Set Clear Goals for B2B Fractional CMOs
This article was published on January 17, 2021
Categorized in: Digital Marketing
Fractional CMOs are an appealing choice to B2Bs for a variety of reasons. Generally, it enables the company to save money while utilizing an expert with strategic expertise. This means that you can approach the Fractional CMO with a list of goals you want to accomplish, and the Fractional CMO will work with you to help you achieve these goals.
However, when setting goals with your Fractional CMO, many B2Bs miss an important piece of the puzzle. While they may give the Fractional CMO a list of goals they want to accomplish in their business, they often fail to set clear objectives to maximize this relationship. Here are some of our thoughts on the topic of setting clear goals to better utilize a Fractional CMO’s expertise.
Importance of Goal Setting for Fractional CMOs
When you set out to work with a Fractional CMO, there are a few ways that you can approach it. The first way is that you can simply tell them to run your marketing departments, which would include anything from developing a strategy, hiring personnel, and monitoring results. Or, you can take things to the next level and give the Fractional CMO a list of goals and objectives to keep him or her focused. For many, this might be the better approach, since having clear goals can maximize results.
Think about it this way – most Fractional CMOs are working with you on a part time basis. You’re paying for this part time work! Otherwise, you would have to hire a full time CMO, and that’s more expensive. In order to get them to achieve what you need them to achieve for you, then you need to give them some objectives.
Common Goals to Give Your Fractional CMO
What kinds of goals can you entrust a Fractional CMO to accomplish? There are two basic types – those that pertain to the business, and personal productivity goals. In other words, you can put the Fractional CMO on a schedule that will keep the projects on track. Better still, you can hire a transparent Fractional CMO that will develop – and stick with – a project plan. They can set the personal goals on themselves and use the project plan to stay on track.
Here’s a list of the types of goals and targets that we can expect a Fractional CMO to work on:
- Business Targets. What are the overall business goals? Ideally, marketing needs to align its efforts on these goal. This can become a goal for the Fractional CMO – to get this done.
- Develop KPIs. What are your KPIs? If you don’t know them, you should develop them with your Fractional CMO. If you do know them, you should share them with your Fractional CMO so that he or she can determine if they’re being measured properly and ultimately, achieved.
- Efficiencies and Deficiencies. One of the functions of a Fractional CMO is to make sure the marketing department is as efficient as possible. A goal of any Fractional CMO will be to assess the efficiencies and deficiencies in the existing department, and then determine how to optimize it to maximize the team to achieve the goals.
As you can see, it is important to align on goals with your Fractional CMO. This will help you get the results you want.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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