What is a fractional CMO, and why hire one?
Integrating a fractional executive into your organizational structure makes good business sense. Most organizations know they need to consider adding a leader to guide the brand, build awareness, and position your organization inside and out for long-term goals. However, protecting your full-time executive salaries and required benefits to drive day-to-day growth and sales to meet shorter-term quarterly outcomes is often what stakeholders are focused on today. A fractional CMO allows you to have the best of both worlds as organizational needs and executive roles evolve. The global business world changes daily. Innovation never stops, the learning curve never stops, AI and new channels are flooding the market. Integrating a fractional CMO to have focus on brand evolution and positioning is critical.
You likely have an agency of record, which is great as they are a constant source of new ideas. However, having someone integrated into your organization looking out for your best interest and leading your team and brand strategy without the burden of an executive salary and benefits is smart. Your in-house team will appreciate knowing they have a dedicated marketing expert to develop and challenge them in their respective areas.
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Sometimes, companies need particular marketing expertise for an initiative like launching a new product, entering a new market or building a new segment. These capabilities may not be available in-house.