What Should a Fractional CMO Do in the First 90 Days?

Uncover the pivotal steps a Fractional CMO should take in their first 90 days to drive impactful marketing strategies. Success starts here!

What Should a Fractional CMO Do in the First 90 Days?

In this article, we'll dive into how to construct effective strategies, implement marketing plans, and prepare for upcoming challenges in the critical first 90 days.

Key Things You'll Learn:

  • Clearly define goals and objectives to set the course for success.
  • Engage stakeholders to shape the collective vision and strategy.
  • Conduct a thorough assessment of available resources.
  • Make informed decisions about resource allocation.
  • Implement revenue generating campaigns

Defining Goals and Objectives

You've got to clearly define your goals and objectives in those initial days to set the course for success.

It's like setting a compass towards your destination before you embark on an adventurous journey. In my role as a fractional CMO, this is no different.

I believe that clarity of purpose fuels innovation and driving innovation is a large part of the CMO role.

Firstly, I engage with stakeholders – from board members to employees, clients and partners – right at the onset. Their inputs are invaluable in shaping our collective vision and strategy. This inclusive process not only aligns everyone towards a common goal but also fosters a culture of collaboration and ownership.

Simultaneously, I conduct a thorough assessment of available resources because it's just as crucial as stakeholder engagement in our journey towards success.

Whether it's manpower, finances or technology infrastructure - understanding what we have at our disposal helps me make informed decisions about resource allocation.

The idea is not just about using resources efficiently and to see where the under capacity is; it's also about leveraging them innovatively to maximise their potential.

So there you have it - my frame work during the first few days involves:

  • defining clear goals,
  • engaging stakeholders actively,
  • evaluating resources critically and allocating them strategically.
  • auditing existing assets
  • mapping out a revenue growth engine [more on this follows]

Now that we've laid down this groundwork, let's move on to how we build upon this base by developing a solid marketing strategy next.

Building a Solid Marketing Strategy

In the early stages, it's crucial for us to focus on establishing a robust marketing strategy that involves a deep dive into understanding your industry landscape, conducting Competitor Analysis and laying out clear Brand Positioning.

Here are three key elements that should underpin your marketing strategy:

  1. Understanding Your Audience: You need to know who your clients are, what they want and how they behave. This involves market research, client insight interviews and surveys.
  2. Competitor Analysis: It's not enough to understand just your clients; you also need to know your competition. Who are they? What do they offer? How do their strategies differ from yours?
  3. Brand Positioning: Once you have identified your audience and understood the competition, you can position yourself in the market effectively. How do you want people to perceive your brand? What sets you apart from competitors? What's your unique point of view?

This groundwork will guide all of our strategic decisions moving forward - from offer development through to sales tactics - ensuring every action aligns with reaching our goals. A strong marketing strategy forms the backbone of any successful business venture.

But remember: planning is only half the battle. The true test comes when it's time for execution - turning these strategic insights into tangible results.

Implementing the Marketing Plan

Let's dive into how we're going to turn your well-crafted marketing strategy into a reality.

I'm talking about taking the abstract and making it tangible, setting wheels in motion that will drive your business forward.

First off, let's tackle budget allocation. I'll work with you to ensure every £ is accounted for and maximised. We'll distribute funds intelligently across different marketing channels based on their potential return on investment. We can't afford to leave any stone unturned or miss out on opportunities because we didn't allocate resources effectively.

Next up is competitor analysis. It's crucial that we understand who we're up against in the marketplace. By analysing our competitors, we get insights into what works and what doesn't within our industry. This knowledge allows us to stay ahead of the curve, adopt best practices and avoid pitfalls.

Now it's time to roll up our sleeves and get down to work - implementing the plan.

It involves coordinating the team, monitoring progress, tracking metrics, seeking feedback and tweaking where necessary.

As long as we keep focused on our goals and remain adaptable in the face of new information or changes in market conditions, success will follow.

Having said all this though, there's still one thing missing: evaluation. After all these efforts are put forth into actioning your marketing strategy comes an equally essential task: evaluating and adjusting the strategy.

Evaluating and Adjusting the Strategy

We'll need to regularly examine the results of our marketing efforts and make necessary adjustments to ensure we're hitting our targets. This process, known as strategy refinement, is critical for staying on track.

It's not just about making changes when things aren't working; it's also about enhancing what already works well.

A key part of this evaluation involves studying performance metrics. The quantitative measures help us understand where we stand in relation to our goals and identify areas requiring improvement.

Here are four key aspects to consider during strategy refinement:

  1. Performance Metrics Definition: We can't measure and review metrics unless we have clearly defined what they are. This is phase 1.
  2. Performance Metrics Review: Regularly reviewing these figures helps pinpoint successful strategies and those that could use some tweaking.
  3. Feedback Incorporation: Client direct feedback is invaluable for refining our strategy coupled with leading indicator metrics - ensuring we're meeting the market needs effectively.
  4. Trend Monitoring: Staying abreast of industry trends lets us adapt our approach accordingly, keeping it fresh and innovative.

Remember, the goal isn't perfection from the get-go; rather, it's continuous improvement through strategic refinement based on solid data analytics.

Preparing for Future Challenges and Opportunities

You're now stepping into the realm of future-proofing your business, ready to face challenges and seize opportunities that come your way. As a fractional CMO, my goal isn't just about addressing present concerns but also anticipating future ones.

I'm all about proactive problem solving and visualising market trends before they occur.

To stay ahead, it's crucial to keep an eye on emerging market trends and integrate them into our strategy. But how do we do this?

Action Description
Identify Trends Keep tabs on industry news, reports, social media chatter, and even competitor activity.
Analyze Impact Determine how these trends could affect our business both positively or negatively.
Strategise Craft plans leveraging identified opportunities while mitigating potential threats.
Implement & Review Execute the strategies, monitor progress and adjust as necessary.

This process ensures we don't just reactively respond to changes but strategically manoeuvre through them.

But being forward-thinking doesn't stop with anticipating market trends; it extends to proactive problem solving too. Issues are bound to arise in any business setting. The key is not waiting for problems to become crises before tackling them head-on.

As part of my role as a fractional CMO during the first 90 days and beyond, I will create a system that identifies potential issues early so we can address them proactively rather than reactively.

In doing so, we minimize risks while maximizing opportunities for growth and innovation.

Frequently Asked Questions

What Qualifications Should a Fractional CMO Ideally Possess?"

In my opinion, a fractional CMO should ideally have an extensive CMO skillset and proper CMO training. They've got to be versatile, understanding both traditional marketing channels and the latest digital trends.

Strong leadership skills are key, as is a strategic mindset that's always looking for innovative solutions. Experience in multiple industries can also be a big plus.

It's not just about knowledge, but how they apply it to drive growth.

What's the Difference Between a Full-Time CMO and a Fractional CMO?"

In my view, the key difference between a full-time CMO and a fractional CMO lies in their responsibilities and benefits.

A full-time CMO typically has comprehensive duties within one company, reaping all employment benefits.

In contrast, a fractional CMO works with various clients at once, offering strategic marketing guidance without being fully immersed in the organisation. Their exposure to other clients and Industries can bring significant advantages to all their clients.

How Can a Fractional CMO Effectively Communicate With the Rest of the Team?"

In my role as a fractional CMO, effective communication with the team is paramount.

My strategy involves fostering team engagement through open dialogue and strategic messaging.

I'd initiate regular weekly check-ins to understand their perspectives and ideas.

Utilizing clear, concise language, I'd ensure everyone's on board with our plan. The goal is to be able to wake someone up at 3am and ask them "what are your responsibilities this week?" to which they can answer immediately.

How Can the Performance of a Fractional CMO Be Measured?"

To measure a fractional CMO's performance, I'd use marketing metrics evaluation and performance benchmarking. I'd look at their ability to drive growth, improve brand positioning, and enhance client engagement and fees.


In my first 90 days as a fractional CMO, I've accomplished several key milestones.

I started by setting clear goals and objectives for my role. Next, I've built a comprehensive strategy that aligned with the company's overall vision. Once the strategy was in place, I rolled out the plan and implemented it across all relevant channels getting the team buy in.

Along the way, I made necessary adjustments to ensure optimal performance and likely hood of hitting revenue targets.

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