The fast growing fractional CMO model

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Marketing and media management is increasingly complicated where achieving exceptional marketing results requires specialists. Often times, a Marketing Director is the next step for growing businesses that need a higher level of strategic marketing and sales support. Many mid-sized companies cannot afford a CMO, which has led to the new model of fractional CMO. I recently met Sheila Kloefkorn, founder of award-winning KEO Marketing, and an authority on the concept of fractional CMOs.

Robert Reiss: What led to the growing popularity of fractional CMOs?

Sheila kloefkorn: “Digital marketing gets more complicated every day and it is often difficult for an organization’s internal marketers to be experts in all aspects of marketing. This is where a fractional CMO comes in to act as an extension of a company’s team, increasing the skills and expertise of their internal talents. A part-time marketing director or vice president of marketing can give you the expertise and strategy of a full-time marketing director without the cost of a full-time position. So if businesses don’t have the resources they need to staff a full in-house marketing department or to act quickly enough to support their growth, a fractional marketing team plus CMO can step in and bridge the gap. They can often take advantage of this concept of a part-time executive and team for about the same cost as hiring a full-time marketing manager.

Reiss: How has the pandemic impacted this concept?

Kloefkorn: “COVID has accelerated the shift from conventional advertising to digital marketing. With this change has come an increase in the costs and complexity of digital advertising for business owners. More and more businesses need a guide to help them navigate the changes caused by the pandemic. During the pandemic, companies with a split CMO by their side actually had the expertise they needed with capabilities beyond digital marketing that helped them survive tough times. “

Reiss: What’s an example where you were a fractional CMO?

Kloefkorn: “A nationwide commercial cleaning company where I was their fractional CMO faced significant challenges during the pandemic. Most of their activities have focused on the education market. When COVID hit, schools closed and their cleaning business in this industry shut down. As a fractional CMO, I was able to help the company reposition and innovate its brand message. Part of the program took advantage of the deep cleaning and disinfection needed in healthcare. Their incomes were restored and eclipsed pre-COVID levels within months. Now, with the return of the schools, they have much more activity and market penetration in both sectors. “

B2B Marketing Agency | Inbound and outbound marketingFractional Marketing Manager


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