When you hire a fractional CMO, everyone’s excited.
The company gets a marketing leader; the CMO gets a new gig.
But the engagement quickly goes off the rails for the following reasons.
• A product that doesn't meet a need (product is king) and demand is low. Marketers may be smart and experienced, but they're not miracle workers.
• The CEO is mostly interested in generating leads (short-term thinking and a red flag) and doesn't want to invest in the brand.
• There is no strong commitment to marketing and a cautious investment approach.The company wants to talk the talk but not walk the walk.
• The company doesn't do any marketing, and it's not clear why they want to do marketing other than it seems like a good thing.
• The CEO is not willing to engage and collaborate; they're someone who thinks FCMO will perform magic.