Marketing and communication leadership. Minus the overhead.
Outsourced CMO At companies that don't need or can't afford a full-time chief marketing officer or marketing head, Vijay Menon comes on board as a part-time or Outsourced CMO. He works with the CEO to set goals and budgets, helps hire staff and external agencies, and heads and runs the marketing program.
Interim CMO At companies in transition that need a full-time marketing leader but on a short-term or temporary basis, Vijay comes on board as the Interim CMO. A typical engagement runs for six months to one year.
Frequently Asked Questions
1. What does a corporate marketing program involve?
At most IT services companies, the corporate marketing program must address several widely different audiences: prospects and customers for business, influencers such as media and analysts for coverage, potential recruits for talent, and current and potential investors to maximize valuation. The key elements of a marketing plan involve:
- Creating a distinct corporate identity through logos and communication templates
- Creating a differentiated message through positioning and marketing collateral
- Delivering the message: - To different audiences (prospects, customers, analysts, media, investors and employees) - At different stages of the sales funnel (awareness, consideration, preference, sale, loyalty) - Through multiple channels (websites and collateral, media & analyst relations, advertising, social media, events, road shows, investor conferences and so on)
The marketing program must communicate with each audience in a manner that is relevant and appropriate for that audience. This is where experience counts.
2. How much will such a marketing program cost?
Setting up and running a marketing program requires building a team and working with external agencies for content creation, advertising, PR, event management and so on. As a general guideline, large IT services companies spend 1% of their annual revenues on marketing. Smaller companies should expect to spend a higher percentage if they hope to create an impact.
3. How much do you charge for your services?
Interim CMO: Expect to pay the same as you would for a full-time CMO or head of marketing with over 20 years experience.
Outsourced CMO: One-half, one-third or one-fourth of full-time CMO cost depending on the intensity of the engagement.
