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Fractional CMO

A fractional CMO is a part-time Chief Marketing Officer, responsible for leading the marketing strategy and brand storytelling.

Startup use fractional CMO services because they do not need a full-time CMO but still require expert strategy and leadership and often enjoy the flexibility a fractional CMO provides.

The CMO role has drastically changed in the last 25 years. D2C distribution, e-commerce, splintering media, and widening responsibilities like revenue, performance marketing, content, and customer experience have re-defined the skills required for the job.

Start/scale-ups today often overlook or undervalue a fundamental, critical role of an effective CMO: competitive strategy and brand storytelling. And the business suffers because of this.

Don’t rely on inexperienced marketers to dictate your business’s overall marketing strategy.

We bring:

We can help you with the following 4 elements:

Competitive Positioning

Content Creation

Marketing Strategy

Brand Communication Architecture

Competitive Positioning

We take a fresh look at where your brand currently lives, relative to the competitive terrain and commercial road ahead.

Our mission is to carve a compelling line between deep, rich target audience insights and your product’s truths, defining the WHO, WHAT, and HOW of your brand.

This intersection is the strategic starting point for effective brand storytelling.

Content Creation

Working with creative agencies to navigate content creation and act as the brand’s communications steward is an acquired skill. Our experts offer experience on the client-side, having worked with the world’s best, big agencies combined with long experience working on the agency-side, working with leading, global brands.

We are fluent and effective with agencies specializing in brand identity, brand communications, and performance media and can perform on an interim basis with all of them to produce branded content that changes minds and moves hearts.

Marketing Strategy

You are a startup or are launching a new product or service for your business. You will need a new marketing plan for the short-term and the next few years.

Let us guide you develop marketing plans to surround prospects with communications at relevant touchpoints as well as helping salespeople close deals with assets created by Marketing.

Brand Communications Architecture

The framework for compelling storytelling is the brand’s communications architecture, intended as an enduring brand blueprint for all communications, regardless of media.

Elements include the brand’s emotional and rational benefits as well as reasons-to-believe the brand is capable to deliver the benefits. However, the most important aspect is the brand’s Promise, ideally a one-word encapsulation of the brand’s SOUL.

This intersection is the creative starting point for content, guided by the brand’s personality and its tone-of-voice.

At Finwise Bob Eck is available as Fractional CMO.