If your company is looking to increase revenue through marketing but is weary of increasing headcount and overhead before formulating a holistic growth strategy, a Fractional CMO might be right for you. Partner with an experienced B2B marketing executive to help define success and deliver a well-documented actionable roadmap for growth.
What is a Fractional CMO and why hire one?
A Fractional CMO is a part-time, freelance strategist who helps guide business owners with marketing strategy. Companies receive the expertise of an experienced executive but at a fraction of the overhead cost.
Hi — I’m Michael Theodore, an experienced marketing executive with a focus on digital strategy and demand generation for small to midsize businesses. I’ve worked with regional firms with annual revenues less than $10 million and global firms with revenues surpassing $110 million. If you’re looking to grow your business but not sure where or how to start, let’s connect.
More than a decade of experience creating and implementing strategy, reporting KPIs to ownership and stakeholders, and managing in-house teams, vendors and budgets.
Developed strategy and oversaw implementation of global inbound marketing demand generation initiatives for a new SaaS product during a strategic acquisition, resulting in a 76% year-over-year growth in inbound leads.
Created strategy and managed outside agency to execute Google Ads (PPC), resulting in a 5x return on ad spend for a professional association in the insurance industry.
While each company requires a unique perspective and approach, a typical engagement for a Fractional CMO engagement might include many of the six stages outlined below. Of course, goals, budgets, timelines and other circumstances will change the scope, depth and length of the engagement.
All engagements start with listening — to your challenges, your previous and current marketing strategies, your desired outcomes and your vision for the future. Where do you want to take your company?
Too often projects fail because success is not defined at the onset. Instead, we’ll work together to clearly define what success means to your company and how we’ll know if we achieved it at the end of the engagement.
Once outcomes are determined, it’s time to craft a high-arching strategy, timeline and tactics. Here we’ll define scope and resource requirements while building an actionable roadmap for your company.
At this point, an engagement tends to diverge from typical. Here, we’ll work to bring the strategy to life and into the market. This could include partnering on hiring, agency oversight or developing your first email automation program.
What’s working and what’s not working? And how do we know? We’ll look at hard metrics, ask for anecdotal feedback from Sales and determine what we were able to accomplish from our roadmap.
It’s time to take a step back and absorb the results, discuss the challenges and celebrate the successes. We’ll reassess the state of the company: Have the challenges changed? Have the goals shifted? We’ll take those answers and the feedback to define an improved strategy for the future.
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