CMO is short for Chief Marketing Officer, referring to corporate executive marketing leader, to provide strategies and methods that help the business grow. These people also work on marketing plans and brand recognition and improve the company’s public profile.
In smaller organizations, CMO can hold the position of Chief Marketing Technologist (CMT) too, but in larger companies and corporations, these positions are usually separate. Regarding reporting, CMT reports to CMO, and CMO reports to CEO or COO (Chief Operating Officer).
Also, some businesses need part-time marketers, known as fractional CMO solutions. Usually, marketing firms for startups provide this kind of service for new and developing companies that can’t afford employees but surely can pay for contract-based collaborations.
CMO Job Description
The CMOs, whether full-time or fractional, work on corporate and marketing strategies, branding, and customer outreach. They should be aware of the company’s politics and methods and suggest improvements when needed.
Also, a good CMO has a nice vision of where the company will be in the next five, ten, or more years and which strategy will help with that.
Finally, both full-time and fractional CMOs must know how to execute that strategy and receive the wanted brand awareness and recognition.
The job description includes the following responsibilities too:
- Developing and reviewing the creative elements of the business
- Researching the market situation
- Close collaboration with the sales department
- Directing the public relations approach
- Creating strong corporate messages
These are the primary responsibilities of a CMO startup expert, no matter the employment type. Depending on the company’s focus and industry, there can be additional tasks, or maybe fewer responsibilities too.
Why the Turnover of CMOs Is So High?
Contract or part-time employment is an amicable solution for companies that can’t work out their expenses to hire a full-time CMO. Sometimes, they only need this role for specific projects, and there is no sense in opening a full-time job position. Also, when you define the CMO job description startup responsibilities, you have to be aware of the benefits too, like:
- Getting an effective marketing strategy
- Review of your current strategy
- Someone who is paid to be focused on the market positioning of the company
- A fixed price for a specific service
- You need a new perspective on the job processes
- Lower financial risks for the startup
- No long-term commitment to the employee
- Contract-based collaboration that brings exceptional results
So, if you find this option suitable for your business, we have five tips to help you hire an excellent startup CMO.
1. Determine What Type of CMO You Need?
When you are sure you want to hire a fractional CMO, the next thing you need to decide is the kind of expert you need. Marketing roles have many aspects, including storytelling, copywriting, content marketing, public relations, market analysis, lead generation funnels, etc.
You may need a “full-package” CMO to cover a few of these aspects. Sometimes, a fractional CMO can fill up the gaps you have in your team with a nicely determined role and concise job tasks.
Some of the kinds you can keep in mind when hiring are:
A CMO startup expert is someone who knows the perks of launching a new business in a highly competitive market.
The storyteller is someone who can adopt the brand voice and spread the story to the audience, partners, and all potential clients.
The analytic CMO is someone who can perform advanced market analysis and help you create a compelling and measurable growth strategy.
2. Ask For Particular Referrals
Finding the perfect candidate can be challenging. Once you have the ideal CMO job description startup defined, you can start browsing through freelance platforms to find a suitable candidate or use the services like LinkedIn and Indeed to explore the current offer. Social media networks can also be helpful, but don’t forget to ask for relevant and specific referrals too.
The goal is to find a few candidates you can test and interview, so you can compare their skills, eligibility, and payment requirements. Surely there will be individual CMO startup candidates, but sometimes outsourcing agencies can be a good fit.
When you find one or more candidates for a fractional CMO position, you have to talk to them about their relevant experience in the industry. That way, you’ll see if they know and understand the role, making them a good fit for the position.
The traditional hiring approach can be useful through open vacancies and usual job postings. But, fractional CMOs are more likely to be found online.
3. Pick a CMO That Knows to Structure a Team
You may have a great marketing department, but when something is missing, you can quickly resolve it by hiring a fractional CMO.
They can work together, especially when an expert is needed. The in-house marketing team and outsourced CMO can accomplish much, especially when developing a general strategy or working on a particular product or service.
It also eases the job of the current marketing leader because they don’t have to multitask on different tasks. We can say that a fractional CMO can get in that “void” or “gap” that’s missing for exceptional guidance to the full-time employees. Often, these people are referred to as consultants or experts who improve the department’s overall performance.
4. Create a Fantastic Description of the Job Offer
Even experienced companies decide to fill up the open position with fractional CMO because the recruitment process is quicker. That ensures faster task delegation and practical solutions. But, the key is to write a fantastic job description, that will attract the candidates, and also help them understand the benefits of the position.
When hiring a full-time role, there are many additional expenses like sick days, paid parental leave, paid vacation days, and the CMO may still quit if there is a better offer. Freelancers and fractional CMOs are focused on the task, so they can get paid.
Sometimes, they can replace full-time positions and still be more efficient and productive.
The best thing is that many CMO startup experts accept only fractional positions. They are not interested in full-time commitment, which is great for both sides.
5. Search Advice from Marketing Professionals
Your marketing team may need fresh leadership and strategy improvement. But, an outsourced CMO can also offer to “glue” the dysfunctional marketing department with new and modern ideas, improving their working discipline. That’s a result of their professional approach.
Your business may need an urgent solution, but you can’t afford a full-time position right now. Also, these CMO startup experts know how to do data-driven marketing solutions and measure the results of the strategy.
Sometimes, CMO positions require up to 20 hours per week of dedication, so there is no reason to open a full-time job. But get ready to change your opinion on this later, especially if the business grows and needs an ongoing marketing strategy.
Bonus Tip: Make The Interview Exciting
Sometimes CEOs and managers think it’s a trend they need to try. But, before you even think about hiring a fractional CMO, you have to know why you are doing that.
Creative people dislike tedious procedures. That’s why young marketers decide to try the fractional CMO approach to get most of their skills and talents. But, the employee should make the whole process attractive and exciting for them.
Remember that fractional CMOs are getting into an already established company and should embrace the work culture. Still, they have a few weekly hours to prove they are a good fit.
So, instead of asking them the usual boring questions about formal education, previous experience, and personality traits, focus on specific issues and their way of resolving them. Instead of a formal interview, conduct an encouraging conversation to initiate dialogue. They will express everything you need to know, and it would be easier to decide who to hire.
Make sure you explain the company culture without making it sound like a fight or an arrogant attitude. A fractional CMO startup expert can easily fit into your concept if you show them it’s not dull or sterile.
Final Words
Small businesses and startups have many reasons to hire fractional CMOs, and the main one is optimized expenses for that. Ensure you have reviewed the current marketing team and are aware of the weaknesses. That will help you describe the job position concisely and attract the correct fractional CMOs to apply.
These people will become an integral part of your team. Their skills and talents can take your startup to the next level and help you establish a strong foundation in the market.
Indeed, a fractional CMO can save you a lot of money, even if they ask for a higher hourly rate or require paying by milestone. It’s a pretty manageable expense since there is no need for paid leave days and other financial obligations.
Finally, when hiring a fractional CMO, you expect a unique approach and functional solutions for ongoing campaigns and strategies. You only have to set realistic tasks and expectations, and you can easily find the right candidate to fit your fractional CMO startup position.
