From Strategy to Momentum: Measuring Your Fractional CMO's Impact After 90 Days

Following a successful onboarding, the first 90 days with your Fractional Chief Marketing Officer (CMO) are pivotal. This period should see the initial strategies take root and early momentum begin to build. While the first 30 days focused on foundational elements [HISTORY], the subsequent 60 days should reveal more tangible progress. Here’s how to measure your Fractional CMO's impact during this crucial time:

> Progress on Strategic Goals: By the 90-day mark, your Fractional CMO should have moved beyond initial assessments and begun implementing key aspects of the agreed-upon marketing strategy.

Evaluate the following

Evaluate:

• Clarity and Communication of Strategy: Has the 12-month marketing plan been clearly articulated and communicated to relevant teams? Are you seeing alignment between marketing activities and these strategic goals?
• Initiation of Key Projects: Have core strategic projects, such as revamping the website, launching key content initiatives, or implementing new marketing technologies, been initiated?
• Development of Key Performance Indicators (KPIs): Are there clearly defined and measurable KPIs in place to track progress against strategic objectives?

Early Wins and Performance Improvements:

While significant revenue growth might still be on the horizon, look for early indicators of positive impact:

• Website and Digital Presence: Are you seeing initial improvements in website traffic, engagement metrics (e.g., time on page, bounce rate), or search engine rankings based on the Fractional CMO's recommendations?
• Lead Generation Efforts: Have new lead generation initiatives been launched? Are you seeing an increase in the volume or quality of leads?
• Content Engagement: Is the content being created and distributed resonating with your target audience? Look for improvements in social media engagement, content downloads, or website form submissions.
• Sales and Marketing Alignment in Action: Are there clear signs of improved collaboration and communication between your marketing and sales teams, potentially leading to more qualified leads and better conversion rates?

Operational Efficiency and Foundational Improvements:

A skilled Fractional CMO will also focus on building a stronger marketing foundation:

• Process Implementation: Have they begun to implement more efficient marketing processes and workflows?
• Technology Assessment and Integration: Are they assessing your current marketing technology stack and making recommendations for optimization or new tools?
• Team Guidance and Development: If you have an existing marketing team, observe how the Fractional CMO is providing guidance, mentorship, and potentially upskilling your team.
• Understanding of Your Ideal Customer Profile (ICP): Is there a more refined understanding of your ICP and is this being reflected in your marketing messaging and targeting?

Qualitative Feedback and Strategic Insights:

Don't solely rely on numbers. Gather qualitative feedback:

• Stakeholder Feedback: Talk to your sales team, other executives, and marketing team members. Do they perceive a positive shift in marketing direction and effectiveness?
• Value of Insights and Recommendations: Are the Fractional CMO's insights and recommendations proving valuable and strategically sound? Are they demonstrating a strong understanding of your market and competition?

By evaluating progress across these areas, you can gain a comprehensive understanding of your Fractional CMO's impact during the first 90 days post-onboarding. This assessment will provide valuable insights into their effectiveness and the potential for continued growth and success in the months ahead. Remember that building a strong marketing engine takes time, but these early indicators will help you gauge if you are on the right track.