Are Random Acts of Marketing Failing You?

 In Blog, Marketing and Communications

You’ve built your website. Designed a new logo. Signed up for the hottest industry trade show. Fact sheets, collateral, t-shirts for the product launch…check, check and check!

Wait, where’s the messaging? Do you have a PR strategy? A Facebook page? Do you need one?

But hang on. Is this a Marketing plan or a laundry list? What’s the strategy? Better yet, who’s at the wheel?

When the marketing efforts of many small businesses play out, they can be accused of “random acts of marketing”. And that’s lost opportunity, because with the expertise available to you, there’s no excuse for wasting precious resources on ineffective and disconnected tactics.

How did we get here?

It happens innocently enough. As the leader you are (rightly) focused on growing the business – generating more revenue, wooing your customers and grabbing market share from the other guys. Marketing often ends up at the bottom of the priority heap.

Small business owners worry that they can’t afford a full-time senior marketing hire. Well guess what? You probably don’t need one. What you do need, however, is senior marketing expertise.

Enter the Virtual CMO.

Virtual CMO: A better fit for your small business

A skilled, experienced outsourced team can be more cost efficient and provide valuable know-how across various disciplines – from strategy to product marketing to PR to social media – widening the talent pool to execute on various elements of your overall marketing strategy.

An outsourced approach taps into a broader network of resources that can apply a consistent focus on marketing – not distracted by other priorities that may arise – to deliver ongoing, measurable results.

Steering in the right direction

It’s easy for business owners to get caught up – and bogged down – with all the moving parts and players.

A Virtual CMO will manage your external agencies, contractors and other suppliers. They can guide and mentor junior team members, helping develop them into high-performing marketers. Your Virtual CMO is “at the wheel,” ensuring everyone and everything is moving in the same direction – towards the goals you’ve set, and reaching and converting your target market.

From market analysis to go-to-market strategy, execution plans, monitoring results – your virtual CMO will roll up their sleeves and work smart to deliver results that will have a big impact on your bottom line.

Leveraging the marketing expertise of an outside team so that you can run and grow your business not only make good sense, it saves you time and money. And there’s nothing random about that!


Business Sherpa Group provides Virtual CMO services to small and mid-size organizations. Learn more 

About the Author

Jane Baird is a Virtual CMO with the Business Sherpa Group. Her professional experience includes 20+ years of corporate marketing and communications, and extends to non-profit fundraising, cause awareness and donor engagement. Jane helps organizations across sectors transform business targets into marketing strategies and programs that drive brand, sales and profitability. She counts the Business Sherpa Group among her clients.

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