This is the Golden Age of Marketing. Why is the fractional model so attractive?

As I began my marketing career, it was a discipline that was battling for a place at the table. As a marketer, if you weren’t working in Sales or Products, you were likely a resource that took orders for these two organizations.

Times have changed–considerably–over the past ten years.

According to Gartner, CEOs recognize the strategic value of Marketing and its critical role in the business. Budgets for CMOs will increase to 9.5% of revenues in 2022, an increase of more than three percentage points over the 6.4% budgets of 2021.

On the other hand, increased budgets also bring with them increased expectations. There are more marketing job openings than there are marketers who can fill them.

Take the example of a smaller security company with 350 employees. It’s not uncommon for a company to bring in a CMO who restructures the marketing department. However, the challenge is that half of marketing’s headcount is unfilled.

A variety of factors can cause marketing shortages.

COVID-19 served as a wake-up call to many marketers. Some marketers choose to go out on their own, and others change careers. The data also shows that many of them were part of the Great Resignation, and they left their corporate jobs. Some chose to retire as they aged.

Layoffs in 2022 were consistent at 1.3-1.4 million per month, which is actually lower than the pre-pandemic figures.

Nearly 50% of companies intend to increase hiring in this year, especially for sectors with high levels of competition.

When demand-generation engines and content engines fail to produce or meet lead quotas, the “hiring difficulties” explanation does not placate CEOs, Board members, and Sales leaders.

When companies don’t have enough resources to implement marketing but still want it to be successful, fractional marketing is the answer.

When a business needs to grow, fractional advertising can help you achieve your business goals while staying within budget and ramping up quickly–often quicker than a permanent hire.

Three ways to help your business grow by outsourcing marketing work.

Marketing needs can dictate how businesses scale up or down.

The complexity of marketing has increased as it has become a crucial function for businesses. It’s extremely unlikely that you will find a hidden jewel who is a jack-of-all-trades among the stack of resumes. You’ll find that the skills you are looking for are in digital marketing, writing content, SEO, PR, and partner or channel marketing.

Gartner states that nearly 60% of workers need new skills in order to do their jobs. As marketing has become more specialized, It is also struggling to meet this challenge.

A fractional team is a group of marketers with experience who can scale up or down depending on the needs of a business. Are you focusing on a product or service launch during a certain quarter? Increase the PPC expert. Are you closing the year by focusing on thought leadership and PR? Increase the function of social networking and reduce an area that is not a top priority.

Highly specialized internal talent can’t fill all the gaps. Fractional teams are able to. Have you got a talented team of content developers? Great. Your fractional team can complement your team with their digital marketing expertise by creating social and SEO programs to drive leads and meet business quotas. It would be best if you had some strategic leadership to help you with new initiatives or manage your junior employees. Need a fractional marketing solution?

Marketers with experience are ready to take the lead, both strategically and tactically.

The teams that make up fractional teams do not consist of new college graduates or marketers just beginning their careers. It’s not a knock against professionals who are just starting. We’ve all done it and paid our dues. The fractional teams consist of senior-level marketers with experience in both tactical and strategic marketing. They can guide your business based on your specific situation.

Businesses can benefit from seasoned but adaptable marketers. They can do this at a time when it is difficult to find marketers that can support their organization. They work from account to account and have the experience necessary to develop and implement your strategy.

Trends that emerged as a result of the pandemic are likely to shape business in the future for many years. In a rare turn of events, employees have the upper hand. Employees can negotiate for a better salary, a balance between remote work and office hours, or even the best benefits. They can also leave if the opportunity arises or, like many others, resign, consult, try a different career path, or take a much-needed break.

They give you the flexibility and experience you need to make your marketing programs work and protect you from attrition.

Fractional Marketing offers agility and a broad view of what is working – and what is not.

The times are hard. The economy is in a slump, inflation is high, and the hiring problems haven’t subsided.

They help companies to survive difficult times. Additionally, they provide an often-overlooked benefit. They are too close to the business to have a broad perspective or exposure. The in-house marketers are rushing from one meeting to another, taking part in professional development and performing the corporate tango.

Marketing strategies and tactics are constantly evolving. Digitalization has been at the heart of this evolution.

A marketing team, for example, may have gotten good results in the past with Google Ads, but now it’s competing against scores of competitors. As a result, their results are likely to have decreased. The team will not see other options unless it has a strong network to which it can reach out for new ideas. LinkedIn used to guarantee results, but after the pandemic, new approaches were needed.

A fractional team can offer a fresh perspective and current knowledge.

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