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Marketing is a rapidly evolving field, driven today by complex tools and technologies. It’s a department necessary for many companies to grow and succeed. Sadly, few have the necessary resources to meet a wide range of marketing needs. An outsourced CMO helps streamline the marketing process while accessing a broad range of needed skills.

An outsourced CMO is a senior marketing strategist with access to extensive support resources, available to support organizations on a fractional basis. With an outsourced CMO, your company is getting a high level of service from someone with deep experience. Additionally, this is without the financial stress of keeping them on your payroll indefinitely.

The CMO outsourcing model can be flexible—you’re not locked into a contract, and constantly have the option of talking through changes with an industry pro. Having one point of contact, who can assign projects to industry specialists, streamlines the marketing process and provides big financial savings.

Why Outsource Marketing?

It can be a challenge to assemble the level of talent you might need in order to fulfill all the various functions needed to execute a marketing program. Outsourcing can be a really great value opportunity for a client or for a company that wants to grow demand generation and just doesn’t have the internal bandwidth to support the program that they would need in order to be successful.

Even if your company has an in-staff department, marketing is a field with many specialties. You might have generalists or people working on internal events, but do you have the resources required to run a campaign? Marketing employees will each have their own specialties and weaknesses. So, when your marketing team is only two or three people, there will be experience gaps. When you outsource your CMO function, you’ll have access to a top level of expertise across the board, from the benefit of accessing expertise in every possible marketing discipline. You’ll have someone who understands analytics and can help ensure everyone working towards the same goal—the clients’ success.

When you look at all but the very largest enterprise organizations, it’s very unlikely the marketing department will have all the skills needed to deliver a complete demand generation campaign. Moreover, the senior-most marketer at a smaller company otherwise poised for rapid growth may not have the needed experience. At a strategic level, an outsourced CMO can craft the vision to take the company to the next level.

Even if an organization decides to outsource a few initiatives, managing a group of vendors alone can tax internal resources. With an outsourced CMO model, the agency is managing all the initiatives and all the labor. This gives the internal marketing team one point of contact for a wide range of demand generation programs.

How It Works

With an outsourced CMO, your company is getting a high level of service from someone with deep experience, but without the financial stress of keeping them on your payroll indefinitely. The CMO outsourcing model can be flexible. You’re not locked into a contract, and constantly have the option of talking through changes with an industry pro.

Having one point of contact who can assign projects to industry specialists streamlines the marketing process and provides big financial savings. Even if an organization decides to outsource a few initiatives, managing a group of vendors alone can be very taking on internal resources. With an outsourced CMO model, the agency is managing all the initiatives and all the labor, giving internal marketing a single starting point for a wide range of demand generation programs.

The model of outsourcing the CMO is fractional—giving fractional access to fractional resources. This not only expands the possibilities for marketing projects your company can tackle but allows for flexibility. With on-staff marketing, making big changes can be a challenge, as often that can mean new hires or laying off existing employees. Outsourcing marketing takes that out of the equation, allowing you to focus on resource allocation and financial options, not personnel. You’ll have the freedom to try new things and take campaigns in new and engaging directions, without the constraint of an in-house staff’s level of experience.

How We Do It at Acquirent

While we know how to generate name recognition, Acquirent understands that, more than anything, what companies need from marketing are leads that convert to sales. We have deep expertise in tracking the effectiveness of marketing programs through the pipeline, and are very experienced at working with sales reps. Understanding the sales mindset is our key to effectively supporting that crucial alignment between marketing and sales that ultimately leads to higher growth from an organization.

By Alexis Borucke