_ FRACTIONAL MARKETING
Fractional CMO
Marketing Director
At Kennedy Woods we have a team of experienced marketers who can bring a tailor made approach to your marketing needs.
With over 80 years of collective experience covering both B2B an B2C, we can help you as your fractional marketing department.
Wait, what exactly is fractional marketing/CMO?
A fractional CMO is an experienced senior marketing professional who can work with you and your organisation as part of your team. In fact they are not always CMOs and are more likely to be Marketing Directors with extensive experience.
Claire - Marketing B2B, over 20 years experience, asks the awkward questions in the room, experienced NED, Charity Trustee, helicopter view, has integrity, specialities - LinkedIn, Training & Mentoring, Strategy, Websites, Creative Direction, Brand Strategy
Oz - Web Dev, what Oz doesn’t know about Tech isn’t worth knowing, worked for Peter Jones head of software, special IT projects, specialities - Websites, Development, Google Ads, CRM
Andy - Marketing B2B/B2C, a very healthy 20 years plus experience in both client and agency-side, expert in driving growth through eCommerce, strategic digital marketing and optimisation (also not related to Claire!)
Mhairi - Marketing B2B/B2C, over 20 years experience, no relation of Claire, asks the 5 Whys when in a room with clients, specialities - Data analytics, Strategy, Training & Mentoring, Brand Strategy
How Does a Fractional CMO Work?
If your company is growing fast and you need a marketing leader to scale, but you don’t have the budget to hire a full-time Chief Marketing Officer or Marketing Director - don’t panic.
A fractional Chief Marketing Officer is a part-time, contract executive who specialises in marketing and helps you develop a strategy to acquire more customers. They’re a strong leader ready to take charge of your marketing strategy and ensure you get the results your company deserves.
Salaries for experienced full-time CMOs are a bit pokey to say the least. However fractional CMOs will allow you to tap into the same talent at a fraction of the cost. You can start by contracting their services for as few hours weekly as you need, and scale as you grow.
Key Fractional CMO Responsibilities
- Developing your marketing strategy, positioning, and messaging
- Developing your branding strategy
- Solving your marketing and growth challenges
- Creating and managing processes
- Spearheading your advertising and marketing efforts
- Providing a direction that aligns with your company goals
- Overseeing and reporting on objectives, implementation, and metrics
- Hiring and scaling a marketing team (if needed)
Benefits of Hiring a Fractional CMO?
- Strategy
Get a powerful marketing strategy with complete implementation
- Flexible Costs
Don’t worry about average CMO salaries; an experienced fractional CMO, well the clue is in the name, will deliver results at a fraction of the cost
- Leadership
Your fractional CMO will lead your marketing team, organise your efforts, and help your company grow
- A Fractional CMO Structures and Executes on Your Goals
A fractional CMO steps in, shapes your strategy and delivers results. If you’re a business owner or a CEO of a small company or have been doing everything yourself, a CMO will ensure your plans are consistent with your goals.
- Fractional Chief Marketing Officers Bring Perspective and Expertise
As a fractional CMO they will assess your existing marketing efforts through a fresh set of eyes. They’ll identify your unique growth potential and create a strategy to drive your marketing efforts.
You don’t have to be a marketing expert. Your fractional Chief Marketing Officer will be.
- Full-Time vs Fractional CMO Costs – what’s the difference?
If you hire a fractional CMO instead of a full-time executive, you’re going to save money - fact! Not only are you going to save money, you will also be in control of your marketing budget. So that if the markets get a bit sticky you can discuss this with your fractional CMO and ask them how best to scale down your marketing efforts. Equally if the markets bounce back you can scale up - ultimate flexibility for you and your business.
- Leadership from an experienced marketing professional
Instead of scattering your efforts across no-results-guaranteed initiatives, your fractional CMO will make data-driven decisions. If you have a bigger team with an executive level, a fractional Chief Marketing Officer will share insights and collaborate with them effectively.
- Processes
Processes guarantee predictable results, so a fractional Chief Marketing Officer will set up processes to streamline your marketing efforts. This results in significant time and cost savings down the line, making every hour even more valuable.
- Reporting
As a business owner you’re tackling so many things at once. Who can blame you for not looking closely at every single marketing metric? Fortunately, a fractional CMO will streamline these metrics and show you top level only so that you are not bogged down in even more data.
- People Management
Unlike freelancers or consultants, a fractional CMO is happy to manage immediate and broader team members.
You Need a Fractional CMO If…
If the following challenges sound familiar, it’s time to bring in an expert:
- You Don’t Have a Marketing Strategy
- Your business is off to a good start, but you can’t think straight from all the different priorities.
- You’re doing your best to read up on marketing, but you’re not a marketing expert and can’t differentiate between SEO and SEM.
- Your marketing efforts may be successful, but they need to be a part of your marketing strategy.
- Your Marketing Feels Random
All your marketing initiatives feel like they’ve been chosen randomly from one campaign to another, a true scattergun approach. There is a lack of a coherent overarching strategy.
A fractional CMO will ensure you’re not wasting your budget on random campaigns. They’ll analyse your audience, business, and the market so they can focus your marketing on the right initiatives.
- You Don’t Have a Predictable Sales Funnel
What happens if you allocate more budget to a campaign? Will your profits grow? A CMO will look at predictability and scalability as key focal points. You’ll be able to make an informed choice on what to do next to get more sales.
- You’re Not Ready for a Full-Time CMO
You’ve probably got one or two junior marketing executives who are good at what they do however they are more doers than thinkers. A fractional CMO is a great solution here, they can be there to provide guidance to your team and focus to your marketing efforts.
- Fractional CMO vs Other Options
Unlike a freelance marketer, a fractional CMO has years of experience under their belt. A PPC consultant would be happy to schedule a call with your team, but a fractional CMO is ready to dive deep into the everyday operations of your marketing department.
