The marketing field is evolving rapidly and it seems that every couple of weeks new tools and technologies become available to give marketers a competitive edge.
That’s because marketing, like virtually all major industries, has undergone a digital transformation that requires professionals to be proficient in a number of online strategies.
Moreover, many businesses’ marketing departments have ballooned impressively, often resulting in thousands of wasted ad dollars and bloated marketing budgets.
Today, many companies are realizing that more is not necessarily better when it comes to marketing departments and that an agile, dynamic team that is laser focused on conversions is often more effective.
As a result, many firms are turning to fractional CMOs to take their marketing efforts to the next level while keeping costs low.
A fractional CMO is a Chief Marketing Officer that is recruited part time, or for a limited timeframe to lead a marketing department.
Some fractional CMOs come with their own teams to meet specific KPIs and strategic objectives, while others specialize in leading firms’ own internal teams to succeed.
While many businesses are eager to recruit a fractional CMO to streamline and enhance their marketing efforts, many companies aren’t sure what to look for when screening potential candidates.
Let’s take a look at the key things you should consider when choosing a fractional CMO.
3 Ways How to Choose a Fractional CMO:
1. Domain Expertise and Relevant Skills.
You need a CMO with the soft skills and technical know how to lead the marketing team. This includes the management and interpersonal skills to organize and direct team members, as well as the hard skills associated with marketing in the digital age.
For example, if you’re looking for a fractional CMO to lead your Search Engine Optimization, SEO efforts, he or she must have knowledge of internal SEO, backlinking strategy, content development, and competitor analysis.
On the other hand, if you’re looking for a fractional CMO to execute your AdWords campaign, make sure they’re comfortable using the AdWords dashboard to analyze campaign performance, manage daily budgets, and oversee ad placement.
It’s tempting to assume that a fractional CMO need not have technical skills since they will be managing a team of marketers.
While effectively delegating responsibilities is crucial, CMOs should also have direct knowledge and skills related to the strategies the team is employing.
To determine if CMO candidates have the knowledge they need to be effective, consider their past experiences as well as their educational background.
Many marketing platforms that are offered by tech giants like Google and Facebook also offer certification programs for executives and professionals, so that’s something you can look out for.
2. Superior Interpersonal Skills and Leadership Qualities.
Perhaps even more important than a fractional CMO’s technical skills is their ability to galvanize the efforts of the marketing team and delegate tasks and responsibilities to the right team members.
A fractional CMO should have exceptional interpersonal skills that they can use to motivate the marketing department to strive towards the organization’s strategic goals.
A fractional CMO must strike a balance between building rapport with their subordinates and having firm expectations when it comes to their performance.
A CMO should be able to communicate their directives clearly and unambiguously, which means they need to have outstanding communication skills.
CMOs, like any executive, should be perceptive of team members’ personalities, temperaments, and strengths so that they can bring out the best in them.
It’s vital that CMOs can use incentives and disincentives to motivate employees and boost morale.
Taking this into consideration, you should look for CMO candidates with a track record of motivating teams to perform at their best.
3. Traditional and Modern Marketing Strategies.
The marketing field has changed dramatically in recent years thanks to the popularization of social media advertising and search engine marketing.
This new marketing ecosystem requires a unique skill set. This includes the ability to build digital sales funnels that reach users at the right moments when they’re online.
Conversely, traditional mass media marketing strategies require a different sort of knowledge, and often relationships with key decision makers.
It’s best if a fractional CMO can navigate both the new media marketing ecosystem and the more traditional marketing channels.
The unique blend of these skills will of course depend on the marketing goals you set for your CMO, but a generalized, big picture understanding of the marketing world will only serve to benefit your marketing department.
Consider establishing whether potential CMO candidates have experience with both traditional and digital ad placements.
You should also consider whether your potential fractional CMO has relationships that could help to achieve your marketing goals.
Well connected fractional CMOs could leverage their existing relationships to build strategic partnerships for your firm.
What you should remember?
In conclusion, recruiting a fractional CMO that is well suited for your business can be tricky.
However, keeping in mind these tips, as well as the fees and salary requirements of candidates will help you find a fractional CMO that can help you meet your sales and marketing goals at a fair cost.
Codrin Arsene is head of Fractional Marketing at Digital Authority Partners, a full-service digital marketing agency.
