Business Services / Fractional CMO
Fractional CMO
A fractional CMO might be what your business needs to meet its objectives.
The role
What is a fractional CMO?
A fractional CMO is an experienced marketing leader who joins your executive team part time. At the executive level, the CMO drives a company's growth, sales and marketing strategy toward clear business objectives, such as revenue generation, cost reduction or risk mitigation.
A fractional CMO knows the full range of marketing channels and how technology fits different ways of working, and brings experience managing a range of resources and communicating with people inside and outside the business.
Signs it's time
How to know when you need a fractional CMO
- You aren't meeting your organisational or revenue goals.
- Your marketing department lacks the experience or strategy to handle market changes or new initiatives.
- Your company needs a plan for growth, but not the budget for a full time CMO.
- You are considering succession plans or the sale of your business.
- You need a team to follow through on the plan and reach your objectives.
Full time attention at a fraction of the cost
- Your business
- Other clients
Arore works with no more than five noncompeting clients at a time.
Who you'll work with
Michael P. Chenier
Fractional Chief Marketing Officer, Arore Communications
marketing experience
Michael Chenier leads Arore as a fractional Chief Marketing Officer, with over 25 years of marketing experience across a range of industries.
As a fractional CMO, he works with clients to develop marketing strategies aligned with their objectives, identify growth opportunities and implement the tactics that reach target audiences and improve return on investment.
How Arore works
What Arore does as your fractional CMO
As your chief marketing officer, Arore begins by auditing current marketing efforts and building a business development strategy and marketing plan.
Initiatives are prioritised, budgeted and resourced together, with reporting and accountability set up from the start.
Arore leads the work on positioning, differentiation, messaging and brand, developing the plans and campaigns that grow revenue from current customers, improve lead quality and support strategic initiatives such as product launches or entry into new markets.
Arore also works with your team to make sure sales procedures and presentations reflect the brand, finding weak points and improving conversion.
What the role covers
- Developing your marketing strategy, positioning and messaging
- Planning and monitoring how you take products and services to market
- Creating and managing marketing processes
- Developing your brand strategy
- Solving marketing and growth challenges
- Hiring and growing a marketing team, if needed
- Leading advertising and marketing activity
- Setting direction that aligns with company goals
- Overseeing and reporting on objectives, implementation and metrics
Questions
Frequently asked questions
What's the difference between a fractional CMO and a marketing consultant?
A fractional CMO sits in a leadership role within the organisation and, like other members of the leadership team, is accountable for both the strategy and its outcome.
A marketing consultant is typically engaged to assess a situation, develop a plan and hand it to the client’s team to carry out. A fractional CMO stays on to keep the plan on track, so teams stay aligned and results are more likely to follow. If a company is falling short of expectations, a report with no support to put it into action is unlikely to produce the change needed.
What does fractional mean in this context?
A fractional CMO is similar to a part time CMO, but the term means the CMO’s time is shared across several companies. Arore works with no more than five noncompeting clients at any one time.
What kind of companies benefit most from a fractional CMO?
Fractional CMO services suit small to medium sized businesses looking to grow revenue through targeted marketing, especially those with a small internal marketing team, or without the time, resources or expertise to run a full marketing plan on their own.
Arore’s clients typically have annual revenue above $650,000, have been in business for 10 years or more, and operate in B2B sectors such as engineering, manufacturing and professional services.
How much does a fractional CMO cost?
Arore’s fee is about 5% of a client’s annual sales or budget objectives, agreed for three, six or twelve month terms. Because it is a percentage, the fee scales with the size of the business.
Where do you work from?
Michael is based in Sliema, Malta, placing Arore within European working hours while remaining available across North American and Oceania time zones. Meetings take place by WhatsApp, Zoom or Microsoft Teams, at a time that suits you.
To take the conversation further, book a free discovery meeting.
