In my career as an interim or “fractional” CMO, I’ve turned around corporate marketing business development for all types of technology service providers, including data center providers, software companies and managed service providers (read more about how on-demand CMO leadership can solve your budgeting blues).
Based on my experiences, I’ve narrowed down the five most critical steps to a successful engagement. In a recent post, I discussed Step 1: Listen and Learn (read blog now). In this blog, I’ll discuss step two of five steps to a successful fractional CMO engagement, Invite Opinions.
Step 2 of the 5 Steps That Make or Break Interim CMO Engagements
By supporting your interim CMO in these five critical steps, you’ll build a solid foundation for the work to come. To be successful, the interim CMO must:
2. Invite opinions. Mutual success depends upon an open and collaborative working relationship. This is the best way to avoid misconceptions and mis-information that could otherwise derail progress.
I like to create an environment that encourages and rewards participation. My goal is to show team members that I respect what they think; that it’s safe to express their opinions. On a practical level, that openness comes in handy when I’m looking for answers.
As a fractional CMO, my goal is to provide as much value as possible during my short-term assignment. This only works when I incorporate everyone’s insights to build the strongest marketing recommendations, team and coalitions possible.
What are the 5 Steps? I’ll cover each in future blogs…
1. Listen and learn
2. Invite opinions
3. Diagnose, then make a plan
4. Secure early wins
5. Build a team and coalitions
Is your company ready for a fractional CMO? Read Hottest Employment Trend for 2018: On-demand Execs and find out, or contact Laurel Bay, a Fractional CMO agency for a free consultation today.
About Laurel Bay
Laurel Bay Marketing is a fractional CMO agency for tech, run by a tech. Our mission is to help service providers of all sizes increase revenues and strengthen their market, product and sales presence. Because we are technology experts in the services industry and because we have years of marketing senior leadership under our belts, Laurel Bay Marketing offers the winning one-two punch that can help you quickly and expertly achieve greater visibility with a differentiated portfolio and positioning, generate revenue with clutter-busting lead generation, and provide a return on your investment. Laurel Bay was purpose-built for service providers just like you.
Laurel Burton, Founder of Laurel Bay Marketing