This episode of Fractional Futures offers a CFOs perspective on how to assess the marketing health of a company.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
Episode Summary
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of fractional CMOs in helping portfolio companies scale and maximize enterprise value. They delve into the often-overlooked area of marketing due diligence during acquisitions, emphasizing the need for investors to assess marketing capabilities thoroughly. The conversation highlights the importance of key metrics in evaluating marketing success and the necessity for CMOs to communicate effectively with CFOs. They also explore the significance of building strong relationships between marketing and finance leaders to navigate budget requests and identify potential red flags in marketing strategies.
Listen to Podcast
Chapters
00:00 Opening Titles
00:58 Episode Introduction & Rob Nicholls
02:05 Assessing Marketing Health in Portfolio Companies
06:23 Why Growing a Business on Gut Instinct is a Red Flag
07:56 The Importance of Risk Reduction
12:02 Key Metrics for Evaluating Marketing Effectiveness
15:16 The Dangers of Vanity Metrics
16:43 Forming the CMO v CFO Alliance
20:11 Building Relationships Between CFOs and CMOs
22:53 Fewer KPIs Are Better
24:25 Navigating Budget Requests and Identifying Red Flags
29:08 Episode Summary and Close
Download Podcast to Your Favourite Player
Listen on Spotify
Listen on Apple Podcasts
Listen on Amazon Music
Fractional Futures is also available on YouTube, Deezer, Podcast Index, Podcast Addict, Player FM and other channels. Simply search 'Fractional Futures'.
Watch this Episode
If you prefer to watch the episode, click below:
Key Takeaways
- Investors often overlook marketing capabilities during due diligence.
- Marketing due diligence should be a key part of acquisition processes.
- The future potential of a business is more important than past performance.
- Storytelling by founders can influence investor decisions.
- CMOs need to align their metrics with revenue generation.
- Building relationships with CFOs is crucial for CMOs.
- Credibility with the board can facilitate budget approvals.
- Understanding market trends is essential for identifying opportunities.
- Too many metrics can dilute focus; keep it simple.
- CFOs act as chief risk officers in assessing investment opportunities.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Rob Nicholls, Strategic CFO & Board Advisor
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
- By following these tips, you can make sure you’re noticed on LinkedIn and start building the professional connections you need to further your career.
-
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Related Insights:
Featured Marketing Services
Our on-demand marketing services are adaptable to your evolving business needs.
services
Marketing Analysis
Fractional CMO
Marketing Mentoring
Ready to take your marketing to the next level? Contact us to learn how our Fractional CMOs can help your business thrive.
Marketing Resources
.jpg)
Subscribe to Our Newsletter
Subscribe to Marketing Edge, our regular newsletter sharing expert opinion on the latest marketing trends, curated marketing content from leading sources, early-bird event registrations, and much more.
Registered Company No: 14551337. ICO Registration No: ZB519372.
