Skills to Look For
Ideally, a CMO will possess analytical, creative, technology, and interpersonal skills. The CMO should be involved in pricing, market research, and business development. They should have tech prowess enough to evaluate customer-facing technology such as mobile app and website user experience. (Some larger organizations hire CMTs, Chief Marketing Technologists, who report to the CMO.)
Depending on your organization’s size and resources, the CMO may handle the creative elements of the role, such as graphic design. They should oversee all content, from website content to social media ads. They should ensure your videos, white papers, and blogs are on brand and fit a strategic content plan. Do they have an editorial strategy and the ability to encourage others to meet the deadlines?
Knowledge
Your CMO should keep apprised of current market conditions and how your firm fits the landscape. Ask potential CMOs about what they read. Do they follow you and others on social media? Do they read trade publications? A diligent CMO will look for opportunities for positive press; an outside PR agency is likely unnecessary.
Technology
Today’s CMOs need to be comfortable with technology. Are they capable of adapting to new technology? Are they innovative and future-oriented? How are their digital marketing skills? It is rare to find a CMO with project development experience and business acumen or a seasoned professional who still has a pulse on technology’s evolution. Many small business owners find a CMO with the former, and a virtual assistant or intern with the latter is a good combination.
A potential CMO should have a plan for lead generation. How will they discover passive leads via search engines? How do they predict inbound leads will contact your company through content marketing? Do they propose lead forensics, active cold calling, or LinkedIn trawling? Whatever they plan, they should be able to show you how they’ll get positive results and ensure a positive ROI on your marketing spend.
Are you wondering if a Fractional CMO is right for you? Call Terra directly at 715-584-6773.