In the last few years, creative agency Creature has worked with several fractional CMOs to mixed results, according to its founder and worldwide CEO Dan Cullen-Shute.
“If they’re good, it’s fine, but they need to be fucking good, and most of them aren’t, so it’s not fine,” Cullen-Shute said.
He added that the concept of the fractional CMO is predicated on the idea that CMOs operate using a playbook that they can adjust for any given scenario.
“[You] run through steps A through C, and [kablammo] your marketing problem is fixed—that idea is nonsense,” Cullen-Shute said.
The successful ones in his eyes are the marketers who successfully mix being slightly detached from the business to take an external view while understanding its short-term needs.
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