Construction Execs, Who Leads Marketing?
I see the same pattern in construction company org charts.There’s a CEO, CFO, VPs of Operations, Safety directors, Estimating managers, and Preconstruction.And then there’s marketing. Usually, a…
Why I Started a Fractional CMO Firm, Not Another Marketing Agency
Yesterday, I sat across from a construction CEO describing his company’s challenges. Multiple business lines need attention. Legacy sales operations transitioning to digital processes. Two marketing…
Specialized Fractional CMOs Outperform Generalists
The adoption of fractional CMOs has surged by over 60% in the past five years, and for good reason. Companies that engage them see results. According to research from MogXP, organizations that utilized fractional CMOs reported an average revenue growth rate of 29%, compared to 19% for those without one. Over the past decade, the […]
What to Expect When You Work with a Fractional Construction CMO
Construction companies are no strangers to fractional leadership, especially regarding roles like CFOs, safety directors, or IT. However, as competition intensifies and reputation becomes a deciding factor in who wins work, many contractors realize that marketing can no longer be a reactive, ad hoc effort. Enter the Fractional CMO, a senior marketing leader embedded in […]
Why Most Construction CFOs Shouldn’t Manage Marketers
In the construction industry, it’s not uncommon for Chief Financial Officers (CFOs) to find themselves managing marketing departments. However, this arrangement often leads to significant challenges and missed growth opportunities. Here’s why entrusting CFOs with marketing responsibilities can be a huge mistake and what the ideal reporting structure should look like. The Misalignment of Responsibilities […]
Fractional CMO Isn’t a Fancy New Term for a Marketing Consultant
Not all marketing consultants operate as fractional Chief Marketing Officers (CMOs); the business models and scopes of these roles vary significantly. Recently, I had a conversation with a CEO I’ve known for over a decade who was curious about the “true” responsibilities of a “Fractional CMO” because he wasn’t getting what he expected from the […]
Why CFOs like Fractional Executives
In most small to medium-sized businesses, the CFO manages all non-operations departments such as Finance, HR, IT, and Marketing. As the company grows, its leadership team grows to include more specialized executives including the CIO (Chief Information Officer), CMO (Chief Marketing Officer), and potentially the CPO (Chief People Officer) or CHRO (Chief Human Resources Officer). […]
What is a “Fractional CMO”?
CMO stands for Chief Marketing Officer and a Fractional CMO is a senior marketing executive working with a company part-time (or fractional) instead of full-time. It’s really that simple of a concept; let me elaborate. As the senior marketing leader of the company, the Fractional CMO develops the marketing strategy and manages the execution of […]