing above more traditional avenues of advertising. Digital marketing encapsulates a wide assortment of content design and distribution, including:

Social Media Marketing: From Facebook and Instagram to Pinterest and LinkedIn, social media is a huge factor in the online marketing world. According to research, approximately 3.2 billion people use social media as of 2019. That’s 3.2 billion possible consumers interacting on an assortment of digital platforms. Your fractional CMO helps manage these platforms, creating and posting content, reacting and interacting with followers, and a variety of other tasks which are required to keep your social media presence relevant and active.

Web Design: Your website says a lot about your brand. In fact, 94% of online first impressions are related to web design. This includes the visual aesthetics of your landing page, but also the performance of your site. Some of the things to bring to the attention of your fractional CMO are:

  • Loading times
  • Link stability
  • Mobile optimization
  • Graphics

When a website isn’t functional it sends the message that your brand might not be functional either. It’s the job of a fractional CMO to make sure those assumptions are never made.

E-mail Marketing: Whether manual or automated, the e-mail is a classic part of digital marketing and it’s still relevant today. E-mail marketing includes several forms of communication, such as:

  • Invitations
  • Exclusive promotions
  • Follow-ups
  • Abandoned cart messages
  • Newsletters
  • More

CMOs work with the digital marketing team to create and manage e-mail distribution lists, e-mail content, and synch it with your CRM software. Your fractional CMO can also monitor consumer responses to your e-mails through the analytics received back through the CRM dashboard.

Online Forms: Ever visit a website and fill in a form to receive a free consultation, or to create an account online? These online forms were designed and implemented by a marketing professional. A fractional CMO manages a team that will create and install any forms your brand requires.

Mobile App Creation: Mobile apps are becoming more prevalent as mobile technology takes the place of desktop computers. As of 2018, more than 50% of all websites visited globally took place on a mobile device. Offering customers a mobile app to order services or products is a great way to stand apart from competitors. This is another digital marketing service your fractional CMO can provide.

Video Creation and Distribution: Video content is in huge demand right now. YouTube has more than 1-billion users to interact with. For a company looking to increase brand recognition, traffic, and ROI, taking advantage of the current video buzz is crucial to your success. Many fractional CMOs have content management teams or would be willing to work with your content management team in the organization of video creation and distribution.

Task Delegation Both Internally and Externally

The initial idea of a fractional CMO might have you envisioning a third-party marketing manager with their own team to delegate to. While many fractional CMOs do have marketing professionals working under them, you’re not limited to their team. A fractional CMO is becoming an honorary member of your brand. They will learn everything they need to know about your company and how you want to be perceived by your public. They will then work closely with your team to supply the results you’re looking for.

If you have marketing professionals but no management to oversee and maintain campaigns, a fractional CMO will take the reins. A fractional CMO can delegate to an internal member of your team, an external member of their own team, or even a third-party contractor.

The Benefit of a Fractional CMO

A fractional CMO removes the responsibility of marketing from your shoulders at an affordable rate. This provides peace of mind that your brand is being represented well and gives you more time to manage the company as a whole.

5 Benefits of a Fractional CMO

More than two-thirds of B2B companies outsource at least some element of their marketing. There is also an increase in freelancing in America with one in three members of the U.S. workforce working in a freelance capacity. Combine this with the fact that LinkedIn’s workforce survey found a shortage of talent for those with marketing skills, and you can see why it might become a growing trend for more companies to consider a Fractional CMO

Fractional CMOs provide companies with the broadband talent of a seasoned CMO when needed, without the hefty price tag of having them on the payroll full-time. CMOs tend to earn in the five figures each month, making them a costly leader that might not be needed in a full-time capacity. Here are five benefits of a Fractional CMO for your organization. 

  1. Focused CMO Objectives

A Fractional CMO can provide focused objectives that do not get blurred by organizational politics. They are less subjective than a full-time CMO as they are not concerned about advancing their careers. This allows them to set objectives that are completely focused on reaching organizational goals, including:

  • Ability to bring teams together that tend to work in silos, such as product managers, sales teams, media planners, and digital marketers
  • A keener understanding of marketing analysis to define messaging and positioning 
  • Spotting opportunities for inbound marketing and lead generation without stepping on toes
  • Improved, refined brand image
  • Relevant storytelling
  • Smart advice on appropriate marketing technologies or software to improve efficiencies
  • Company-aligned strategic direction
  • Unbiased decision-making
  • Optimization of performance tracking without any personal investment
  1. Budget Wise

When you outsource your CMO, you will have more money to put towards marketing strategy. A Fractional CMO costs less than the high salary of a full-time CMO, yet they are just as invested in achieving their goals. They can determine where you can increase profitability without fear of losing their own jobs when too much money is going towards their own paycheck. They will identify where the money saved on a full-time salary can be best spent to leverage your marketing dollars.  

  1. Efficiency Through Continuity

If you have been bringing in outsourced talent to manage different aspects of your marketing needs, you tend to get a breakdown of operational excellence. Your marketing team needs continuity to remain efficient. A Fractional CMO will be a consistent member of your team, providing a central director who is aware of what is happening and also responsible for setting goals and objectives. 

They will be the one constant who is helping ensure everything is executed to plan. This improves efficiency by avoiding overlaps and repeat tasks when too many people are trying to run the show. The goals will not be bent or distorted as each new “expert” tries to fill their own agendas. Your team will be happier as they will always know what they need to do. Time will not be wasted, and the focus will remain on reaching the same goals. The strategy is executed effectively, results are tangible, and money is saved. 

Timelines are also shortened because a Fractional CMO combines quality and speed while focused on the job they need to do. They don’t get bogged down in minutia or worry about optics. They simply keep things moving without their own agenda complicating things.

  1. Improved Productivity

When there is a single person assigned to the duty of CMO, everyone else can focus on their own work. This increases productivity. While the CMO develops strategy, the team knows what they need to do to improve lead generation, build brand awareness, execute tactics, and so on. They can take in the valuable information the CMO provides, creating a progressive, ongoing strategy that is driven by effectively recorded and analyzed data. 

Customer churn is also minimized as the team can create more meaningful client and target engagement. That also reduces drag on your marketing ROI. 

  1. Specialized Scope of Service

When outsourcing your CMO, you can outline the specifics for what you want them to achieve. This allows you to find professionals specializing in your area. They will be able to get up to speed more quickly than a new hire who have to learn the ropes of the company. 

A Fractional CMO will get right into the thick of strategy and positioning. They are today’s solution to an on-demand world, providing the tools you need for a streamlined sales pipeline, a marketing strategy, and the smooth execution of tasks.