Welcome, e-commerce empresses, to this episode of Women Powering eCommerce. Join me every Tuesday and Thursday as I take you behind the scenes of my journey as a female e-commerce entrepreneur. Together, we'll explore the highs, the lows, inspiring you to take action and achieve your own business goals. So let's get started.
So, I really wanted to do a little episode on CMOs, fractional CMOs in particular. And I thought this could be useful to some of you. It's information that I wish I would've known a while back, so I'm just going to share it with you. And if you feel that it's valuable, then great, I'll be more than happy. So what is a CMO? First of all, it's short for a chief marketing officer, and a CMO is responsible for overseeing and basically strategizing all the aspects of a company's marketing efforts. And so that's a CMO. Now, what is a fractional CMO? Fractional means it's for outsourcing, it's for the part-time position of that role. So usually, if you hire a fractional C-suite, then it'll be someone that doesn't work in your company, it'll be someone you outsource. It's someone you outsource. And usually, they'll work just for a few hours every week just to be there for the strategy part, and to give you some advice, and just direct you.
So here's the situation. So last year, we needed more than a marketing manager. So we had a marketing manager for a while now and it had really done a good job. We were happy. But then we were kind of stuck and we hit a wall of ceiling, I don't know how you want to call it, but we needed something else to grow outside of what we were doing. So we were thinking, "Should we need a marketing director?" But to be honest, I felt like it was a big step-up to hire full-time marketing director, we felt like a big jump. And we were not either at the level of hiring C-suite yet. And then that's what doing some research, that's when I learned about fractional C-level executives.
Yeah, I did not know about those before. That's why I'm sharing that with you today because if you're like me, I did not know that it was possible. I thought you had to hire someone full-time, whoever the hire was. But no, if you want to kind of do an in-between thing, you can. And there are a lot of benefits in doing that. And that's what I did last year and I am super happy that I did that and took on that decision. So one of the benefits was the experience. You can benefit from that person's experience without having to hire them full time. That person led meetings with confidence with their internal team, but also with some suppliers like agencies. That person knew what to ask for in what the actual results to expect worse.
I felt sometimes not experienced as to what I should expect from a marketing agency. When I say marketing agency, I mean we had a paid ads agency for Facebook, Google Ads, things like that. I wasn't exactly sure what would be a ROAS to expect, a reasonable one, all those metrics. Because I only had my vision of my company compared to that fractional CMO who had worked in several businesses. They knew the patterns, they knew what to expect and they saw a lot of things. So you benefit from that, which is huge. So that gave us a lot of confidence and it was great, the advice they gave us, I say they, he/her, that person. So it was less risk. We didn't have to hire full-time as if the same way we would've hired a marketing director, for example.
And the reason, what we were actually looking for was someone to help us with strategy and implementing a few key things for just a few months. And that's what we did. We hired that person, we hired their fractional CMO, they helped us with the strategy, they helped us implement a few metrics here and there or things to follow up on, gave us advice on what would be normally expected from suppliers for example or just team members. So we put all these things into place. And what's great about it, it's not a marriage. You can actually hire that person for a few months for the help and then let them go. And that's what we did. Once the strategy was there and put into place, we knew what we had to do with the rest of our team. So what we did, we took that budget, we hired other team members at a small rate per hour to do the work that we strategized on and actually implement it. So we reduced the risk by hiring that person but we still got good results.
And another thing that was very advantageous, and I said it a little bit before, but it's the external viewpoint. They brought new fresh ideas and when you're so into the work, and deep into the details, and the operations, there's just so many things you don't see from a bird's view perspective. And so, that was great, we loved that. But again, another reason why we stopped with that person, yes, they did the job we asked them to do, that person did that exactly what we required them to do, but they're into strategy. A CMO is into strategy. You don't ask them to do the actual work. It would be too costly per hour to pay them for that. It doesn't make sense. So once we did several months working on the strategy, we needed to get the work done, we needed to get to work. So like I said, we transferred our fractional CMO budget to team members to come in and do the actual work.
If you're looking to hire, for example, a fractional CMO, if it's something you were looking into, well, I can just say what has helped me and find the talent was on LinkedIn. Specifically, not just your regular LinkedIn, but you can subscribe to LinkedIn Recruiter Lite and then you have a pipeline, you can filter out what you're looking for. So that's how I found one and it worked out really well. So, that's how I ended up hiring a fractional CMO for a while. Would I do it again? Yes, absolutely, and I will once we need some more external ideas and help. But for now, we're okay with the team we have because we hired a new marketing team and we're doing good and we have a lot of things to work on. But eventually, definitely yes, I would repeat the experience. I loved it.
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