Your Chief Marketing Officer has a big job. She works with senior leadership to understand the company's goals, then develops strategies and associated initiatives to move the needle on those goals. On top of that, she leads execution on those strategies and initiatives, and reports on results. Finally, she analyzes the results to optimize successes and plan future initiatives.
And there's more. Today's marketing leaders must have a solid understanding online marketing in addition to traditional marketing techniques. Search optimization, website usability, social media, audience targeting, and email are some of the new proficiencies a CMO has to have. Without a solid grasp of these, opportunities will be missed.
But not all companies have a CMO at their disposal. In the absence of senior marketing leadership, companies may employ a marketing person or team consisting of mid-level professionals focused on executing tasks that come from the CEO or other leadership. Others outsource everything to a firm or firms.
There is real value in having a senior marketing professional sitting between leadership and execution. Only an experience leader can properly ensure alignment between goals, direction, and initiatives. Further, in the same way that marketing and brand touch all parts of a business, marketing leadership should give input on products, plans, and initiatives company-wide.
Whether you plan to use an outsourced CMO for a short period, or long-term, here are some situations in which it's an appropriate solution to consider.
In my opinion, a good outsourced CMO will be focused on finding the highest impact strategies for reaching your ideal customer. This shouldn't include branding or rebranding right away. It SHOULD include strategies for messaging to more customer who resemble or have a personal relationship with your current customers.
CMO outsourcing is a new service my company, Kelly Coulter and Associates, provides to a select few companies. Depending on your needs the cost can be as low as $4500 a month. That's a hell of a savings vs. the $15K or more a full-time, in-house CMO can cost.
And there are others out there. Lots of consultants and firms are offering this service. Google it - you'll see. Whoever you use remember to check references and ask every question you can think of. Get your candidate to meet with everyone he/she will be working with, and make an informed decision.
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The last call I had in 2015 was with one of my favorite new clients, Bronxville Wellness Sanctuary in New York. I was a little nervous going in to this call because we ran a holiday campaign on Facebook promoting gift cards, and I didn't have access to the part of their system that would show me the sales. So I wasn't going to know the resulting sales numbers until I talked to them.
So, when Stephanie told me not only was the gift card campaign a success, but that their business is up 30% over last year since they started working with me in September, I was floored!
I knew that we were posting the right messages and that we were targeting the people most likely to act on those messages. But I had no idea the strategy had been this effective!
Here is what Stephanie had to say about our work together:
"Since working with Kelly on marketing, social media management and gift certificate campaigns, our business has increased 30%! Kelly and her team are easy, professional and take the time to listen to our vision while also giving us valuable feedback based on their marketing expertise. As a small business, we value this immensely. We are grateful to be partners."
Thanks, Stephanie! We value your partnership, and we are proud to call you clients and friends.
So, you have to be wondering exactly what we did to achieve these fantastic results. If you have ever done a free 20 minute strategy consultation with me you already know that I am happy to hand out free information. Here is the list of work we have done with BWS so far:
So that's the work we have done with BWS so far. And the results have been amazing.
One more thing - this year we will start looking at promoting some of the virtual energy healing services offered by Stephanie at BWS. I have done two virtual energy sessions with Stephanie and - despite the distance between us the sessions were amazing! It was like meditation on steroids. I highly recommend giving it a try!
Questions or comments? Leave them below and I will respond - or Tweet me at @KellyLCoulter. Oh, and if you learned something new from this post I would really appreciate a like and a retweet using the links below.