Guide to Onboarding a Fractional CMO
Categorized in: Fractional Marketing, B2B Digital Marketing
So, your search is over – you’ve finally found a Fractional CMO whom you believe will be a good fit with your company. Now what? Well, the work is just beginning! Before they can really begin their work, they need to get to know your company, your goals, and what exactly you need them to do for your company.
The truth is, they won’t figure this out on their own. They need to be “onboarded” in order to have a successful stint with your company. This process can make or break the relationship. Here’s a guide to a success onboarding for your Fractional CMO:
Clearly Define the Goals
Chances are pretty good they already have an idea of what the goals are because you would have needed to tell them during the conversations you had before you hired them. However, that’s not where the conversation should end. Onboarding is the time to make sure they really understand what they are and to go into more detail. This will help the Fractional CMO better do his or her job for your company.
Introduce Them to the Company
The Fractional CMO also needs to get an overview of the history and current culture of the company. This is important information because the more they know, the better they will be able to run the marketing department. They need to understand how it was founded, the products and/or services that the company has to offer, and anything else that is relevant to them gaining an overview. This will come in handy as they plan their strategy for the marketing department.
Have Them Meet the Team
When you hire a Fractional CMO, they are now part of the team. This means that they have to meet the team. Onboarding is when this happens. Start by introducing him or her to the most important players at the company. This includes company leadership, as well as their direct team. After the Fractional CMO meets the important players, they can eventually meet the rest of the company.
Guide Them to Important Resources
In order for the Fractional CMO to do his or her job, they need to have access to important resources. This includes any existing marketing and strategic plans, any data that has been collected related to the company, its sales, or the marketing efforts, analytics tools the company uses, and brand guidelines and other information. They also need to know that if they need more information, the door is open for them to find it without barriers.
Determine Key Metrics
Another key point to onboarding is that the Fractional CMO, existing leadership, and the team at the company need to agree on KPIs that will be used to measure success. They need an idea of what will be measured before they start their work, since everything that they do will need to be measured. After all, their ultimate goal is to help the company succeed, and this can’t be done without benchmarks.
A successful onboarding process can make or break the Fractional CMO’s time with your company!
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