Relationship-Based Digital Marketing Agency

IMPRINT DIGITAL

outsourced cmo


<p class="has-medium-font-size">Every brand needs marketing, with that understood the question is, do we hire full-time, or do we bring an interim CMO for the organization? An interim CEO is a Chief Marketing Officer who has been brought alongside the company for a part-time or full-time basis for an undecided amount of time. </p>



<p class="has-medium-font-size">In 2023 many brands are preferring to hire an interim CMO (or <a href="https://imprint-digital.tempurl.host/blog/fractional-cmo/what-is-a-fractional-cmo/" target="_blank" rel="noreferrer noopener">Fractional CMO</a>) to fill the needs of the organization compared to hiring a long-term position at the company. </p>



<h2 class="wp-block-heading">Purpose of the Interim CMO</h2>



<p class="has-medium-font-size">Many times an interim CMO is brought on within the organization to fill a void during a transitional period. This could be during a growth phase of the company or when the company is in the process of hiring a full-time CMO.</p>



<p class="has-medium-font-size">We have seen cases where a brand hires an interim CMO because the prior CMOs tenure came to an end, or because a growing team needs immediate marketing leadership.</p>



<p class="has-medium-font-size">This year specifically we have seen a rise in brands seeking out leadership for campaigns and growth stage transitions where it can almost feel like a risk to hire someone on full-time. The &#8220;try before you buy&#8221; model is a real thing.</p>



<h2 class="wp-block-heading">Leadership Qualities of an Interim/Fractional CMO</h2>



<p class="has-medium-font-size">Many companies have small to medium size marketing teams already built out. Systems may already in place and the marketing group simply needs the experience and leadership of a CMO who can develop, strategize and oversee comprehensive marketing plans. </p>



<p class="has-medium-font-size">Interim CMOs should bring various strategies and plans to make an immediate impact on the brand. An interim CMO should be capable to to make an instantaneous impact on the business to improve brand, targeting, conversion funnels, story, and much more. </p>



<p class="has-medium-font-size">If you do have a marketing department that lacks leadership or needs the interim Fractional CMO to drive the strategy and execution and build the team, they should have that skillset to hire, guide and direct a team of professionals.</p>



<h2 class="wp-block-heading">Differences between Interim CMO and Fractional CMO</h2>



<p class="has-medium-font-size">The terms interim CMO and fractional CMO often get used interchangeably. While both roles are typically part-time executive marketing roles in an organization, interim sometimes is used to refer to a CMO role until a full-time role is found. </p>



<p class="has-medium-font-size">Many brands hire fractional CMOs part-time or full-time because of the cost savings compared to hiring a CMO outright. (more detail <a href="https://imprint-digital.tempurl.host/blog/fractional-cmo/how-much-does-a-fractional-cmo-cost-a-business/" target="_blank" rel="noreferrer noopener">found here</a>)</p>



<h2 class="wp-block-heading">Finding the Right hire</h2>



<p class="has-medium-font-size">One of the most challenging decisions for a business owner or operator is finding a marketing leader that aligns with the company&#8217;s mission, vision, and goals. If you have been in business for more than a few years, you have likely changed who sits in this seat more than once!</p>



<p class="has-medium-font-size">This is where Imprint Digital helps. We have a team of interim and fractional CMOs who have decades of experience leading across organizations and online brands. Whether filling a gap in leadership, tackling a challenging campaign, or breaking into a new stage of growth, our team has the skillset, communication capabilities, and reporting you need to feel confident in your decision.</p>



<p class="has-medium-font-size">Reach out today. We would love to chat and are thrilled for the opportunity to serve you.</p>




What does interim CMO mean?


<p class="has-medium-font-size">The fractional CMO role has become a fast-growing solution for brands that need an immediate impact and a low-risk hire who can take care of the same tasks that a full-time chief marketing officer would, but on a part-time schedule. </p>



<p class="has-medium-font-size">Often the fractional CMO is focused on hiring the marketing team, and getting the right people in the proper seat for campaign creation. The fractional CMO often becomes the communicator between the product and sales team to the marketing department. </p>



<p class="has-medium-font-size">Ultimately a fractional CMO is in charge of building out marketing funnels and helping foster the brand&#8217;s story across all campaigns to create the biggest impact on brand awareness, customer consideration, and sales generation.</p>



<p class="has-medium-font-size">Fractional CMOs often have diverse experience across many industries, consumer types, products, and services, and have an incredible ability to focus on increased conversions and sales.</p>



<p class="has-medium-font-size">Let&#8217;s dive into why B2C and Local Businesses often consider hiring a fractional CMO.</p>



<h2 class="wp-block-heading" id="h-do-b2c-businesses-need-a-fractional-cmo">Do B2C Businesses need a fractional CMO?</h2>



<p class="has-medium-font-size">B2C brands can benefit greatly from a fractional CMO role. Depending on your business funding round or cash flows, a fractional CMO is much more cost-effective than hiring a full-time CMO.</p>



<p class="has-medium-font-size">The role of a CMO can cost a company <a href="https://imprint-digital.tempurl.host/blog/fractional-cmo/how-much-does-a-fractional-cmo-cost-a-business/" target="_blank" rel="noreferrer noopener">upwards of $300,000</a>. This is why many brands choose to specifically hire a fractional CMO. It is a FRACTION of the cost! </p>



<p class="has-medium-font-size">Many times businesses get stuck in the startup or growth mode of their business. Either their sales funnel dries up, marketing is misaligned with their goals, or the business do not have the capability to sustain the growth that got it from the early stage to the next stage of growth.</p>



<p class="has-medium-font-size">Below is a visual framework from the Harvard Business Review (HBR) on the <a href="https://hbr.org/1983/05/the-five-stages-of-small-business-growth#:~:text=While%20useful%20in%20many%20respects%2C%20these%20frameworks%20are%20inappropriate%20for%20small%20businesses%20on%20at%20least%20three%20counts." target="_blank" rel="noreferrer noopener">stages of business growth</a>.</p>



<figure class="wp-block-image aligncenter size-large"><img decoding="async" src="https://sbx-dev.imprint-digital.com/wp-content/uploads/2022/11/Growth-Phase-of-businesses-565x628.jpg" alt="" class="wp-image-4751"/></figure>



<p class="has-medium-font-size">Most businesses get stuck in either stage 2 or 3. This is where the company needs growth through direction (Stage 2) or growth through delegation (Stage 3).</p>



<p class="has-medium-font-size"><em>This is precisely when a B2C brand should hire a fractional CMO. </em>The delegation of certain roles or components of the company control can be very hard for entrepreneurs. This is frankly what inhibits many brands from growing and scaling.</p>



<p class="has-medium-font-size"><strong>But how do B2C brands know who to hire?</strong></p>



<p class="has-medium-font-size">When it comes to growing through these stages, trust must be formed. Finding a partner to fill the roles you have managed takes a tremendous amount of work and investment. B2C brands may simply need a part-time fractional CMO to help navigate this growth and establish the campaigns, funnels, processes, and team members that will get the company to the next stage.</p>



<p class="has-medium-font-size">This is why fractional CMO services are so VERY popular. Rather than a massive commitment upfront, your brand can bring on a team member who has the experience and expertise at a fractional cost. </p>



<h2 class="wp-block-heading" id="h-do-local-businesses-ever-have-a-fractional-cmo">Do Local Businesses ever have a Fractional CMO</h2>



<p class="has-medium-font-size">When a local business brings on a CMO, it often has to negotiate compensation in the form of salary and equity. Below is a quick breakdown of equity and why you may or may not want to give up equity in your business.</p>



<ul>
<li>Salary &#8211; is a fixed payment expressed as an annual sum of payments made by an employer</li>



<li>Equity &#8211; represents a shareholders stake in a company.</li>
</ul>



<p class="has-medium-font-size">When hiring a CMO full-time, a CEO or business owner often pays a salary and equity to the new CMO. At an early stage of a company, the CMO is incentivized to do one of three things.</p>



<ol>
<li>A Large Salary and zero equity</li>



<li>A blend of salary and equity</li>



<li>A low salary, and a large sum of equity</li>
</ol>



<p class="has-medium-font-size">We all should know what salary is because our first jobs typically have a salary base to it. The equity piece is what has the possibility to have a massive upside. </p>



<p><strong>Fractional CMO&#8217;s do not get equity ownership of your business</strong></p>



<p class="has-medium-font-size"><em>The absolute beauty </em>of a fractional CMO for a local business owner is not having to give up equity in the business. (It is also nice not to have increased costs of healthcare or the cost of headhunting the right employee)</p>



<p class="has-medium-font-size">The fractional CMO role enables you to keep equity ownership in your business while bringing on the top talent in the marketing world. </p>



<h2 class="wp-block-heading" id="h-the-takeaway">The takeaway</h2>



<p class="has-medium-font-size">Business owners have some incredible optionality when it comes to growing and scaling their businesses. They simply need to ask themselves if they are happy in the stage of business they are in, and do they want to sustain or grow from that foundation. </p>



<p class="has-medium-font-size">The fractional CMO role and service empower entrepreneurs and CEOs to more easily foster a team and culture that enables growth to the more mature and later stages of the company. </p>



<p class="has-medium-font-size">At Imprint Digital our <a href="https://imprint-digital.tempurl.host/fractional-cmo" target="_blank" rel="noreferrer noopener">Fractional CMO</a> service helps brands do exactly this. Reach out today for a complimentary consult and learn how we can make a mark and help your brand grow.</p>



<p></p>




Do B2C and Local Businesses need the functions of a Fractional CMO?

How many hours does a Fractional CMO work?


<p class="has-medium-font-size">Every organization has a unique set of challenges that it must intentionally and intelligently approach to reach the next phase of growth. With all of the buzzwords within the internet marketing and marketing space as a whole, it can be daunting to know what exactly you should do. </p>



<p class="has-medium-font-size">In this post, I am going to simplify and break down when you should consider a Digital Marketing Manager and when you should consider Fractional CMO Services. </p>



<p class="has-medium-font-size">Your business may have different goals and needs, and this piece is by no means a defacto source of truth, but it will give you a general framework to walk away with and some ideas of how you may approach solving problems in your marketing department and digital strategy for your brand. Let&#8217;s dive in.</p>



<h2 class="wp-block-heading">Early Stage and Growth Stage of Business</h2>



<p class="has-medium-font-size">Fractional CMO has an illustrious ring to it compared to Digital Marketing Manager. It is easy to be drawn in by a name, but what you get truly matters. For young early-stage businesses, many times you simply need to generate consistent lead flow, visibility, and growth in terms of cash flows. </p>



<p class="has-medium-font-size">Foundational things like positive reviews, organic ranking, and social media presence are great ways to establish yourself. These are the type of things that a Digital Marketing Manager can help you execute and deliver over time. </p>



<p class="has-medium-font-size">Becoming a cash flow-generating business with a positive balance sheet is a foundational piece to every business&#8217;s well-being and success. This is why having a Digital Marketing Manager is a great strategy for early-stage brands.</p>



<p class="has-medium-font-size">Established brands that are in the growth phase and have reached product market fit, or have an established lead generation strategy and sales process could benefit from a <a rel="noreferrer noopener" href="https://imprint-digital.tempurl.host/fractional-cmo/" target="_blank">Fractional CMO service</a>. </p>



<p class="has-medium-font-size">Fractional CMO Services bring along a deeper knowledge base and experience deriving a brand&#8217;s company charter, telling the brand&#8217;s story, establishing a brand&#8217;s voice, and being the guiding light and strategist for a broader marketing department.</p>



<p class="has-medium-font-size">A Fractional CMO can get their hands dirty and manage ads, content, and social, but often serves as the conduit of a broader strategy to a team of experts bringing all players together.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>A CMO, or Chief Marketing Officer, is a senior-level marketing executive who can provide strategic direction and leadership for your marketing efforts. At Imprint Digital, we can help you find the right CMO for your business. We’ll work with you to understand your needs and objectives, and then match you with a CMO who can help you achieve your goals. Learn ways a Fractional CMO <a rel="noreferrer noopener" href="https://imprint-digital.tempurl.host/blog/fractional-cmo/5-key-areas-where-cmos-can-make-a-difference/" target="_blank">can make an impact</a>.</p><cite>Alex Wells, Imprint Digital Co-Founder/CEO</cite></blockquote>



<h2 class="wp-block-heading">Fractional CMO as your C Level Leader</h2>



<p class="has-medium-font-size">One aspect many young businesses do not need is a C Level Leader. Growth stage companies that have a middle management or leadership team would be more equipped for a Fractional CMO. Early stage companies often are a mix of founders, some key leading players and the sales and support roles. </p>



<p class="has-medium-font-size">Once a brand reaches multiple departments or teams it can become a necessary time to bring in a Fractional CMO. Leadership on the marketing side of the business can help craft sales messaging, support nurturing through email marketing, and broader alignment across the company in brand, voice, messaging, and more. </p>



<p class="has-medium-font-size">Fractional C Level leadership through a Fractional CMO is often highly desirable because hiring is a costly endeavor. Fractional CMO Services can give your brand the expertise and experience you need without the hiring costs, healthcare costs, or bonuses that often come with hiring a full-time role. Your company gets the part-time talent and strategy, without the exorbitant costs of bringing on a team member full-time.</p>



<h2 class="wp-block-heading">Imprint Digital, Your Fractional CMO Team</h2>



<p class="has-medium-font-size">At Imprint, we have a comprehensive and talented group of Fractional CMOs and Digital Marketers who can assist with your brand&#8217;s marketing strategy and growth. Reach out below and we can learn more and discover if we are a great fit for helping take your brand to its next level of growth. </p>




Fractional CMO Services or Digital Marketing Manager?


<p class="has-medium-font-size">A Fractional CMO which is also known as an “Outsourced CMO” is an industry-leading marketing professional who joins your organization as a part-time leadership executive. Because they are fractional, this type of marketing expert typically works with multiple organizations.&nbsp;</p>



<p class="has-medium-font-size">Fractional CMOs are a great option if you are not ready to bring on a full-time team member, but do not want to hire an agency or a generalized consultant to lead your marketing efforts. A Fractional CMO will be capable of helping you achieve the next round of your growth while increasing profitability without having to hire someone for the CMO role full-time.</p>



<p class="has-medium-font-size"><br>At a fraction of the cost of a full-time CMO, Fractional CMOs are becoming more and more popular as they are helping brands reach rapid growth.</p>



<h2 class="wp-block-heading">What does a Fractional CMO do?</h2>



<p class="has-medium-font-size">The role of a Fractional CMO varies based on the company&#8217;s needs, but overall your Fractional CMO will lead and bring holistic digital marketing strategies and a wealth of experience to your team.&nbsp;</p>



<p class="has-medium-font-size">My experience as a Fractional CMO serving small and large B2C and B2B companies have included:</p>



<ul class="has-medium-font-size"><li>Branding and Story Development / Positioning Analysis</li><li>Identification of opportunities and weaknesses within marketing and your funnel</li><li>Marketing Funnel Audit, Improvement, and Execution Roadmapping</li><li>KPI Creation &#8211; setting strategic goals and key performance indicators measured</li><li>Analyze &#8211; business health, analytics, UX/UI, target audiences, consumer experience, position, and messaging.</li><li>Planning &#8211; Campaign Strategy, Branding, Go to Market (GTM strategy), creative direction</li></ul>



<h2 class="wp-block-heading">The benefits of hiring a Fractional CMO</h2>



<p class="has-medium-font-size">CMOS are executive leaders that can make a massive impact on your business. A full-time hire requires tremendous expenses and onboarding. The cost of recruiting, vetting, and hiring a CMO is tremendous.&nbsp;</p>



<p class="has-medium-font-size">The average salary of a CMO is in the range of $175-220k yearly. With a fractional CMO, you receive the expertise and skillsets of an executive leader at a much lower cost. Even at 4-5 hours, a week brands can receive exponential results and clarity of marketing purpose and direction that otherwise would not be achieved.</p>



<p class="has-medium-font-size">Freelance contractors and agencies are incredible for early-stage and growth-stage businesses. Once your brand passes the early stages of growth, you want a CMO or Fractional CMO to take full ownership of the marketing campaigns which gives your other C-suite executives the ability to focus on their roles.&nbsp;</p>



<h2 class="wp-block-heading">Key differences between a CMO and a Fractional CMO</h2>



<p>The major difference between a full-time CMO and a Fractional CMO is the cost. Fractional CMOs put in a few hours per week for each business they work with. This allows businesses to pay a manageable fee for the support and strategy of an industry-leading expert.&nbsp;</p>



<p>If you are tired of working with freelancers or consultants and not getting the results you need, a fractional CMO is an option worth considering. Not bringing on a full-time hire reduces the risk for your business, and allows you to have new strategies and knowledge in a timely way.</p>



<h2 class="wp-block-heading">The Takeaway</h2>



<p>When your brand is shifting from early-stage growth and is ready to take marketing seriously a fractional CMO is there to fill the senior leadership marketing position. When you need more than strategy, but also execution, a fractional CMO will come to the helm and lead the team to help you generate a significantly higher return compared to a fragmented team of freelancers, contractors, or agency employees. A fractional CMO ensures that all team members have good expectations, are held accountable, and that your marketing budget generates the highest return possible.&nbsp;</p>



<p>To learn more about our fractional CMO offering and how we can help your business grow and achieve ROI, reach out and schedule a consultation below.</p>




outsourced cmo

What does interim CMO mean?

Do B2C and Local Businesses need the functions of a Fractional CMO?

How many hours does a Fractional CMO work?

Fractional CMO Services or Digital Marketing Manager?

What is a Fractional CMO?