Many small- to mid-sized firms, senior living operators, and growth-stage companies don’t have the margins to bring in a seasoned CMO at executive pay. Growing companies often combine sales and marketing roles or promote existing talent to fill the gap with little formal marketing training.
Instead of hiring a full-time CMO, you can hire an expert with the experience to help you improve marketing ROI and ensure you have the right organizational structure, resources, and marketing stack to compete. As a strategy practitioner with years of experience executing, clients have asked me to fill a variety of needs and roles, including:
Digital Marketing Assessments
Many clients, especially new CEOs or senior marketing leaders, want to know how current marketing efforts measure up. Some simply want an objective, expert opinion about their marketing organization, key marketing initiatives, SEO/SEM or analyses of marketing capabilities. A marketing assessment produces actionable insights and tangible recommendations fast at a reasonable cost.
Project-based CMO Support
Most often, clients hire Longevity Point to handle discreet projects, innovation pilots or planning activities in parallel with day-to-day staff focused on driving existing programs. Projects typically span anywhere from 3 weeks to 3 months depending on objectives and complexity. Examples of recent client engagements include:
Advising numerous senior living sales and marketing leaders on best practices across marketing analytics, SEO, PPC, Social Media, integrated marketing and event marketing.
Strategic advisory and execution support for launch of a new in-home genetic health test for a leading, PE-backed genealogy marketer. Trained current staff on healthcare marketing best practices, advised on launch strategy to consumers and HCPs, refined positioning and marketing strategy, and identified organizational and talent requirements for building internal digital health capabilities.
Supporting business development, and sales and marketing efforts for a SaaS lead conversion and decision support tool for senior living communities.
Developing early go-to-market strategy and messaging for a voice-activated eldercare engagement platform designed to improve resident experience and staff efficiency.
Advising a data-driven, senior living marketing agency in development of new, digital lead generation capabilities and offering.
Supporting numerous healthcare specialist marketing agencies with their new business development efforts across biotech and pharma segments.
CMO Advisory and Coaching Services
Over the past 30 years, in addition to working directly with C-Suite clients, I have mentored and trained hundreds of agency and corporate marketing staff with practical tips, useful advice and hard-won lessons to improve their marketing skills and contributions.
Many organizations with limited resources struggle to adapt to change, most notably in the shift to digital or where there are unexpected events, such as Covid-19. Now marketing leaders can hire a seasoned CMO coach with decades of experience to help grow their careers while making a direct impact on marketing ROI. While every situation is different depending on your business and career growth needs, areas of focus can span:
Mastering functional digital marketing skills
Developing strategic thinking and departmental leadership skills
Learning digital marketing, marketing automation and CRM best practices
Improving decision-making speed and executive leadership skills
Beyond nurturing and refining your marketing skills, you get immediate boosts to your marketing performance because the “curriculum” directly addresses your organization's specific challenges, not just marketing theory.
Fractional or Interim CMO
A fractional CMO role becomes part of your executive team on a part-time basis for an agreed upon number of weeks or days per week depending on needs. For people who have not worked with fractional team members, it can often seem counterintuitive to hire a senior leader on a part-time basis. However, they quickly realize that a seasoned CMO with experience in your industry can deliver far more value and impact than more junior staff in far less time. This type of engagement generally follows project-based or advisory engagements where each party gets to know each other and a mutual fit naturally takes shape.