Should Your CMO Be Full-Time In-House or Fractional? (Monique Olan)
Want the short answer? It depends. You hate that answer, I know. “What does it depend on?” …that’s a better question, and one I can try to help answer! Like with any good recipe, it’s a mix of ingredients that will determine whether you’re baking a dessert pie or a savory pie. Or, in this case, a Fractional Chief Marketing Officer (CMO) or a full-time, in-house CMO. Why “It Depends” When triaging with a company, I look at a few different business attributes and situational details to help evaluate if Fractional makes sense: Business type (offering format, size, stage, industry, etc.) Budget (marketing, overhead, in-market, company-wide, etc.) Revenue (total, growth goal + time frame, growth legacy, etc.) State-of-marketing (status, maturity, gaps, opportunities, competitive landscape, etc.) Marketing team (composition, skill mix, gaps, maturity, efficiency, growth potential, etc.) The reason “it depends” is because it’s not just a simple answer for any of these, and the decision...