1. Tell me about your general marketing experience?
2. Are you knowledgeable in Digital Marketing?
Let’s face it, things have gone digital. Your customers are online, and you should be as well. That doesn’t mean that digital is the only way to market, but it will be a key component of any modern marketing strategy. And while it is still marketing, the multitude of digital channels create significant opportunities to engage with your prospects in interesting ways. Your fractional CMO should know which digital levers to pull and when.
3. Who will be implementing my programs?
4. Do you have executive-level experience?
In addition to a wide-ranging knowledge of marketing and modern tactics, your fractional CMO should have executive-level experience. You are not just relying on his or her ability to know when to execute a particular campaign, but also to understand the higher-level issues that your company may face and how to deal with them. You don’t learn that from a book. You learn that by years of experience serving on management teams. Your fractional CMO should have that experience.
5. What kind of reporting and accountability can I expect?
Your marketing should be geared toward generating profitable revenue growth and progress (or lack thereof) toward that goal should be easily and transparently available. If your fractional CMO can’t or is unwilling to deliver this, that may mean adequate tracking is not in place. Without that, data-driven decisions cannot be made, and data-driven decision are at the heart of winning marketing programs.