Fractional CMO for Your Business

Executive Marketing Leadership. Without the Full Time Executive Salary.

Your business may already have people doing marketing. But who's deciding what they should be doing?

A Fractional CMO gives your business experienced marketing leadership without the commitment and expense of hiring a full time Chief Marketing Officer. The Marketing Broker helps established businesses create the strategy, set the priorities, manage the moving pieces, and make smarter decisions about where their marketing dollars should go.

You Don't Necessarily Need More Marketing. You May Need Better Direction.

More ads.

What Does a Fractional CMO Do?

Think of a Fractional CMO as the person responsible for answering the bigger marketing questions.

Where should we invest?
Who are we trying to reach?
What should we prioritize?
Which marketing channels are actually working?
Are our vendors delivering what we need?
Is our messaging consistent?
What should our marketing budget look like?
What opportunities are we missing?
What should we stop doing?

Instead of simply executing marketing tasks, we help determine which tasks deserve to be executed in the first place.

Marketing Strategy

Every engagement begins with understanding the business.

We evaluate your goals, customers, competition, current marketing, sales process, positioning, opportunities, and challenges to develop a marketing strategy aligned with where the company is trying to go.

That strategy becomes the filter through which future marketing decisions are made.

Marketing Budget

Marketing budgets shouldn't be based on which vendor called you last.

We help evaluate where your marketing dollars are currently going, identify gaps and opportunities, and determine where additional investment may make sense.

Our goal is to help leadership understand not only what they're spending, but why they're spending it.

Performance Accountability

Marketing should create information that helps leadership make better decisions.

We evaluate performance across the marketing ecosystem to identify what's working, what's underperforming, and where opportunities exist.

Depending on your business and available tracking, this may include website performance, search visibility, advertising, lead generation, conversion rates, customer acquisition, campaign performance, and marketing spend.

The goal isn't more reports.

Brand Positioning

As businesses grow, their marketing often becomes disconnected from who they've become.

We help evaluate your positioning, messaging, competitive landscape, target audiences, and overall brand strategy so customers understand what makes your business different and why they should choose you.

Campaign Planning

Big marketing initiatives shouldn't start with, "We need to make a Facebook post." We help develop campaigns from the strategy down.

That can include:

• Campaign objectives

• Target audiences

• Offers and messaging

• Marketing channels

• Budgets

• Timelines

• Internal responsibilities

• Performance measurements

Then your internal team, existing vendors, or The Marketing Broker can execute the plan.

Experienced Marketing Leadership at the Table

For more than a decade, Shelby McFarland has worked directly with business owners across industries to build brands, solve marketing problems, navigate changing platforms, and identify opportunities for growth.

As founder of The Marketing Broker, author of Market Like a Boss, entrepreneur, and marketing strategist, Shelby brings both a marketer's perspective and a business owner's perspective to the table.

Because the best marketing decisions aren't made in a vacuum.

They have to make sense for the business.

Stop Guessing What Your Marketing
Should Be Doing Next.

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