Outsourced Fractional Chief Marketing Officer (CMO)
The strategic marketing expertise you desire for a fraction of
the cost.
Best for independent RIAs with $5M+ revenue. If you want the strategic guidance and expertise of a Chief Marketing Officer, but you can’t yet afford to hire a full-time executive, then our Outsourced CMO engagement may be for you.
Grow faster and do more of what you love
When you want to increase the overall revenue of your firm along with the revenue per client that you earn, you need to focus your marketing on a high-value hyper-targeted audience. With the right framework and supporting plan, you can dramatically improve your revenue without adding overwhelming amounts of new work. This streamlined focus actually reduces your effort so you can do more of what you love to do.
Your Part-Time Chief Marketing Officer (CMO)
Through this engagement, FullAdvisor founder Kristin Harad assumes the role of part-time Chief Marketing Officer, commonly referred to as your CMO.
Working together, she helps you clarify your goals, establish clear, measurable marketing objectives, and provide strategy recommendation for how to achieve those objectives. With buy-in, she will outline and prioritize the tasks and tactics on which to execute. She’ll determine the resources needed along with the responsibilities of your team members. Most importantly, she helps develop a process for making proactive marketing a consistent routine and part of the usual workflow of the company.
CLARITY:
In the first month of working together, Kristin will hold weekly Discovery and Planning Sessions to learn about your service and systems, meet the team members face-to-face, understand more about your clientele, and lay the foundation for brand clarity.
With this input, Kristin comes back with recommendations for your Marketing Plan. The team will commit to the strategies on which to focus, set goals, and determine the metrics for success.
COMMITMENT:
Now it’s time to implement the plan. This includes identifying the resources to execute the efforts, building out systems, following through on the plan and tracking and reporting on progress.
CARRY-OUT:
CLARITY:
In the first month of working together, Kristin will hold weekly Discovery and Planning Sessions to learn about your service and systems, meet the team members face-to-face, understand more about your clientele, and lay the foundation for brand clarity.
With this input, Kristin comes back with recommendations for your Marketing Plan. The team will commit to the strategies on which to focus, set goals, and determine the metrics for success.
COMMITMENT:
Now it’s time to implement the plan. This includes identifying the resources to execute the efforts, building out systems, following through on the plan and tracking and reporting on progress.
CARRY-OUT:
Develop an overarching brand strategy
When you can clearly articulate your positioning, your high-value hyper-targeted client, and your brand personality, you can proactively shape your identity in the marketplace. This clarity makes decision-making on how to engage your resources to strengthen your brand much easier. This work involves understanding the competitive landscape, your differentiators as a firm, and the type(s) of clients you enjoy most. This engagement may include new visual branding including naming the firm, developing and deciding on a logo and setting brand standards for consistent design.
NOTE: All firms will need a clear brand strategy before embarking on a full marketing plan. This is the starting point unless you already have your brand strategy developed and documented.
Strategically structured lead-generation marketing initiatives will build awareness, generate interest and prompt action from the type of people you want to reach. Where and how to spend your resources is the primary outcome of this focus. Prioritization of efforts, determining appropriate media, opportunities and expenditures, and eliciting ownership for the execution of each initiative is paramount to your marketing success.
Attract more of the right kind of clients
When you build a structured lead-to-client relationship marketing system, you gain the benefits of leveraging technology and team members to streamline your effort, automate and improve communication, accelerate conversion, and boost the quality of your overall experience. Through development of a lead capture and nurture strategy you build your database of potential clients that allows you to create an asset (your list) with which you can continue to deepen your relationship over time. This exponential accumulation of a following allows you to scale.
Plug the holes in your marketing follow-up funnel
The scope of engagement varies according to your business needs. However, Kristin will provide a diagnostic review to identify opportunities for the most impact. Some of the common objectives that RIAs want help with include:
Your clients already like you and focus in this area can give you the fastest and easiest access to revenue growth in your business. They want to hear from you and feel valued. You want to engage them to deepen their loyalty, expand their relationship with you, and refer new clients
Deepen your client engagement and develop ambassadorS
Has it been a while since you’ve evaluated your scope of service and/or the value for the fee you charge? One of the fastest ways to increase revenue is to raise prices, minimums, or streamline services. Changes such as distinguishing segments of service without sacrificing quality along with providing clear communication of offering, price and delivery to appeal to your ideal prospective clients, will repel the clients you do not want and improve your conversion process.
Streamline service offerings and match pricing to value
Develop an overarching brand strategy
When you can clearly articulate your positioning, your high-value hyper-targeted client, and your brand personality, you can proactively shape your identity in the marketplace. This clarity makes decision-making on how to engage your resources to strengthen your brand much easier. This work involves understanding the competitive landscape, your differentiators as a firm, and the type(s) of clients you enjoy most. This engagement may include new visual branding including naming the firm, developing and deciding on a logo and setting brand standards for consistent design.
NOTE: All firms will need a clear brand strategy before embarking on a full marketing plan. This is the starting point unless you already have your brand strategy developed and documented.
Strategically structured lead-generation marketing initiatives will build awareness, generate interest and prompt action from the type of people you want to reach. Where and how to spend your resources is the primary outcome of this focus. Prioritization of efforts, determining appropriate media, opportunities and expenditures, and eliciting ownership for the execution of each initiative is paramount to your marketing success.
Attract more of the right kind of clients
When you build a structured lead-to-client relationship marketing system, you gain the benefits of leveraging technology and team members to streamline your effort, automate and improve communication, accelerate conversion, and boost the quality of your overall experience. Through development of a lead capture and nurture strategy you build your database of potential clients that allows you to create an asset (your list) with which you can continue to deepen your relationship over time. This exponential accumulation of a following allows you to scale.
Plug the holes in your marketing follow-up funnel
The scope of engagement varies according to your business needs. However, Kristin will provide a diagnostic review to identify opportunities for the most impact. Some of the common objectives that RIAs want help with include:
Your clients already like you and focus in this area can give you the fastest and easiest access to revenue growth in your business. They want to hear from you and feel valued. You want to engage them to deepen their loyalty, expand their relationship with you, and refer new clients
Deepen your client engagement and develop ambassadorS
Has it been a while since you’ve evaluated your scope of service and/or the value for the fee you charge? One of the fastest ways to increase revenue is to raise prices, minimums, or streamline services. Changes such as distinguishing segments of service without sacrificing quality along with providing clear communication of offering, price and delivery to appeal to your ideal prospective clients, will repel the clients you do not want and improve your conversion process.
Streamline service offerings and match pricing to value
Measuring progress and success is a critical part of the engagement. For each strategy within the plan, you’ll set key metrics and track against them throughout a quarter. You’ll see not only how you performed against your goals, but also be able to evaluate the impact of each activity to find opportunities for improvement and successes to replicate.
Measuring progress and success is a critical part of the engagement. For each strategy within the plan, you’ll set key metrics and track against them throughout a quarter. You’ll see not only how you performed against your goals, but also be able to evaluate the impact of each activity to find opportunities for improvement and successes to replicate.
To help you gain traction more quickly Kristin will operate in a more hands-on manner in the start of the engagement. As the team defines and implements your marketing plan, her focus is building out marketing guidelines and processes so she can train you and your team how to manage and execute your marketing consistently over the long term. Whether that is training a single person responsible or breaking down responsibilities for team members, Kristin works to transfer the marketing knowledge so you can implement. With Kristin, you’ll work together to build your marketing ‘asset’ — your systems that you follow — that she will hand-off to you to run.
To help you gain traction more quickly Kristin will operate in a more hands-on manner in the start of the engagement. As the team defines and implements your marketing plan, her focus is building out marketing guidelines and processes so she can train you and your team how to manage and execute your marketing consistently over the long term. Whether that is training a single person responsible or breaking down responsibilities for team members, Kristin works to transfer the marketing knowledge so you can implement. With Kristin, you’ll work together to build your marketing ‘asset’ — your systems that you follow — that she will hand-off to you to run.
How Our FCMO Engagement Works
Kristin allocates approximately 20% of her time to her relationship with you. Commonly, work upfront is more involved and will take more of her time. Some months she may work the equivalent of more than one day a week, while another month may be a slower month.
In the beginning of our relationship, she will meet with key decision-makers weekly to establish priorities and commit to a plan. After the first series of meetings, Kristin works primarily with your team member(s) who will be handling implementation and schedules regular update meetings to share progress and gain buy-in.
Kristin requires an in-person visit to your office (paid by you) so she can meet the team members face-to-face and have an understanding of your culture and your environment. This first visit should occur in the first two months of engagement during discovery, if possible.
Your Investment
The Fractional CMO service is a flat fee of $5,900 / month. Because it takes time to build up momentum for your marketing, FullAdvisor Coaching requires a minimum engagement of 6 months for this service offering. Cancellation by either party is available at any time with 30 days notice after the initial 6 months. Payment for the month is due in advance of the work completed. Invoices are sent 15 days prior to the month of work.
Most RIAs do not have all of the talent on staff that you will need to implement your marketing efforts. Kristin will screen, recommend, input and manage freelancers (such as graphic designers, website designers/coders, SEO specialists), utilizing upwork, vetted industry experts, and/or recommendations to secure the help your firm needs. All freelancers, service providers, media spend, out of pocket and additional marketing expenses are paid for directly by your firm.
Current pricing is valid until June 30, 2024 after which it is subject to change for new clients.
Are We a Good Fit?
The Fractional CMO service is offered on a limited basis. The best way to find out if FullAdvisor Coaching’s Fractional CMO service is right for your firm is to schedule a consultation.
