5 Things I Don't Do for Tech Startups as a Fractional CMO
If you follow the Arch Collective blog, you’ll have seen some of our popular posts on what a Fractional CMO (chief marketing officer) does, and why so many tech startups need this level of support.
However, I realized that one thing I haven’t highlighted yet is what I don’t do. What do I avoid and how do I protect my time to make sure I’m working effectively for my clients?
1. Managing Client Load: I Don’t Take On Too Much
As a Fractional CMO supporting startup marketing, I move from company to company, sharing expertise and honing strategies. However, if I spread myself too thin, I can’t provide firms with the focus they need. That’s why I don’t take on more than three clients at one time so I can provide the time and commitment needed to produce results.
2. Client Assessment: I Don’t Work with Clients Who Don’t Value Marketing
If a client has taken on marketing experts to tick a box rather than to gain genuine value, that’s a red flag. Likewise, if I ask a startup founder or leader to describe their value proposition or target audience and they shrug and say that’s my job, I’ll most likely walk away. Startups must understand the value of marketing and that they have to provide plenty of input to make it work: They get out what they put in, plus the boosted growth that comes with my expertise.
3. Honesty: I Don’t Sugarcoat Messages
As an executive-level marketer, it’s vital to be upfront about changes that need to be made. Startups that just want me to tell them what they want to hear? They should not hire me or my team. However, startup leaders who can listen with an open mind and the will to make transformations will find success via my methods.
4. Setting Expectations: I Don’t Make Magic!
There is no silver bullet when it comes to startup marketing. The best campaign in the world won’t turn game-changing profits overnight or generate hundreds of thousands of leads in a day. I never set the expectation that results are instantaneous. Having said that, my pace as a Fractional CMO is intense and I do get results fast, as many of my clients have experienced.
5. Marketers are Human: I Don’t Always Get it Right
Marketing is both a science and an art. Data-driven continuous improvements combine with creativity and a flare for understanding people, businesses, and their needs. However, all sciences are prone to flaws and every art form is subjective. The bottom line? I don’t always get it right. If marketers knew the exact formula for success, then every company would be successful all the time.
What’s vital is that when a campaign doesn’t quite go as planned, I learn from it, pivot, and improve. Plus, I show my clients how to do the same, so no time is wasted persisting with plans that simply won’t work.
Final Word
The Society for Human Resource Management (SHRM) recently reported that the hiring of Fractional Executives is on the rise. Companies recognize the benefits of leveraging C-Suite expertise at a much smaller budget than needed for hiring a full-time CMO. If you want to see those benefits in action at your own tech startup, book a 15-minute introductory call, and let’s find out if we’re a good fit.
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