How to Evaluate and Improve Onboarding with a Fractional CMO

Learn how to evaluate & improve onboarding with fractional CMOs. Understand what their scope of work might include & how to analyze current marketing efforts & track ROI.

How to Evaluate and Improve Onboarding with a Fractional CMO

Evaluating and improving onboarding is essential for any business, regardless of the environment. To ensure that all stakeholders are involved in the process, a full feedback cycle should be implemented. This will allow for rapid tactical changes to be made to improve onboarding quickly and effectively. A fractional CMO is a marketing specialist who works with companies for a fixed period of time in a given month, often just a few hours.

They are usually paid three times more than the hourly equivalent of the current CMO, but they work a tenth of the time (and without benefits or all that annoying onboarding paperwork). When instructed to analyze your marketing, create a plan and set metrics to track ROI, a fractional CMO can transform your organization's marketing and add real value to your company without a full-time commitment. In general, the fractional activity of a CMO will include reviewing, analyzing, and optimizing their current marketing efforts. A CMO (or fractional CMO) will take charge of the success or failure of your company's marketing campaigns.

There are three main tasks that a fractional CMO should be tasked with to help improve your company's marketing:

  • Analyzing current marketing efforts
  • Creating a plan and setting metrics to track ROI
  • Tracking the ROI of the strategy
When considering whether to work with freelancers or agencies or hire a full-time CMO, a fractional CMO may be an option worth considering. A fractional marketing manager can help you improve your marketing practices (the right processes, the right resources, the right metrics) and bring you to a point where a full CMO can make a real difference in the future. The fractional payment rates of CMOs can vary, but instead of worrying about the cost, evaluate the value you'll receive and whether you'll save money. For example, I have worked as a fractional CMO or marketing consultant for eight start-ups in the growth phase (I define the growth stage as backed by companies, after revenues, of 50 to 300 employees) for the past three years.

If you're looking to take on a fractional CMO position as a marketing consultant, here are some tips that will help you set you up for success:

  • Understand what your fractional CMO's scope of work might include
  • Analyze current marketing efforts
  • Create a plan and set metrics to track ROI
  • Track the ROI of the strategy
By following these tips and having an effective feedback cycle with all stakeholders, you can ensure that onboarding is improved quickly and effectively.

Mike Volkin
Mike Volkin

Fractional CMO, author, speaker, and serial entrepreneur