Companies set their marketing up to fail by not having their marketing team regularly collaborate with their sales team. There are several reasons for this: 1) It’s not always at the top of the minds of CEOs, 2) Dueling egos between marketing and sales keep them from speaking with each other, and 3) Some salespeople don’t respect, or are frustrated with their marketing team or agency.
Your company must have a well-oiled marketing machine to attract and win new business, grow your market share, and retain your existing customers. To build your marketing machine, you can either:
Work with a marketing agency
Build out an internal marketing department
Retain a fractional CMO
Or, find a willing employee who agrees to do some marketing when they can.
Think of your sales presentation as your grand finale pre-purchase marketing tool. All the effort leading up to the sales presentation opportunity has paid off. And although the finish line leading to a signature on the dotted line may appear to be just a few more steps away, this is precisely where a sale will be won, or lost.
In many cases, marketing has more to do with mindset than strategy. Some companies don’t take the marketing function seriously until someone internally realizes that a formidable competitor is posting regularly on LinkedIn or has some very impressive blog posts, or reads a press release about their (new) product or service.
A fractional CMO, or fractional Chief Marketing Officer, is a seasoned, experienced marketing professional who works with a company as a part-time marketing executive on a contract basis. Much like a full-time CMO, they provide strategic direction and oversight for a company’s marketing efforts, including content marketing, digital marketing, marketing campaigns, and the strategic planning process.