FRACTIONAL CMO SCOPE

A fractional CMO does everything a Chief Marketing Officer would do for a company. The only difference is that they are working on a part-time basis to provide you with a more affordable solution to achieve top-tier leadership for key phases of customer & sales growth. The scope of their work covers the following broad categories:

• Marketing Leadership: executive leadership, hire teams, develop organizational structure, improve processes

• Marketing Strategy: target market, value proposition, pricing

• Customer Acquisition: digital marketing, website & traditional media (tv, print, radio)

• Customer Retention: loyalty programs, community & customer service

• Brand-building: brand strategy, brand identity, messaging, positioning

• Training Teams: ensure your teams have the expertise they need to succeed

• Measuring Results: overall business growth & per marketing channel

Marketing Leadership

Fractional Chief Marketing Officers have a seat at the Executive level, in order to ensure they have visibility of & influence over the company’s growth strategies. Froghop Digital has the executive presence to present marketing strategies & organizational plans to investors or corporate boards.

A critical role for any Executive is to lead their teams, which includes providing a vision for the organization, as well as building the team. Your CMO will recruit & hiring the best team for your business, knowing the importance of people in driving results and influencing culture. A less-well understood part of driving growth can be found in creating the right organizational structure for your business. There is no one-size-fits-all approach. Do you have the most critical team members in place for key phases of growth? Are you clear on the roles for the next wave of hiring? Once you have a grand vision, you can gain confidence that you are building for the future.

In addition to building the right organizational structure, companies also need to establish scalable processes. This is often left to junior team members or is completely ignored, resulting in a lack of efficiency & scalability. This is one of the key factors that can often prevent a company from going to the next level, as their teams get stuck doing the same thing they’ve always been doing, with no time to invest in growth initiatives. Froghop Digital provides a senior marketing leader that has a broader vision of success-drivers is well-positioned to lead these initiatives.

Marketing Strategy

Companies often seek “growth hacking” or quick marketing wins when they are budget-constrained. However, if there’s not a long-term strategy in place, this often results in wasting money on the wrong marketing channels and the wrong target customers. A well thought-out marketing strategy that is aligned with the company’s business objectives will generate sustained growth. Froghop Digitals’ fractional CMOs have led companies of all sizes and is able to find quick wins, while setting companies up for long-term marketing growth.

Customer Acquisition

By evaluating a company’s media mix, a marketing leader is able to ensure customer acquisition is happening strategically and in a way that’s aligned with business objectives - whether those objectives are brand-building or direct response. Finding the right media mix is always and art & a science that requires constant oversight, testing and measurement. Often companies have marketing agencies managing this mix, but agencies may be limited by their scope of services. Further, agencies need to be managed to ensure they are delivering results that align with business objectives. Your fractional CMO can serve as this oversight either for marketing agencies or for internal marketing teams.

Customer Retention

Frequently, companies focus on customer acquisition at the expense of customer retention. Often, there can be much bigger business gains to be achieved by retaining existing customers. Customer retention can be achieved in a variety of ways ranging from “surprise & delight” experiences with your brand to loyalty programs. Customer Service is another critical arm of customer retention that is often overlooked. Your fractional CMO will help you identify key areas of focus, while building programs to achieve those goals.

Brand-building

Young companies often create a logo and identify a target market, then consider branding done. Brand-building can only be achieved when there is a broader strategy. Does your product resonate with the customer you’ve chosen? Are you truly differentiating yourself from your competitors? Do you have different messages for different target markets? Is your tone & voice being consistently applied across your marketing materials? Even more mature brands need to overhaul their brand to ensure it’s still relevant with changing market conditions.

Training Teams

FrogHop Digital trains marketing teams to apply a more strategic approach to enable stronger long-term business performance. There are a variety of tools in both the digital and traditional marketing toolset. However, when these tools aren’t used strategically, marketing investments can be wasted. Our goal is to provide a strategic framework for marketing projects and guide teams in setting up a marketing infrastructure for testing and optimization. In partnership with your Chief Marketing Officer from Froghop Digital, you’ll learn which digital marketing channels have untapped potential and how to apply them to achieve your goals. Marketing success is achieved by combining a strategic approach with an ongoing method of testing and learning to optimize performance for your products & services, your industry, your customers and your business.

Measuring Results

Your company is measuring some results, but may not have established key performance indicators that are providing the right insight to the health of the company. Alternatively, you may not have invested in some key measurement tools. Your fractional CMO can help ensure you have identified the right performance metrics for the marketing team and the executive team to evaluate marketing success.

FRACTIONAL CMO OVERVIEW

Seeking senior marketing leadership to help you grow, but unable to afford that level of leadership at the current stage of your company growth? Perhaps you recently lost a marketing leader or need senior leadership to present to your Board.  That’s where a fractional CMO comes in. 

You can bring us on to create a strategic plan that junior marketers can execute. Alternatively, you could bring us on part time for 10-20 hours a week, where we serve as a member of your team to provide strategic guidance and marketing leadership over a longer period of time.  You pick the model and we’ll partner to drive efficient growth. 

WHEN DO YOU NEED A FRACTIONAL COM?

There are a variety of circumstances that could lead a company to hiring a fractional CMO. Here are some examples:

• Start-up that needs marketing leadership, but can’t afford top-tier talent full-time

• Marketing organization that evolved organically, but doesn’t have strong leadership

• Gap in CMO Leadership due to departure or leave of absence

• Uncertain market conditions may result in a company not being ready to up-level or or hire a full-time CMO. Yet, you know that it’s critical to invest in strategic leadership to guide you to the next level.

BENEFITS

• Top-tier talent that fits within your budget

• Marketing leadership that partners with your Executive Team

• Flexibility to hire by project, milestone or short-term contract without committing to a cost that will be on the P&L for an indefinite period of time

• Ability to scale your leadership strategically as your business grows

COST-SAVINGS

The median salary for a CMO in Boulder, Colorado is $255K per Salary.com (July 2021). Bonuses can range from 25%-30%+ and the value of benefits are generally 20% or more. Then, you’ll have long-term compensation in the form or equity like stock grants or stock options. Finally, large companies often have signing bonuses for senior executives. This should help you quickly see the investment your company would need to make for a full-time executive. The opportunity for cost-savings with a fractional CMO is clear. Get a quote today.