Small teams win big when they stop making the most common mistake I see in marketing. What is it? Trying to find the perfect fit for every single position and function needed in a marketing environment.
The problem with chasing perfection is that these “perfect” hires often excel at just one tactic or platform. But what smaller organizations truly need is a big thinker who can see the bigger picture. Someone who observes market conditions, analyzes potential prospects, and crafts solutions that address specific pain points. Then they execute on that vision.
You need a thorough generalist rather than specialists when resources are limited. This person must be able to do more with less. But what exactly should you look for?
The Three-Dimensional Marketer
First, find someone analytical who can interpret data and determine next steps. But they also need a touch of creativity. Marketing involves feelings and emotions that can’t always be quantified yet remain crucial to your approach.
Third, ensure they have technology experience. Modern marketing is technology-driven. Your hire doesn’t need to be a tech expert, but they must understand current platforms well enough to leverage them effectively.
This combination is rare but powerful. When you find it, you’ve discovered gold.
Building Your Dream Team Structure
Start with a leader who has a clear vision. Then bring in a junior associate who understands marketing fundamentals and is eager to learn the specifics of your business. This person must be adaptable since change is constant in marketing. Look for someone who isn’t stuck in their ways but remains flexible, fluid, and dynamic in their work style.
But here’s where most small businesses hit a wall. How do you afford an experienced leader when budget constraints are tight?
The Fractional Advantage
Consider a fractional leader. This approach provides all the leadership experience you need but on a part-time basis. The cost investment becomes substantially lower, often equivalent to a full-time mid-career professional.
A fractional leader brings experiences most small businesses can’t access otherwise. Their external perspective often makes their insights and tactical recommendations more readily accepted than if they came from within your culture.
They also bring learnings from other engagements that can benefit your business. This cross-pollination of ideas can accelerate your growth without the trial and error typically required.
Making It Work
Success with this model requires clarity and transparency from the top down. Leadership must be open about why they’re bringing in a fractional executive. There must be clear communication about objectives and how to best utilize the existing team.
Everyone should remain open-minded but also vocal if things seem off track. It’s a partnership where the fractional executive’s advice might not always be right for your specific moment. Your team needs to communicate so strategies can be adjusted accordingly.
Measuring Real Impact
A competent fractional leader will establish clear goals for your organization. Measure their impact against these objectives, which are typically revenue-based and growth-focused. Track whether actual growth occurs and moves the needle in the right direction.
Also consider intangible factors like cultural shifts toward innovation and receptiveness to change. While less quantifiable, these indicate positive impact. Finally, assess whether your organization is foundationally set up for the right trajectory.
Leveraging Technology Wisely
With countless platforms and tools available, it’s easy to feel overwhelmed. Leverage technology aggressively but ensure it serves your goals rather than adopting it for its own sake. This approach helps small teams achieve high output despite limited resources.
Bring in experienced fractional leadership that can focus on proven strategies rather than guessing what might work. The right leader will guide your team toward approaches with established track records of positive impact.
Small businesses don’t need to sacrifice marketing effectiveness due to budget constraints. With the right structure, people, and approach, you can build a marketing powerhouse that delivers outsized results without the outsized investment.
