What is an outsourced CMO? It’s a fractional or part-time marketing executive with the ability to build revenue, reputation, and resilience for your brand and your business. This leadership role demands a broad skill set encompassing strategic vision, digital acumen, data-driven decision-making, and strong communication. However, for many organizations, the cost and resource implications of hiring a full-time CMO may not be feasible or strategically necessary. This is where the fractional CMO model emerges as a compelling solution.
Unlike traditional marketing agencies that focus primarily on tactical execution, such as content creation, social media management, or advertising campaigns, a fractional CMO takes a more holistic and strategic approach. They are deeply involved in shaping a company’s overall marketing direction, aligning it with broader business objectives.
A part-time CMO serves as a bridge between the C-suite and the marketing department (or freelance marketing resources). They can help translate complex business goals into actionable marketing strategies and communicate the impact of marketing efforts to key stakeholders. Their external perspective can often bring fresh insights and challenge the status quo, leading to innovative marketing approaches.
“Having that fresh set of eyes coming from outside and looking at your business and saying, ‘Actually, I’ve worked with 10 different businesses that have commonalities with what you do.’ That’s one of the strengths.” – Daisy McCarty
What is an Outsourced CMO in B2B vs. B2C? Does It Matter?
Different CMOs are good at different things. One of the biggest distinctions is B2B vs B2C. Some CMOs have experience in both. But most B2C CMOs simply don’t make the right fit for B2B because they are typically not used to supporting the FULL sales cycle in complex selling environments. They are also going to be familiar with a different set of tactics.
A B2C CMO will often know how to build and execute more top of funnel marketing for many types of goods/services. They may be particularly great at positioning in very crowded markets and getting hyper-segmented on different social platforms. Often, they are good at or have great resources for formal market research. If you need primarily demand gen and buzz for your company, you are looking for someone who is good at grabbing attention for a brand. B2C CMOs are often really good at that because they often work with really fun brands.
If you want hard core lead generation, you are looking for an outsourced CMO with a track record for driving revenue impact. For a B2B company, you need someone who can see marketing all the way through the funnel. It is often a grind, so they need to be strategic AND persistent. You also need someone who will give push back when strong personalities are at the table. B2B is where a lot of pioneering work is done since it is NOT as well-established as B2C, so you need someone who is willing to do new things.
Ironically, it’s not necessarily the specific industry vertical a B2B CMO has worked in that makes them the best fit for your company. It DOES matter if their strengths are around building what you need to build. So, a B2B fractional CMO can work with clients in manufacturing, professional services, technology, etc. and be successful because they KNOW how to build and execute on strategies in sales-led organizations. They are going to pick up on the nuances of your specific domain fast, so don’t worry that they aren’t an expert at the widget that you sell. It’s actually better to have someone coming in with a fresh perspective who won’t just rinse and repeat what your competitors are doing.
Is “knowing your business” the key to the right CMO fit? Here’s our take…
The Advantages of a Fractional CMO Partnership
Partnering with an outsourced or part time CMO offers several key advantages:
- Strategic Focus: Fractional CMOs excel at developing and executing comprehensive marketing strategies aligned with overall business objectives. They have typically built and delivered dozens of strategic plans compared to a Chief Marketing Officer who has worked full-time at a few companies in the past.
- Broad Industry Expertise: When they have experience working with diverse clients, fractional CMOs possess an even greater wealth of knowledge. They can identify emerging trends, anticipate challenges, and develop effective strategies to compete in the marketplace. They can also bring in ideas from outside your industry and help you do an end run around the competition.
- Scalability and Flexibility: The fractional CMO model offers flexibility to adjust resources based on business needs. Businesses can scale up or down their marketing support as required. An outsourced Chief Marketing Officer might work with you 10 hours per month, or 40 hours per month based on your business needs.
- Cost-Efficiency: By sharing the costs of a CMO across multiple clients, fractional CMOs offer a more affordable alternative to hiring a full-time executive.
- Objective Perspective: An external perspective can provide valuable insights and challenge the status quo, leading to innovative solutions and improved marketing performance. Your fractional CMO will be more interested in cultivating your revenue growth vs. their own career growth since they aren’t embroiled in office politics.
- Access to a Network: Outsourced CMOs often have access to a network of marketing professionals, allowing them to assemble specialized teams to address specific client needs.
- Risk Mitigation: Engaging a fractional CMO can mitigate the risks associated with hiring a full-time CMO who may not be the right fit for the organization. You also eliminate the risks and costs of onboarding and potential churn (most full-time CMOs only stay with a company 2-3 years).
“…one of the benefits of working with an outsourced CMO is that they are going to proactively onboard themselves. They’re familiar with coming into new environments figuring out what the right thing to do is. Also, they’re coming into that engagement with the understanding that you’re not responsible for their success, they’re responsible for your success.” – Daisy McCarty
What Does an Outsourced CMO Do, Exactly?
While the specific duties of a fractional CMO can vary based on client needs, core responsibilities typically include:
- Developing and executing comprehensive marketing strategies
- Conducting in-depth market research and competitive analysis
- Building and managing high-performing marketing teams
- Overseeing branding and messaging
- Driving digital marketing transformation and innovation (including automation and AI)
- Measuring and optimizing marketing performance
- Providing strategic guidance to the executive team
- Identifying new business growth opportunities
- Managing and optimizing marketing budgets and resources
Key Considerations When Selecting a B2B Fractional CMO
- Experience and Expertise: Look for a CMO with a proven track record for delivering results in a B2B environment.
- Strategic Thinking: Assess the CMO’s ability to develop and execute a comprehensive marketing strategy. Ask to see an example of a marketing plan they have built and the follow up reporting that shows their success in following through and delivering results.
- Communication and Collaboration: Effective communication from a CMO means they can talk about marketing goals and results in the language that makes sense to business leaders across the C-suite. They must be able to share information without excessive marketing jargon.
- Data-Driven Approach: A focus on data and analytics is crucial for making informed decisions. Since marketing involves scaling communication across your target market, a CMO must have the ability to identify the RIGHT data to track and how to communicate about this data to other stakeholders so that shared decisions can be reached.
- Cultural Fit: Ensure the CMO’s values and work style align with your company culture. Do remember that an outsourced CMO will do their best work when they are treated as part of the leadership team and not as an outside consultant.
- References and Case Studies: Request references and review case studies to assess the CMO’s performance with previous clients.
What Can an Outsourced CMO Do for You?
The fractional CMO model is rapidly gaining traction as businesses recognize the benefits of flexible, expert marketing leadership. As the business landscape continues to evolve, the demand for skilled marketing professionals will only increase. By partnering with a fractional CMO, organizations can position themselves for long-term success.
To learn more about how The Marketing Blender can help your business achieve its marketing goals, contact us today for a consultation or explore our services.
