If you’re venturing into the domain of marketing without prior experience in building a dedicated department, where to begin can be perplexing. We’re here to provide clarity on how agencies and fractional CMOs can propel your business to new heights. Let’s delve into the specifics to help you make an informed decision on the best move forward for your brand.
The Role of an Agency
A marketing agency is a group of individuals specializing in various facets of marketing. There are marketing agencies for brand strategy and development, social media, media buying, website development and digital marketing. When you engage with an agency, they bring their expertise to the forefront, focusing on their specialized area. However, it’s crucial to understand that agencies require management, direction and solid communication to ensure their work aligns with your vision.
Often, brands will begin working with an agency before beginning the in-house team building process. This is a great way to bring marketing expertise into the brand before a hire. However, marketing agencies require oversight, but most importantly, communication from you to thrive. If managing this relationship becomes overwhelming, hiring someone (full time or fractional) to oversee and optimize the partnership may help you get the most out of your investment.
Key Features:
- Onboarded for their specialized marketing expertise.
- Works on a retainer basis.
- Operate externally to your team.
- Directed and held accountable by in-house marketing teams or designated personnel.
- Maintains ongoing relationships.
- Acts as an advisor to marketing.
The Role of a Fractional CMO (Chief Marketing Officer)
A fractional CMO becomes an integral part of your team, joining your executive leadership and directly managing the agencies you’ve onboarded to ensure they are performing as expected. A fractional CMO provides long-term strategic leadership in your marketing endeavors. This option is ideal when you’re ready to delegate the management of an agency or your marketing team to a seasoned expert who can not only develop your marketing plan, but knows how to implement it with agencies, staff and other resources.
Key Features:
- Onboarded to provide expertise and solutions across the entire business.
- Works on a retainer basis.
- Participates in executive leadership meetings.
- Can direct or hold marketing teams accountable.
- Acts as a partner to various departments.
- Maintains ongoing relationships, typically spanning 6-12 months.
Making the Right Choice
The decision of how to build your marketing support department should be based on your business needs and goals. Think of it as choosing between a specialist and a general practitioner in healthcare. An agency offers specialized expertise for specific marketing tasks, while a fractional CMO takes on a more holistic role, steering your marketing efforts in close collaboration with your team and agencies.
By understanding the nuances of these roles, you can make an informed choice that aligns with your business objectives, ensuring your marketing strategies thrive with the right support system in place. Whether it’s the precision of an agency or the comprehensive guidance of a fractional CMO, your investment in marketing will directly impact the success and growth of your brand.
| Agency | Fractional |
| Onboarded to perform a specific task | Onboarded to provide expertise and solutions to the entirety of the business |
| Retainer based | Retainer based |
| Ongoing as long as services performed are adequate | 6-12 month relationships |
| Does not interact with leadership at all | Participates in executive leadership meetings |
| Is directed and held accountable by marketing teams | Can direct or hold marketing teams accountable |
| Only interacts with managing support staff | Partner to other departments |