You’ve built an impressive SaaS company from the ground up. Revenue is climbing, you’ve assembled a stellar dev team, and your product roadmap promises exciting innovation on the horizon. However, your growth is plateauing and you know it’s time to scale things up. You need an executive who can create and execute a top-notch marketing strategy to accelerate customer acquisition. But your budget doesn’t allow for a full-time CMO and you want someone who understands the SaaS business model. The solution? Hire a SaaS fractional CMO.
A fractional CMO is an on-demand CMO who works for you on a part-time, project, or retainer basis. They provide high-level marketing strategy and guidance without the extensive cost and commitment of a full-time executive. And if you find the right fit, they can be instrumental in driving your next stage of rapid growth.
However, not all fractional CMOs possess the specialized skills and experience required to market a SaaS company successfully. Here are five things to look for when vetting fractional CMO candidates:
1. Deep SaaS Expertise
Marketing for SaaS companies comes with its own set of intricacies. Long sales cycles, moving parts like freemium tiers and in-app purchases, and subscription revenue models require a different marketing approach than traditional software.
Your fractional CMO should demonstrate real-world experience devising and implementing strategic marketing plans for multiple SaaS companies. Ask for client references and case studies outlining their contributions to growth. Gauge their vision for applying proven SaaS marketing tactics to your context.
2. Technical Savvy
Because your product lives in the digital realm, your CMO must feel comfortable navigating technical discussions. Not only will they need to thoroughly understand your platform’s functionality, they’ll also be making recommendations on leveraging sales and marketing technologies (martech/sales tech stack) to support scale.
Ensure candidates possess the aptitude to drill down on the technical aspects and connect them to creative marketing and messaging strategy.
3. Skill Across Both Digital and Traditional Channels
From search, social, and email to events, print, and television, SaaS marketing leverages both traditional and digital channels. Your fractional CMO should demonstrate competency across all mediums and understand how to connect tactics across channels to nurture prospects and accelerate the buyer’s journey. Ask for examples of integrated multi-channel programs they’ve recently run and metrics from each channel.
4. Analytical and Testing Mindset
The best marketers back strategy with data. You want someone who constantly tests new ideas against key metrics and doubles down on what works. Review case studies showcasing A/B testing programs and examples where data-backed decisions led to increased pipeline and revenue. And don’t shy away from probing their analytics acumen through situational questioning.
5. Culture Contributor
While a fractional CMO will not be an embedded, full-time member of your team, you want someone who fits your mission and values. Ask candidates about their working style, communication preferences, and examples of syncing up with leadership. Look for enthusiasm about your brand, customers, and the role they can play in making an impact. Like any hire, cultural alignment matters.
The Right Strategic Partner
A SaaS fractional CMO with the above credentials has the specialized skill set to deliver serious marketing horsepower tailored to the nuances of your business. They bring an outsider perspective coupled with data-backed growth strategy expertise. And unlike hiring a marketing generalist, you don’t have to spend months getting them up to speed or send them back to school on the SaaS model.
So whether you need help crafting your messaging and positioning, building a scalable martech stack to support expansion, or driving new customer acquisition, a seasoned SaaS fractional CMO can act as a true partner in accelerating your growth.
Approach the search thoughtfully, vet thoroughly, and don’t settle. Bringing on the right strategic marketing leader for this stage can help propel your SaaS flywheel to the next level and set you firmly on the path to market leadership.
SaaS Fractional CMO Services by The Geisheker Group
If your company needs SaaS Fractional CMO Services, consider working with Peter Geisheker, CEO of The Geisheker Group. Peter has been providing SaaS Fractional CMO services for over 20 years. His specialty is B2B lead generation, and in particular, B2B lead generation for SaaS companies.