Growing a business is exhilarating — but it is no easy task. Sheer enthusiasm and effort will only take you so far. It might help you get the ball rolling and raise a few rounds of funding, but there will inevitably come a time when your growth will stagnate. When that day comes, it will be in your best interest to surround yourself with proven experts who can help carry your brand to the next level.
This is especially true when it comes to marketing. To hit your next growth goals, you will need to bring in a seasoned marketing professional who knows how to develop an integrated strategy that effectively promotes your brand and converts people into customers. This requires experience in generating leads across multiple channels, managing people — and managing a P&L.
In other words, you need a brilliant chief marketing officer who understands what success looks like and knows how to deliver it. Unfortunately, finding this capable person is often easier said than done, especially for small to mid-size businesses.
We have seen companies waste tons of time and money trying to recruit and hire full-time CMOs. It usually looks something like this:
All of the above options could easily cost your company more time and money than it has to spare. From there, you still face several rounds of interviews and salary negotiations before you can potentially fill the position with a great candidate. Then you have time required to on-ramp the hire. It could take you up to a year to find the right fit, negotiate mutually beneficial terms, and incorporate the new hire into the fabric of your company.
Imagine if the hire does not work out. If your growing business is looking to improve its marketing results today, we strongly recommend you take a different route.
Fractional CMOs are basically on-demand executive-level marketers. Just like traditional CMOs, their ultimate goal is to supercharge your current marketing efforts, identify new opportunities for experimentation and growth, and provide mentorship to your in-house team.
However, there are two big differences between fractional CMOs and traditional CMOs: Fractional CMOs will cost you much less money, and they are equipped to have an immediate impact on your marketing ROI from day one.
Sure, you will be working with an “outsider” — but this outsider will lend an impartial eye to your company’s inner workings. We will make honest suggestions regarding your current tactics and strategies, provide input on future initiatives, and put a plan in place for follow-through. Just as importantly, a fractional CMO will put all the necessary metrics in place that illustrate your marketing ROI.
Last but not least, a fractional CMO can serve as a stopgap while you search for your future full-time CMO. He or she will ensure your company does not lose momentum as it takes the time it needs to find the perfect permanent hire. They can even help you weed out candidates who will not meet your needs during your search.
If your company is stuck in a rut and is struggling to accelerate its growth regardless of how much time, money, and effort you invest toward the cause, it is time to consider partnering with TBGA and hiring a fractional CMO. Our fractional CMOs are industry veterans who have embedded themselves in a wide variety of businesses across multiple industries. We know exactly what it takes to help companies like yours achieve their next growth goals.
Contact us today for a one-hour consultation to learn more about how our marketing veterans can accelerate your brand’s business growth.
Hiring a marketing consultant or agency based on the power of a sales pitch is akin to hiring an airplane pilot based on how sharp his uniform looks. This limited amount of information provides you with little to no idea of whether this person can actually help your business soar. Unfortunately, too many small to mid-size companies hire marketing partners without first taking a close look at their credentials and pedigree.
In fact, quite a few of our current clients hired us to help them rebound from consultants who did not live up to their slick sales pitches. For example, before working with TBGA, one of our clients hired a senior marketing consultant who used his fun, personable attitude to win them over. Their entrepreneurial environment required a consultant who could establish metrics, set priorities based on ROI, push his priorities throughout the organization, and most importantly execute on the plan. He always seemed to be working hard, but in the end, it turned out that he was just spinning everyone’s wheels. There were no quantifiable results to speak of.
The consultant was in over his head. He was frustrated, the client was disappointed, and neither party walked away happy. Although we were grateful to have an opportunity to fix the resulting mess, we want you to get it right on the first try.
Pedigree is not about any experience; it is about the right experience. You need to make sure a candidate’s experience will dovetail with your unique needs. Ivy League MBAs, previous jobs at blue chip companies, firm handshakes should never be the sole reason you hire a consultant.
If you do not know exactly what you need, you should hire a consultant who can help you identify them. When looking at a partners track record, ask yourself the following questions:
At the very least, your consultant should have experience working at companies that resemble your own, carrying out tasks similar to the ones you have in store, and delivering the real-life results you want to see.
When considering a marketing partner, look for a hands-on team of collaborators that do not simply give advice from the sidelines. This should begin at the inception of your relationship by setting clear objectives and diving in to build solutions that meet those objectives.
Your partners should constantly strive to be on the cutting edge — proactively seeking new research, new technology angles, and new information. They should utilize modern-day tools and tactics that will help us deliver the results you desire.
Our roster of marketing experts is deep and diverse. We provide more than a savvy sales pitch; we provide proven marketing expertise that will help accelerate your growth. If we do not meet your objectives, it is probably because we have exceeded them. If you are searching for a partner who is a passionate, determined problem solver with a proven track record of success, contact us today for a one-hour consultation.