Meet Your New Fractional CMO, John Bertoli
Award Winning
Won multiple International Marketing & Communications Association awards for the development and optimization of websites.
Results Oriented
Increased website leads 800%, organic traffic 300%, referral traffic 550%, pipeline 1800%, revenue 165% at various organizations.
Automation Expert
Certified in Marketo, Eloqua, Pardot and served as administrator for Salesforce, Zoho, and Hubspot.
Focused Leadership
Proficient in optimizing and transforming marketing teams from unmeasurable resources to revenue aligned.
What is a Fractional Chief Marketing Officer?
A Fractional Chief Marketing Officer (CMO) is a senior-level marketing executive who provides part-time or project-based marketing leadership and strategic direction to organizations. Fractional CMOs typically work with small to mid-sized businesses that may not have the resources or need for a full-time CMO.
The role of a fractional CMO may vary depending on the organization’s needs, but they generally oversee the development and implementation of marketing strategies, manage marketing budgets, and lead marketing teams. They may also be responsible for developing brand messaging and positioning, identifying target markets and customer segments, and evaluating marketing performance metrics.
Fractional CMOs are typically hired on a contract basis and may work remotely or on-site. They offer businesses the flexibility to access high-level marketing expertise without committing to the expense of a full-time executive.
Who Needs a Fractional CMO?
If you’re struggling to generate leads digitally, your marketing department isn’t aligned to revenue or growth, or your “marketing person” isn’t getting the job done, it may make sense to look for outside support to get your marketing efforts back on track. With marketing budgets rivaling IT budgets and marketing being ever more tied to revenue and organizational growth, your marketing department needs to be firing on all cylinders.
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Signs Your Company Needs a Fractional CMO
You are not meeting your sales targets
If your company is struggling to meet sales targets, it may be an indication that your marketing strategy is not working. A Fractional CMO can help you develop a more effective marketing strategy that will drive sales.
You lack in-house marketing expertise
If your company does not have in-house marketing expertise, you may benefit from the expertise of a Fractional CMO. They can provide the leadership and strategic direction needed to execute a successful marketing strategy.
Your marketing efforts are not producing results
If your company's marketing efforts are not producing the desired results, it may be time to bring in a Fractional CMO to evaluate your strategy and make recommendations for improvement.
You are launching a new product or service
If your company is launching a new product or service, a Fractional CMO can help you develop and execute a successful marketing campaign to generate interest and drive sales.
You are considering a rebrand
If your company is considering a rebrand, a Fractional CMO can help you develop a new brand strategy and messaging to effectively communicate your brand to your target audience.
You need to develop a digital marketing strategy
If your company has not yet developed a digital marketing strategy or is struggling to execute one effectively, a Fractional CMO can provide the expertise needed to develop and execute a successful digital marketing strategy.
Fractional CMO Scope of Work
A Fractional Chief Marketing Officer (CMO) operates on a part-time or project basis, providing strategic marketing leadership to businesses without the need for a full-time executive. The scope of work for a Fractional CMO can vary depending on the specific needs and goals of the organization. A Fractional CMO’s scope of work is dynamic and adaptable to the evolving need of the organization. By providing strategic leadership, expertise, and a focus on results, a Fractional CMO plays a crucial role in driving marketing success for businesses.
The Fractional CMO’s scope of work encompasses a wide range of strategic initiatives, reflecting the dynamic nature of the marketing landscape. By addressing these diverse aspects, a Fractional CMO contributes significantly to the organization’s growth, competitiveness, and overall marketing success.
How Long Does It Take to Onboard a Fractional CMO
The onboarding process for a fractional Chief Marketing Officer (CMO) can vary depending on the specific needs and goals of your company. However, the following are some general steps that may be involved in onboarding a fractional CMO:
Assessment
The first step in the onboarding process is to assess your company's current marketing situation and identify the areas where a fractional CMO can provide the most value. This may involve reviewing past marketing performance, identifying marketing goals, and determining the scope of work for the fractional CMO.
Vendor selection
Once you have identified the scope of work and requirements for the fractional CMO, you will need to select a vendor. This may involve reviewing proposals from multiple vendors, conducting interviews, and negotiating a contract.
Kickoff meeting
Once the vendor is selected, you will need to schedule a kickoff meeting to introduce the fractional CMO to your team and establish goals, timelines, and expectations. This meeting will also provide an opportunity for the fractional CMO to learn more about your company's culture, values, and marketing history.
Planning and strategy development
The fractional CMO will work with your team to develop a marketing plan and strategy that aligns with your company's goals and objectives. This may involve conducting market research, analyzing customer data, and developing a content marketing strategy, among other activities.
You are considering a rebrand
If your company is considering a rebrand, a Fractional CMO can help you develop a new brand strategy and messaging to effectively communicate your brand to your target audience.
Implementation
Once the marketing plan and strategy are developed, the fractional CMO will work with your team to implement the plan. This may involve launching new campaigns, optimizing existing marketing channels, and measuring and analyzing results.
The length of the onboarding process for a fractional CMO can vary depending on the complexity of the project, the vendor’s availability, and the size of the team involved. However, onboarding typically takes several weeks to a few months to complete. The important thing is to establish clear communication and expectations from the outset and work closely with the fractional CMO to ensure a smooth transition and successful outcome.
Financial ROI of Hiring a Fractional CMO
Calculating the financial return on investment (ROI) of hiring a fractional Chief Marketing Officer (CMO) can be challenging, as the benefits of outsourcing marketing expertise can be difficult to quantify. However, there are several ways to estimate the ROI of hiring a fractional CMO:
Cost savings
One of the most immediate benefits of outsourcing your marketing department is the cost savings. Hiring a full-time CMO can be expensive, especially for smaller companies, while a fractional CMO can provide the same level of expertise at a lower cost. You can estimate the cost savings by comparing the cost of a full-time CMO to the cost of a fractional CMO.
Increased revenue
A fractional CMO can help your company develop and implement effective marketing strategies that drive revenue growth. You can estimate the potential increase in revenue by analyzing past marketing performance and projecting the impact of improved marketing strategies.
Improved efficiency
Outsourcing your marketing department can improve efficiency by reducing the time and resources required to manage marketing activities. You can estimate the efficiency gains by analyzing the time and resources required to manage marketing activities in-house versus outsourcing to a fractional CMO.
Access to specialized expertise
A fractional CMO can provide specialized expertise in areas such as market research, brand development, and digital marketing. You can estimate the value of this expertise by comparing the cost of hiring a full-time expert to the cost of outsourcing to a fractional CMO.
Overall, the financial ROI of hiring a fractional CMO will depend on the specific needs and goals of your company. By carefully evaluating the potential cost savings, revenue growth, efficiency gains, and access to expertise, you can estimate the financial benefits of outsourcing your marketing department to a fractional CMO.
