Marketing consultant or fractional CMO, which is right for you?

What are the differences between a marketing consultant and a fractional CMO?

What are Marketing Consultants and Fractional CMOs?

Marketing Consultants or Fractional CMOs can be vital to any organization's success, but depending on your needs, one may be more appropriate for your business than the other. A Marketing Consultant is a creative problem-solver who specializes in specific services related to marketing and advertising. In contrast, a Fractional CMO is a strategic business decision-maker with expertise in all areas of marketing, from creating campaigns to managing marketing budgets. Depending on how much help a particular organization needs with its marketing strategies, having a direct line of advice and counsel from either can be a game changer for the growth of your business.

The Role of a Marketing Consultant

Hiring a marketing consultant is often the first step for organizations needing marketing and sales guidance. As an independent contractor, a marketing consultant typically offers strategic consulting counsel and helps businesses create action plans to reach their sales and branding goals. Unlike a fractional CMO, who is more integrated with your team, the consultant role focuses on helping identify how marketing campaigns should look, crafting specific strategies, and then identifying vendors and resources to support those plans. Depending on the agreed-upon role and responsibilities, a marketing consultant may perform some or all of your marketing activities. These roles and responsibilities should be outlined in detail in an agreement before hiring either a consultant or a fractional CMO.

Benefits of Hiring a Marketing Consultant

In an ever-evolving digital landscape, a marketing consultant's expertise can be essential for businesses looking to stay ahead of the competition and emerging technologies. Consultants can bring experience and a fresh "outside" perspective that can be challenging to find within your organization. In addition, companies benefit from their cumulative knowledge of online marketing strategies both inside and outside your industry, providing a broader perspective of what works and what doesn't in the marketing world. A marketing consultant worth their salt can make all the difference when you want to drive your business to the next level.

The Role of a Fractional CMO

The primary difference between a marketing consultant and a fractional CMO is that the fractional CMO provides internalized support to an organization, making them more accountable for the marketing strategy's success. In addition, fractional CMOs serve as advisors, providing long-term strategic planning, budgeting, and deliverables such as KPIs and analytics. With access to analytical data and candid insights, fractional CMOS can offer hands-on advice tailored to the needs of an organization's specific goals – whether related to brand promotion, lead generation, or growth in new markets. Put simply, a fractional CMO offers a higher level of leadership and accountability regarding your organization's marketing direction. 

Benefits of Hiring a Fractional CMO

Professional fractional CMO services can bring fresh and valuable perspectives to your business. They offer the kind of expertise that most organizations can't easily achieve internally due to budget or resource constraints. With their expansive branding and marketing experience, deep analytics and reporting, and strong project management skills, fractional CMO services can substantially and positively impact your organization's success. In addition, they will have the proven ability to take on company-wide campaigns and implement marketing automation strategies, content, and brand voice direction. By hiring a fractional CMO, you can reap all the rewards of hiring a traditional CMO without the added commitment and cost.

Deciding Between a Marketing Consultant or Fractional CMO services

When deciding between a marketing consultant and a fractional CMO, it's essential to research and assess your current needs. A marketing consultant can help you to understand market trends, implement strategies, and advise on specific marketing tactics. On the other hand, a fractional CMO comes on board as an essential part of your team and takes the lead when it comes to developing, managing, and overseeing an ever-evolving marketing strategy. 

Whether you choose a marketing consultant or a fractional CMO, finding the right person who knows your business needs and your comfortable working with is paramount—be sure you choose someone with a proven track record and the expertise needed to take your business to the next level. For a marketing consultant, look for a good amount of agency experience and diversity in skill sets - a jack of all trades is better than a master at one or two disciplines. For a fractional CMO, look for someone who's worked in the corporate world or may have owned and run an agency in the past. They will have a thorough knowledge of all things marketing and how it relates to running a successful business. Some marketing professionals might exhibit a "My way or the highway." attitude... avoid them. Instead, look for someone open and responsive to your needs while providing new and fresh perspectives you may not have considered to enhance your marketing efforts. There should be a solid collaborative relationship between you and them and your team, working together to maximize your marketing efforts and grow your business.

Either a marketing consultant or a fractional CMO can help you make strides toward bettering your business. A marketing consultant provides seasoned expertise and is typically less expensive than an internal hire, making them ideal for smaller organizations on limited budgets. Fractional CMOs offer more insight into long-term growth strategies that a consultant may not provide. Although fractional CMO services are more expensive, they're a "fraction" of the cost of a full-time CMO. At Bryt Idea Consulting, I can provide both roles depending on needs and budget. So if you're looking to drive leads or take your marketing and business to the next level - give me a shout, and let's explore which role is right for you!

Learn more about marketing consultation and fractional CMO services.