What Traits and Skills Make for a Great Fractional CMO?

A fractional chief marketing officer (CMO) works part-time, but their specialized marketing expertise benefits companies for the long run. FCMOs bring an external perspective and fresh insights to your campaigns and can pivot quickly to match changing market conditions.

A fractional CMO is a valuable asset for any business, but finding the best fit for your business can be tricky. This guide is about the following points:

• Traits and skills of an FCMO
• Hiring process: steps to find the right FCMO

Learn the steps in hiring the best fractional CMO. These strategies guarantee excellent results. Let’s go!

Wondering what a Fractional CMO can do for your business? Watch this video below.

Traits and Skills of the Best Fractional CMO

Fractional CMOs possess a combination of soft and hard skills to help them excel in their role. They have the following key traits and skills:

• Strategic thinking. The best fractional CMOs are strategic thinkers who can align marketing efforts with the overall business goals. They utilize complex marketing strategies to develop plans that drive sustainable growth.
• Strong communication skills. Effective communication at multiple levels is critical for a fractional CMO. They must communicate marketing strategies to the executive team and the marketing staff. Their strong communication skills allow them to effectively build relationships with stakeholders, clients, and marketing partners.
• Analytical skills. Fractional CMOs need strong analytical skills to make data-driven decisions. They can assess marketing metrics and return on investment (ROI) to adjust strategies for optimal results. FCMOs are proficient in tools such as Google Analytics and marketing automation platforms.
• Industry expertise. An expert FCMO deeply understands the specific industry to which the business belongs. They are familiar with industry trends, competition, and customer behaviors to create effective marketing strategies.
• Adaptability. The best fractional CMOs stay current with the latest marketing technologies and trends. They can adjust strategies when necessary to remain competitive.
• Leadership and team management. Fractional CMOs lead marketing teams; having oversight and team management skills are critical to their roles. They motivate and guide their teams toward achieving various marketing objectives.
• Budget management. Fractional CMOs manage marketing budgets efficiently. They allocate resources to activities that yield the best results and show a strong ROI.
• Creativity and innovation. They think creatively and develop innovative marketing campaigns. Fractional CMOs can differentiate their company by creating unique and engaging marketing strategies.
• Client-centric approach. An FCMO understands the customer journey and puts the customer at the center of marketing efforts. They focus on creating exceptional customer experiences that promote loyalty and retention.

The best fractional CMO possesses all of these skills and can put them to use for your company. This helps them to lead practical marketing efforts that lead to business growth and success.

How to Hire the Right Fractional CMO

The general hiring process for an FCMO involves the following steps:

   1. Define Marketing Needs

Before looking for an FCMO, businesses should outline their marketing goals and objectives. They must assess their current situation and their business objectives, identifying the most pressing marketing challenges.

Here are strategies to clearly define marketing needs:

• Define specific, measurable goals and key performance indicators (KPIs) such as customer lifetime value (CLV), customer satisfaction, net promoter score (NPS), repeat purchase rate, and brand engagement.
• Outline the skills and expertise required for both short-term and long-term needs.
• Ensure the fractional CMO's approach aligns with the company's culture and values.
• Work with legal counsel to create a well-defined contract outlining responsibilities, deliverables, timelines, and other essential terms and conditions.

Once they understand the business needs and expectations, they are ready to find the right fractional CMO for them. 

   2. Assess Industry Experience

Companies searching for a good fractional CMO must consider the candidate’s expertise relevant to their respective industry. Doing so ensures they can effectively navigate their sector's unique challenges and opportunities.

The following techniques should help evaluate an FCMO’s industry experience:

• Review past work and projects, especially those relevant to the industry. Ask for case studies, examples or references.
• Assess the candidate's connections within the industry.
• Ask targeted questions related to the industry. This can gauge the candidate's familiarity with industry trends, competitors, and customer preferences.
• Ask the candidate to share industry-specific marketing strategies they've implemented. Evaluate the effectiveness and relevance of these strategies in meeting the company's objectives.

This will ensure that companies can choose someone who has the knowledge and skills necessary to excel in their specific industry.

   3. Check Candidate’s References

Contact the candidate’s references to check their past performance, including their ability to work effectively with other teams. This ensures they can meet the company’s expectations and help them achieve their marketing goals. Companies can make the most of a candidate’s references using these techniques:

• Request references from the candidate directly related to their recent marketing work. Use these references to gauge their industry experience, flexibility, and performance.
• Develop a list of questions tailored to the candidate's role and business needs. Ask about the candidate's performance, communication skills, and ability to meet deadlines.
• Contact multiple references for a well-rounded view of the candidate's capabilities and work history.
• Request concrete examples of achievements and results in previous roles.
• Pay attention to any red flags or inconsistencies in the feedback from references.

Checking references thoroughly can provide valuable insights into the candidate's suitability for the fractional CMO role.

   4. Evaluate Communication Skills

During the hiring interviews, take the opportunity to assess the candidate’s communication skills. A fractional CMO must be able to communicate effectively both inside and outside the company. When reviewing their written work, such as marketing plans, reports, blog posts, or social media content, look for clarity, coherence, and the ability to convey complex ideas.

Here are more ways to evaluate an FCMO’s communication skills:

• Ask open-ended questions that require detailed responses. Evaluate their ability to articulate thoughts, explain clearly, and communicate marketing strategies.
• Present hypothetical scenarios or real-life marketing challenges and ask the candidate to explain how they communicate solutions.
• Evaluate their ability to listen attentively during interviews by noting their responses to questions and whether they ask follow-up questions.
• Ask for a brief presentation to evaluate their skills, including their ability to engage the audience and convey information.

Effective communication is essential for fractional CMOs. They need to collaborate, present ideas, and influence stakeholders to achieve marketing objectives.

   5. Consider Flexibility

A fractional CMO must be adaptable and be able to scale services up or down according to the company’s evolving marketing requirements. Businesses must ensure the candidate can adapt to their changing needs. Consider these best practices to assess flexibility when hiring a fractional CMO:

• Inquire about the candidate's experience working in different industries or with various types of businesses.
• Determine whether they can accommodate part-time, remote, or on-site work as the business needs.
• Ask the candidate to describe instances where they had to pivot or adapt their marketing strategies due to unexpected challenges.
• Contact references to inquire about the candidate's adaptability and ability to work in dynamic environments.
• Pose hypothetical scenarios related to changing marketing priorities and budget constraints.

Summing Up

Considering these soft and hard skills and traits, you can ensure that a fractional CMO is the best fit for your business. It takes dedication and time to find the right FCMO, so don't skip a step in the hiring process. All these strategies ensure you are hiring the best FCMO for your business needs.

Learn more about FCMO qualities and simplify the hiring process with the experts in the industry. Contact Digital Authority Partners (DAP) today.