In an article written by Kevin Chesters, owner and partner at Harbour, an independent communications collective in London, he notes that marketing strategy is often an in-house function because of budget, time constraints, or convenience.
Well, who doesn’t want to save money, time, or hassle?
But, for companies that need creative growth strategies which go beyond inside-baseball, it’s important to build in a view from an outside perch.
It’s easy for internal team members to get too close to projects at hand and only “see what they see.” After all, we’re not in the business of marketing to ourselves.
The outside view allows for a refreshed perspective. Innovative solutions to unforeseen challenges. Perhaps most of all, experience.
The outside view allows for a refreshed perspective. Innovative solutions to unforeseen challenges. Perhaps most of all, experience.
Internal/External Balance: 4 Markers of Success
The art of the fractional CMO requires a fine balance of honoring the internal perspective, while bringing some hard truths to the table.
Here are my markers for a successful engagement:
1) Do I have access to the business leader who is ultimately responsible for performance? And not just marginal access, but the opportunity to have open and honest conversations?
2) Is leadership curious? Do they want to know why performance has suffered, or where gaps exist in infrastructure, staffing, or implementation?
“Who doesn’t want to save money, time, or hassle?”
3) Will I have full access to data, past performance (even the failures), and future revenue expectations?
4) Is there an opportunity to partner with finance or technology leaders who also influence decision-making?
When the answer is “yes” to all, I can really settle in for the long haul.
Invest Where Marketing Works Best
No team wants to feel like they’re not getting the job done, but this strategy is really not about that. Whatever reason exists for bringing in a fractional CMO, the key message is this: Invest where marketing works best.
