本期《Duct Tape Marketing Podcast》采访了在微软、REMAX和Venus Williams等知名机构有过丰富经验的营销专家Nicole Bernard。节目深入探讨了“特约营销官”（Fractional CMO）的概念及其对现代企业的意义。Nicole Bernard结合自身经验，阐述了特约营销官不仅是一种成本控制的策略，更是企业获取多元化专业知识和视角的重要途径。这种模式通过跨行业经验，为企业提供敏捷、适应性强且富有战略性的领导力，正在重塑企业领导者的角色认知。

📊 **特约营销官（Fractional CMO）的定义与价值**：特约营销官是一种非全职的营销领导者，为企业提供战略指导和专业知识，填补企业内部在高级营销领导力方面的空白。这种模式的兴起表明企业对战略性人才的需求日益增长，并寻求更灵活、更具成本效益的解决方案。特约营销官通过提供跨行业的经验和独特的视角，帮助企业提升敏捷性和战略规划能力。

🎯 **理想的企业定位**：特约营销官尤其适合那些需要高级营销战略但又无法承担全职CMO成本的企业。这些企业可能缺乏清晰的市场定位、有效的营销策略或专业的执行团队。特约营销官能够诊断这些问题，并提供定制化的解决方案，帮助企业实现增长目标。

🤝 **职责边界与执行参与**：特约营销官的职责通常侧重于战略规划、市场洞察和领导力，而非日常的执行性任务。然而，实际参与度会因项目而异，有时会涉及部分执行或指导执行团队。明确的职责范围和客户期望管理是成功合作的关键，以避免潜在的误解和挑战。

📈 **商业模式与合作方式**：特约营销官的商业模式通常围绕项目或长期顾问合同展开，旨在避免单纯出卖时间。他们可能与外部团队或合作伙伴协作，以提供更全面的服务。与传统代理模式不同，特约营销官更侧重于提供战略指导和内部能力建设，帮助客户建立可持续的营销体系。

💡 **潜在挑战与客户关系**：尽管特约营销官模式提供了诸多优势，但也可能面临挑战，如客户对模型理解的偏差、期望管理以及如何有效界定服务范围。然而，这种模式也可能深化与客户的关系，因为特约营销官通常更深入地理解客户的业务，并致力于长期价值的创造。在启动新客户合作时，通常会进行深入的业务诊断和战略规划。

In this episode of the Duct Tape Marketing Podcast, I interviewed Nicole Bernard, a seasoned marketing professional with an impressive legacy that includes stints at Microsoft and collaborations with big names like REMAX and Venus Williams. We dive deep into the transformative realm of the Fractional CMO, uncovering the nuances and potential it holds for modern businesses. With Nicole's first-hand experiences and insights, we explored how this Fractional CMO trend is not just a fleeting fad but a strategic maneuver that's reshaping the contours of business leadership in today's dynamic landscape.

Key Takeaway: The rise of the Fractional CMO marks a significant shift in the way businesses perceive leadership roles. Companies, by opting for a Fractional CMO, are not just seeking to cut costs but are keen on leveraging the diverse expertise and perspectives these professionals bring. Operating across varied industries, Fractional CMOs offer a fresh, tailored approach, helping businesses to be more agile, adaptive, and strategic in their planning

Questions I ask Nicole Bernard:

[00:46] What exactly is a fractional CMO? How would you briefly describe this role to someone unfamiliar with it?

[01:28] In your opinion, what type of business is the ideal fit for a Fractional CMO? Specifically, what might be missing in such a company that you can fulfill?

[02:36] Do you find that the market is starting to wake up to both the need for strategy?

[03:42] Can you define the specific responsibilities and boundaries of a Fractional CMO?

[04:40] In your role, how often do you find yourself involved in the actual implementation?

[05:20] Could you shed some light on your business model? How do you handle tasks that might go beyond what you personally offer? Do you collaborate with a team or partners?

[06:14] One challenge of the Fractional CMO model is essentially selling your time. How do you avoid this?

[07:30] Is it challenging to define a clear scope for clients regarding what they can expect from a Fractional CMO?

[09:25] What are some potential pitfalls associated with this model?

[10:43] How has adopting the Fractional CMO title influenced your relationship with clients?

[11:50] Have you noticed any changes in client relationships over time, perhaps in terms of duration or their reliance on you?

[12:48] Upon starting with a new client, are there specific initial steps you consistently follow?

[14:11] In terms of educating clients, how does this role differ from traditional agency models?

[15:10] A traditional CMO often has the task of building a team. In your experience, do you often work with companies lacking strategic hires, and do you assist in team building?

More About Nicole:

See how you can work with Nicole - https://nb.marketing/

Listen to the Bubbles and Biz Podcast - https://nb.marketing/podcast

Connect with Nicole Bernard on LinkedIn - https://www.linkedin.com/in/nicolesbernard/

Connect with John Jantsch on LinkedIn - https://www.linkedin.com/in/ducttapemarketing/

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