The fractional CMO is a professional who is brought to a startup and who can give direction to the sales and marketing efforts without joining the full-time team. But what of a fractional CMO that can be assumed on a part-time basis can anyone tell what the position entails in the first few months? For this article, we will examine the main objectives of a fractional CMO in their 30, 60, and 90 days on the job. This playbook will then arm you with the knowledge you need to see how the results can be sustained and provide a stable foundation.
The First 30 Days: Understanding and Assessment
Barely a month on the job, the first 30 days are very critical for a firm to lay a foundation when engaging a fractional CMO. Judging from their core responsibility, their primary duty at this stage is devoted to figuring out the company’s business and brand and the market that they operate in as well. The primary objective of this task is to acquaint with the objectives of starting a new company and its opportunities and threats, as well as its advertising campaign at the present stage.
A fractional CMO in a company will need to have an understanding of the firm’s marketing strategy and plans for current and future marketing campaigns as well as the marketing endeavors that the fractioning has already embarked on to have that feel of the marketing endeavors that are considerate and those which are tractable. They will look at the current brand positioning on the market and consider if it is enough or suitable for the vision of the startup.
This period can be considered to be a time of introduction between the characters or introduction of the characters to one another. This position of the fractional CMO will entitle the CMO to be in touch with the heads of the company, including the CEO, the founders, and other members of your teams. The first 30 days’ evidence suggests that they should be able to assess how the company is placed and what adjustments should be made to propel it forward.
The Next 30 Days (60-Day Mark): Strategic Planning
After the fractional CMO has acquired enough information, the next 30 days are dedicated to planning. At this stage, they will leverage the findings of the first month to create a perfect marketing strategy for a startup.
In this phase, the fractional CMO would likely begin articulating certain targets (in terms of certain metrics known as KPIs: Key Performance Indicators) for the marketing initiatives. This could be in the form of site visits, number of leads, and conversion ratios. They are also likely therefore to begin investing in marketing automation to enable efficient undertaking of the activities as well as monitoring of the effectiveness.
It will also help them in shaping the marketing team to increase efficiency, by defining roles and responsibilities. The fractional CMO may alter the organization of the marketing department or suggest other employees to be recruited to the department if necessary. A good marketing plan should be developed which includes goals and objectives that could be measured during the first 60 days of the campaign.
The Final 30 Days (90-Day Mark): Execution and Optimization
By the 90th day of a fractional CMO scenario, everyone is hoping for results: It is time to execute the plan. After having the strategy in place, they will transform their efforts towards coordinating and running through campaigns, data monitoring, and analysis for adapting change in terms of effectiveness.
The fractional CMO will then apply this marketing strategy by relaunching the different campaigns used and adjusting the existing messages preparing the social media platform to showcase the general branding the startup wants. Still, they will monitor the performance data to check the effectiveness of such strategies and adapt if something is not productive.
Overall, through the 90 days, the fractional CMO will have put in place efficient strategies and marketing activities for a startup which will ensure it attains early-stage growth.
Measuring Success and Looking Ahead
Like in any other company, starting one is not easy and does not take a short time to be successful. Still, after 90 days, a fractional CMO should not lack what it takes to record some level of achievement. They shall monitor the success of their campaigns and how to correct strategies if the need arises. First of all, the objectives of the first 90 days are the build-up of brand recognition, the generation of more leads or the enhancement of overall customer interaction.
The idea here is that the fractional CMO will have to monitor and optimize the marketing approach to ensure the long-term sustainable success of the team. Their responsibilities will change with the development of the company, nevertheless, the work they did in the first three months would create a good basis further on.
Conclusion
The first ninety days for a fractional CMO in a startup company entails learning and processing the business environment and planning and deploying the right strategies and campaigns to deliver impact. It will be pertinent to state that these early days are enlightening for the initiation of the fundamental framework of the longitudinal marketing plan of the startup. Since such a CMO position will be filled by the right person with the essential strategies decision-making processes and data, the position must make a difference for the startup company quickly and effectively.
