Fractional CMO

Expertise and Experience On-Demand

Rightsized Strategic Leadership

Is your company struggling to reach growth targets? Are your sales reps clamoring for more leads or failing to close important deals? Is your marketing team overworked, shifting from project to project, yet not quite achieving the results you need?

In today’s fast-paced technology business landscape, driving growth and gaining a competitive edge for your software company requires an innovative and strategic approach. VelocityMarketing’s fractional CMO service is designed to accelerate your performance. Our fractional CMOs are experienced professionals adept at unlocking your business potential by developing and implementing comprehensive and tailored marketing strategies to support growth and enhanced profitability across the entire customer journey.

Mid-level and junior marketers usually specialize in one or two a specific area of marketing: events, online ads, content, SEO, etc. They might be great at implementation, but they often lack the experience and strategic focus to tightly align marketing tactics to the company’s broader business goals.

Having an experienced CMO establish a clear marketing strategy and implementation priorities can help your team focus on the most important initiatives. A systematic plan eliminates random acts of marketing and sequentially focuses team resources and marketing budgets on the right projects at the right time.

We blend strategic oversight with tactical execution, covering all bases from customer journey mapping, content marketing to growth hacking, channel strategies, and much more. We align marketing strategies with your sales process, optimize customer retention, and support your product team to drive rapid business growth. Plus, our Marketing SWAT Team can help with implementation.

Fractional CMO Consultation

Fractional CMO + Your Marketing Team

C-suite expertise. Sweet results!

We’re here to grow your bottom line — not shrink it. Unlike full-time CMOs, we don’t require an expensive benefits package, a 6-figure salary or a 401(k) match. All you do is decide how much time you need and which results matter most. 

Leverage the talent you already have.

Having internal staff who already know your products and your customers is a great advantage when jumpstarting your marketing programs. We love working collaboratively with internal product, sales, and marketing teams to build revenue engines.

The care and nurturing of your marketing team is crucial for your success. An experienced marketing leader not only keeps your team focused on the right priorities to get things done, but also mentors and develops their skills and talents. The result? Higher productivity, lower employee turnover, better resilience to handle changing market conditions, and higher return on total marketing spend.

No marketing team? No problem.

If you don’t have an internal marketing team or your team is limited, we can help. With our Marketing SWAT team, we can bring in specialists for every aspect of marketing to get your projects done well and fast! 

Schedule a Free Consultation

Is Hiring a Fractional CMO for You?

Wondering if you’re in the right place?  We’re not your typical freelancer or marketing agency, but we’re a great fit if you and your team are struggling with complex marketing and sales challenges like these:

  • You need a change in marketing to support a pivot in your business.
  • You’ve acquired a company and want to ramp up marketing.
  • You’ve just started your company and need a marketing jump start.
  • Your sales reps are frequently discounting to win sales.
  • Your website is dated and your familiar programs aren’t working as well as they used to.  
  • You’re ready to update your marketing strategy, but you’re not sure what to change.
  • Your customers love your product, but you’re not sure how to get more traction.
  • You want to diversify and strengthen your channels and partner program.
  • You want to expand your business to the United States.
  • You want to expand your business abroad outside the United States.
  • You want to cut churn and increase customer lifetime value.
  • You’re about to make your first marketing hire for day to day implementation, but you don’t have an internal strategic marketing leader. 
  • Your sales team is constantly bitching about not getting enough “quality” leads even though your lead generation programs are delivering leads regularly.
The VelocityMarketing Composite Growth Model
VelocityMarketing Composite Growth Model

We leverage growth and maximize profitability
throughout the customer journey.

What Can a Fractional CMO do for Your Company?

A Chief Marketing Officer (CMO) plays a crucial role in developing and leading a go-to-market (GTM) strategy for a company. The GTM strategy is essentially the plan that outlines how a company will bring its products or services to market and achieve a competitive advantage. Here’s an overview of some of the kinds of strategic marketing projects we do for software companies.

Marketing Leadership

  • Develop the company’s strategic go-to-market strategy and marketing plan. Provide strategic guidance on marketing to the executive team.
  • Determine the most effective channels for reaching the target audience (e.g., online, offline, social media, partnerships).
  • Select the marketing mix, including the balance between advertising, content marketing, partner programs, and other promotional activities.
  • Effectively communicate the go-to-market strategy to internal teams, stakeholders, and external partners.
  • Provide leadership and guidance to ensure the successful execution of the strategy.
  • Manage and allocate marketing budgets and other resources to develop high-impact programs and maximize profitable growth.
  • Collaborate with other departments such as product development, sales, and customer support to ensure a unified go=to=market approach.
  • Lead and mentor marketing and inside sales team members.

Analytics and Reporting

  • Identify metrics and KPIs needed to track and measure the performance of initiatives for marketing, sales, retention, and expansion across the customer journey.
  • Oversee adoption and implementation of technical infrastructure and processes needed to capture marketing data and deliver actionable information to guide decisions.
  • Provide regular reports on key performance indicators (KPIs).
  • Identify growth, ROI, and profitability enhancement opportunities.

Market Research and Analysis

  • Identify and quantify addressable market segments and opportunities.
  • Design and lead primary and secondary market research projects to identify target audiences, competitors, and industry trends.
  • Support content marketing and Challenger Sale programs with compelling data, white papers, presentations, and other data/research based high value content.
  • Analyze customer feedback and market data to identify key customer needs, pain points, and preferences for product positioning refinement.

Brand & Messaging Development

  • Develop and refine the company’s logo, brand identity, and design assets.
  • Develop a compelling and consistent messaging framework that communicates the value proposition to the target audience.
  • Create brand guidelines to ensure consistency across all marketing channels.
  • Define and refine the positioning of the company’s products or services in the market.
  • Clearly articulate the unique value proposition that differentiates the offerings from competitors.

Customer Persona Development

  • Segment target audiences based on industry, firmographics, professional roles, demographics, behavior triggers, technology adoption, and other relevant criteria.
  • Develop segment/persona specific customer needs and value propositions. Tailor marketing messages and strategies to resonate with target customer segments.
  • Refine and update customer personas based on sales feedback, pipeline analysis, and customer insights.

Customer Journey Mapping

  • Map out the customer journey to identify touchpoints and opportunities for improvement.
  • Optimize marketing strategies at each stage of the customer journey.

Pricing and Packaging

  • Work with the sales team to establish competitive and profitable pricing strategies.
  • Create packaging options that meet the diverse needs of the target market.
  • Maximize margins by mapping features and service add-ons to customer utility.

Launch Planning

  • Develop a comprehensive launch plan for new products or services.
  • Coordinate with cross-functional teams to ensure a cohesive and impactful launch.

Sales Alignment

  • Collaborate with the sales team to align marketing strategies with the sales process.
  • Develop sales enablement materials and ensure a seamless transition from marketing to sales.

Channel Strategy

  • Determine the most effective channels for reaching the target audience (e.g., online, offline, social media, partnerships).
  • Allocate resources to high-impact channels based on audience behavior.

Partners & Indirect Channels

  • Identify potential partnerships with other companies in the industry.
  • Design and grow strategic, technical, reseller, and affiliate partner programs.
  • Develop co-marketing initiatives for mutual benefit.

Content Marketing

  • Develop a content marketing strategy to create valuable, relevant content for the target audience to support a variety of marketing initiatives.
  • Lead implementation of a blog, video channel, white papers, case studies, and other content media.

Search Engine Optimization (SEO)

  • Conduct an SEO audit and identify strategies to improve the company’s search engine rankings.
  • Lead SEO projects to optimize organic website traffic via content, meta tags, and backlinks, etc.

Advertising Campaigns

  • Develop and manage campaigns to drive traffic and conversions.
  • Monitor and optimize ad performance based on analytics.

Email Marketing Campaigns

  • Develop and execute targeted email marketing campaigns for lead generation and nurturing.
  • Support product launches, sales pipelines, and customer retention initiatives with targeted nurturing and reheating email campaigns.
  • Implement marketing automation tools for personalized communication.

Webinars and Event Programs

  • Plan and execute webinars and virtual events to showcase the company’s expertise and capabilities while engaging with target audiences and the user community.
  • Attend and organize industry conferences to network and build relationships.

Social Media Strategy

  • Develop and implement a social media strategy to increase brand awareness and engage with the audience.
  • Utilize paid advertising on social media platforms to reach specific demographics.

Public Relations, Influencer Marketing & Analyst Relations

  • Lead company’s analyst firm outreach and education programs.
  • Lead public relations initiatives to develop company and senior management relationships with key industry publications and journalists.
  • Identify and engage with industry to promote the company’s products.
  • Develop partnerships with influencers for mutual benefit.

Customer Success Programs

  • Work with customer success teams to deploy the strategies and technologies of marketing to bolster customer satisfaction and retention programs.
  • Implement customer feedback mechanisms and use insights to improve products and services.
  • Create and implement customer referral programs to encourage word-of-mouth marketing and craft incentives for existing customers to refer new business.
  • Support “build the champion” and customer evangelist initiatives.
  • Coordinate joint content projects

User Experience (UX) Optimization

  • Collaborate with the product team to optimize the user experience on the company’s website and software.
  • Collaborate with sales and customer success teams to identify feature opportunities/roadmap priorities to accelerate deals and reduce churn.
  • A/B testing for website and landing page optimization.

Customer Retention Campaigns

  • Develop campaigns to retain existing customers and reduce churn.
  • Implement loyalty programs and exclusive offers for loyal customers.

Customer Education Programs

  • Develop educational content to help customers make the most of the company’s products.
  • Implement training webinars and documentation.

Growth Hacking Strategies

  • Explore unconventional and creative strategies for rapid business growth.
  • Test and iterate on different growth hacking tactics.

Community Building

  • Build and nurture online communities around the company’s products.
  • Facilitate discussions, answer questions, and gather feedback.

Free 2024 Marketing Plan

Sign up for a Fractional CMO or Marketing SWAT Team plan before March 31, 2024, and get a free strategic marketing plan custom designed for your company.