Using a Fractional CMO to Navigate Change
Categorized in: Fractional Marketing, B2B Digital Marketing
When it comes to B2B marketing, it is all too easy to get stuck in our routines. We know what we need to do, right? On some level, being able to put many of these marketing tasks on autopilot is an important part of running a successful strategy. On the other, being on autopilot can make us blind to the need for change. We put one foot in front of the other and don’t consider if this really is the best strategic choice.
So, how can we move past this resistance to change? Well, a Fractional CMO is perfect for this because they can see things in a different way, develop a new strategy, and oversee and facilitate the change. Sometimes, change is needed, but it’s difficult to do it ourselves. Here’s a look at exactly how a Fractional CMO can help.
Gain Fresh Perspectives
Sometimes, behaviors, habits, and processes are so ingrained that it’s impossible to see what needs to change. It’s easier to put one foot in front of the other and continue to do what has always been done. Well, this is a good attitude to have if things are going well and working as they should. However, this level of consistency can cause an unwillingness to change to develop.
The reality is that you can’t do the same things and expect a different result. You have to change. If you can’t see how to change or figure out to do it, you need to bring in a third party to assist with this. That is why many companies opt to hire a Fractional CMO to take care of this by assessing the existing strategy, analyzing data, developing a new strategy, and overseeing the implementation of it.
Engage in Strategic Planning
It’s all too easy to become complacent when it comes to marketing. The scenario outlined above is fairly common. On the one hand, it is great to be so consistent. On the other, consistency without strategic planning won’t really get you very fair. You need both, but you need to have a viable strategy in place in order for marketing to help you achieve your goals.
That is why you need to constantly be in a mindset of strategic planning. The problem is, most companies don’t have the resources to do this. Personnel is devoted to getting the day-to-day tasks done. The issue is, strategy needs to always be at the forefront. That’s why it might be easier to hand this over to a Fractional CMO. They can work on the strategic portion while also empowering existing staff to get the work done. But in this scenario, they’ll be getting the right work done.
What happens when marketing has proper leadership? Simply put, they are able to stay adaptable. They can pivot and make changes when needed. This fluidity and adaptability allow marketing to adapt in a way that will allow the company to be successful faster, and this is all made easier when a Fractional CMO is around to oversee it.
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