When selecting a Fractional CMO, you obviously want to base your decision on a number of factors, such as:
- their experience as a marketing leader
- their expertise within marketing
- their marketing process
- their system of working with other companies as a Fractional CMO
- their recommendations as to how they propose to work with you in a marketing function
- their business model
Considering the capabilities of potential CMOs is a crucial step in the process. You’ll need to determine if your CMO has the capability and expertise necessary to manufacture your product. To do so, consider their expertise and experience. You will not want to be the trial run for your CMO, so inquire about previous experience.
Ask for referrals, read research and reviews, or consider hiring a consultant to help evaluate CMOs. You should also request that your CMO share what kind of key performance indicators they have in place and about their success in meeting client expectations.
When reviewing their expertise, you’ll want to make sure it is in the realm of what you need. This shows they can complete similar needs to your own. But don’t just assume they have the right capabilities based on what they’ve done previously. You’ll still need to be upfront about exactly what you are looking for to make sure they meet your individual expectations and requirements.