Fractional CMO
Is your marketing caught in limbo? Do you feel like half of your marketing is not working, but you are not sure which half? You are not alone.
Many businesses struggle with marketing strategy and execution. Strategy without execution is yelling into the void. Execution without strategy is a random act of marketing. A fractional CMO engagement with BSK Strategies delivers both strategy and execution.
My fractional CMO offerings are for corporate B2B and SaaS organizations that need senior-level marketing expertise without a full-time hire. During a fractional CMO engagement, you will reserve a predetermined amount of my time to focus on your business. This time could be used on any project your business needs - go-to-market refinement, new product launch, marketing campaign optimization, or anything else you can think of.
With over 20 years of experience in strategy and execution across a variety of industries and media disciplines, I have the experience your business needs in a fractional CMO for B2B and SaaS businesses.
What to Expect With a Fractional CMO Engagement with BSK Strategies
All of my fractional CMO engagements begin the same way: we scope the project together, including the goals, what internal documents, data, and individuals are available, and what deliverables are needed.
From there, I will develop a personalized timeline and budget to ensure we are aligned on the level of effort and success criteria. Once we have aligned on and signed a scope of work, we can begin the fractional CMO engagement.
Typically, the first 30 days focus on alignment: Who is our target buyer? What data do we have about this buyer, and how are we defining success? Why does this buyer care about our services? How do I attract more of these buyers? Too often, teams want to jump right to finding revenue enablement, but that is like building a house on a cracked foundation. If you do not define who you are targeting and how you will measure success, you are setting your marketing up to fail.
After this initial 30-day period, we focus on building the demand engine, automating reports, and optimizing digital marketing. I find that by focusing on the "why" to start, we will make long-term engagement much more efficient and successful. Too often, leaders focus on the outputs without considering the inputs, leading to more challenges. For instance, if you have not defined your ICP and how it will be implemented at the point of conversion, then how can you properly measure your Google Ads performance? You will end up using a metric like CPA, which limits your ability to optimize and grow your marketing program's contribution.
To learn more about my perspective and tenets for my Fractional CMO work, please read this recent blog post.
Pricing
The fractional CMO scope is bespoke to your business's needs. At a high level, the Fractional CMO packages start at $200 per hour à la carte and $150 per hour for a four-hour block. Additional discounts are available for larger or ongoing projects.
If you are looking for a marketing leader without the cost of a full-time hire, let’s book a call or email me at brian@bskstrategies.co.
Frequently Asked Questions
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For a compliance SaaS company, a fractional CMO would focus on positioning the business and enabling the sales team to grow the pipeline. Some of the areas a fractional CMO would likely focus on include market and competitor analysis, brand storytelling, sales collateral, and marketing strategy to deliver inbound leads for the sales pipeline.
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A SaaS startup should hire a fractional CMO in its early stages, when it needs to define its brand and values and does not have the budget for a full-time hire. Or, if the company is a legacy business that needs marketing guidance but will not invest heavily in marketing, a fractional CMO is important to guide advertising strategy and collateral development.
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The cost of a fractional CMO depends on the scope of the project. My fractional CMO pricing starts at $200/hour for à la carte services and decreases based on the length of engagement and your business needs.