From 2011 until early 2025 I described what I do as a Virtual Marketing Director. In Feb ’25 I made a change and started calling what I do a Fractional CMO. Here’s why that was probably not the best idea….
Fashionable
Fractional CMO, or anything fractional, has become the fashionable way to describe anyone that delivers a part-time senior service. I succumbed to this, thinking that it would drive more traffic to the website and more enquiries for my services.
Attract bigger businesses?
In all of the time since I left Managed Networks, the biggest client I’ve had employed 80 people. Charcoalblue (see the case study here) was a great project, but was always going to be short one, as part of what I did for them was show them that they needed their own Marketing Director. Perhaps deep down I wanted to pitch for more projects like that, along with the bigger monthly invoices I would be sending them.
Not any more
If you look at the header menu on this website, you will now see that the Fractional CMO page is no longer there. It has been replaced with a Fractional Marketing Director page because:
- My skillset is being a Marketing Director, helping small businesses develop and implement the right marketing strategy.
- It is the service that my target audience needs almost all the time.
Difference between the two roles
A CMO will spend almost all of their time working ON the business. They will work on the business strategy, not just the marketing strategy. They will work with the C-suite team on how the service is delivered, setting the direction the business is going and even being involved in arranging investment if needed.
Until a business is approaching £5m a year, what they really need is strong management of their marketing with some strategic guidance.
Who should work with SME Needs?
If any of the following describes your situation, let’s have a conversation soon…
- You want to grow your business, but you’ve run out of time to determine what marketing is really needed and then get it done.
- You’ve grown the business to where it is now, but don’t know what to do to continue the growth.
- You’re not happy with the marketing results you’re getting, whether from your own efforts or from agencies you’re working with.
How does SME Needs help your small business?
1. Identifying problem areas
Whilst much of your marketing may be working, some channels will be delivering better results than others. Identifying what is and isn’t working delivers some quick wins and often frees up budget for other marketing.
2. Focusing your marketing
No business sells everything to everyone, not even multi-nationals. Mapping who your Ideal Clients are and how you help them will make your marketing more effective.
3. Developing the right marketing strategy
We work with you to develop a marketing strategy that will help you achieve your business goals.
4. Delivering the marketing
Working with you and/or a set of marketing specialists, we ensure the marketing strategy is delivered successfully, ensuring you know what is happening.
When I am a CMO
Put simply, when it is needed. As I get to understand your business more, the more I can contribute:
- What does the business need to do to increase capacity?
- Are there opportunities to expand, either geographically or increasing the portfolio/product range?
- How are your clients’ needs changing?
- And more
If, working together, we identify issues that I cannot help with, there is a good chance I know someone who can and I am more than happy to make those introductions.
The Balance
For the majority of the time I work with my clients, my role is as a Fractional Marketing Director – ensuring the right marketing is done consistently and is delivering growth. For 10-15% of the time, a more strategic focus is required.
If this sounds like a solution that can help your small business, please get in touch.
