Hiring a Fractional Chief Marketing Officer (CMO) is a strategic decision that requires careful consideration. To ensure that the candidate aligns with your association's goals and culture, here are the top five questions to ask a potential Fractional CMO before making a hiring decision.

Can You Share Examples of Your Past Successes?

Request specific examples of successful marketing strategies or campaigns the Fractional CMO has implemented in the past. Understanding their track record will provide insight into their ability to drive results and adapt to different organizational needs.

I like to share my case studies and portfolio with clients after getting to know what their specific needs are. I can tailor what I share with potential clients to focus on their pain points.

How Do You Approach Understanding and Integrating with a Client's Culture and Values?

Since the Fractional CMO is part of your team, assessing cultural fit is crucial for a successful collaboration. Inquire about their process for understanding and integrating with the culture and values of the organizations they work with. A Fractional CMO who aligns with your association's ethos is more likely to contribute meaningfully to its success.

I’ve spent nearly 20 years in nonprofits and have a growth mindset. I’m always learning new things and new ways to work more effectively and efficiently. Process is as important to me as work product, and my collaborative leadership style encompasses the whole organization. I’m radically transparent when it comes to marketing; I believe that the best results come from collaboration and that requires everyone can access what marketing is working on at any time.

At my last association, I trained the whole staff in how to use Asana to view deliverables and timelines, and to communicate in-app with the marketing team so that everyone was on the same page.

What Experience Do You Have in Our Industry or Niche?

Industry knowledge can be a significant asset. Ask about their experience working with associations or organizations similar to yours. A Fractional CMO familiar with the intricacies of your industry will be better equipped to develop tailored strategies that resonate with your target audience.

Though, a good Fractional CMO has a growth mindset and will get to know your industry and audiences. One of my superpowers, having worked with so many types of associations, is getting up to speed quickly in a new environment.

I’ve worked in the following industries:

· chamber of commerce / civic association / community, economic & workforce development

· manufacturing and logistics

· medical associations

· corporate governance

· animal health

· social services

· behavioral health services

· human resources

· higher education

· retail sales

· professional services consulting

How Do You Stay Informed About the Latest Marketing Trends and Technologies?

The marketing landscape is dynamic, with trends and technologies constantly evolving. A competent Fractional CMO stays abreast of these changes. Inquire about their commitment to professional development, staying informed about emerging trends, and their strategy for incorporating innovative approaches into your association's marketing efforts.

I am an active member of the American Marketing Association as well as ASAE. I’ve served as a mentor for a new marketer for the AMA since the fall of 2023. I have served on the Marketing Professionals Advisory Council of ASAE since 2021. I subscribe to many marketing newsletters, including MarketingProfs.com, and read them avidly each week. For the last nine months, I’ve been dabbling in using artificial intelligence in marketing to hone my skill set.

What Is Your Approach to Measuring and Reporting on Marketing ROI?

Results matter. Ensure the Fractional CMO has a robust approach to measuring and reporting on the return on investment (ROI) for marketing initiatives. Discuss key performance indicators (KPIs) relevant to your goals and how they plan to track and communicate the impact of their strategies on your association's success.

Metrics are key to marketing. You need them to know how your marketing is performing and whether or not you need to switch strategies and tactics. Whenever I start a new engagement, my first order of business is reviewing Google Analytics, email marketing analytics, and social media analytics. First, to be sure they’re properly set up and data is flowing, but then, to see trends and patterns as well as performance.

Bonus Question:

How Do You Collaborate with Internal Teams and Stakeholders?

Effective collaboration is crucial for success. Ask about their approach to working with internal teams, including communication practices, collaboration strategies, and methods for integrating seamlessly into your organization's existing structure.

As a Fractional CMO, I am part of your team. As I manage and coach staff, I’ll keep in touch with the CEO or President and ensure we are aligned on strategy. I maintain open communications with regular meetings and touching base. I thoroughly utilize project management systems so that everyone in the organization can access what marketing is working on, when it is due, and all other project details.

By posing these questions, you'll gain a comprehensive understanding of the Fractional CMO's expertise, adaptability, alignment with your organization's values, and their commitment to delivering measurable results. This knowledge will help you make an informed decision and ensure a successful partnership.

Note: This blog post was written with assistance from ChatGPT.