In this post (4 Reasons That Rent A CMO Makes Sense - Enterprise Value), Josh Patrick poses a sensible solution for a problem many small businesses, especially small professional service firms, have -- The firm is not big enough to support a full-time CMO but it needs those skill sets.
Josh's solution -- rent a CMO, or hire a CMO on a contract basis.
This can work for many firms IF you are clear on the following when vetting a contracted CMO:
- Their industry experience. Make sure that this person understands your industry and has a track record of success in your industry - not tangentially related to your industry.
- Their marketing experience. Some people have, say, 20 years of cumulative experience and some people have, say, one year of experience 20 times. Do you see the difference?
- Understand what kind of help you are seeking. If you just need help with a marketing tactic or two, that is a very different thing than help devising your marketing strategy based upon your business goals and then delivering a plan to meet those goals.
- Their marketing expertise. See the bullet point above. No consultant can have expertise in everything. Make certain that their expertise fits your needs.
- Realistic expectations You, the client, are the biggest part of the marketing equation. In a professional services firm, marketing is not something you can totally outsource. You have to be an active partner. Before you hire any consultant, determine what success looks like.
What have I missed in this list?
Source: Stage 2 Planning Partners Making Your Life Better Blog
As to realistic expectations. I think it is a necessity nowadays to be a partner for CMO, as this defines the success of your marketing campaign. CMO has to know everything about your business in order to market it properly. And only you know everything about it. I think CMOs have to have list of questions to ask a businessman that will reveal every aspect of his/her business.
Alex
Posted by: marketing officer | July 04, 2011 at 08:12 AM