David Morey 
If your marketing department is struggling, or if you just need some outside perspective, you might consider hiring a fractional CMO. This type of consultant functions as a temporary marketing leader, providing your organization with insights and directives that can strongly benefit it in the long run.
But how do you choose between highly competitive fractional CMO candidates? Who will be the best fit for your organization?
Key Factors to Consider
These are some of the most important factors to consider as you compare various candidates:
· Background. What has this person done in the past? Where do they come from? What level of education do they have, and where did they graduate from? This factor isn’t everything, but it’s definitely worth considering.
· Years of experience. As you might imagine, more experienced candidates in the marketing realm are typically better than their inexperienced counterparts. Accordingly, you’ll need to consider the years of experience this person has. How long have they been in marketing? How long have they served as a CMO? How long have they been working as a fractional CMO?
· Credentials and qualifications. Investigate other credentials and qualifications this person might have. Are they certified in any important marketing areas? Have they won any prestigious marketing awards for their work?
· Past results. Similarly, you should inquire about past results. What types of clients have this person served in the past, and what progress were they able to make? Did they achieve a certain amount of revenue growth or attract a certain number of new customers? Were they able to change things around at a failing business?
· Philosophy. There are a variety of reasonable marketing philosophies to bring to the table. However, you need to make sure this fractional CMO candidate has a philosophy that is compatible with yours. Are they going to work smoothly with your existing marketing staff members?
· Areas of expertise. You should also determine the areas of expertise this person has. Have they had a long history of working with businesses in a particular industry? Do they primarily work with businesses of a certain size? Do they excel in certain types of marketing strategies?
· Availability. A fractional CMO candidate isn’t worth considering unless they’re available to you. If this person is booked up and consistently in demand, you may have to look for alternative candidates.
· Rates. Consider this person’s rates as well. Not all fractional CMO candidates are equally expensive, and many will choose to charge more if they have significant experience or skills. If you’re on a tight budget, it may benefit you to make a few compromises so you can save money on this investment. Just be sure you weigh these factors appropriately, according to your goals.
· Culture fit. Although this factor is secondary, it’s still worth contemplating; think about whether this person is going to fit within your organizational culture. Do they seem like they would get along with your team? Do they conform to your organization’s core values and philosophies?
· Communication. Good communication is a prerequisite for effective collaboration. Accordingly, it’s important to have some preliminary conversations with this person to make sure they’re going to be a good candidate for your marketing department.
Effectively Working With a Fractional CMO
Choosing a fractional CMO candidate is merely half the battle. If you want to get the most value out of this arrangement, you also need to learn to work with your fractional CMO effectively. These are some strategies that can help you in this pursuit:
· Set terms early. Consider setting terms as early as possible in the process. What are your expectations? What types of communication standards do you expect? What are your goals, and how are you going to work together to achieve them? If there are any ambiguities or points of confusion about what your relationship will be, now is the time to resolve them.
· Maintain an open dialogue. Although it’s important to communicate proactively and promptly, it’s also important to continue communicating throughout your relationship. Maintain an open dialogue as you continue collaborating.
· Be open to new ideas. You hired this fractional CMO to get their ideas and perspectives, so take those ideas and perspectives seriously. Always remain open to new insights and new directions. Otherwise, you may end up saddled with the same mediocre results you were previously unhappy with.
· Reassess and adjust. Take the time to reassess and adjust if necessary. For example, if you’re not seeing the results you hoped for or you’re not satisfied with communication, take a step back and make changes to your working relationship.
There’s no guarantee that you’ll be able to find a truly perfect fractional CMO candidate. But if you weigh these factors carefully and build your working relationship appropriately, this could be a powerfully beneficial investment for your marketing department in the long run.
