Last time, we talked about the importance of transparency with your fractional marketing operations consultant to keep the lines of communication open. Today, we share two more tips to help you get the most out of your fractional marketing operations experience.
Give Them Full Access to the Team
Independent marketing operations consultants are experienced marketing professionals who know how to lead teams and keep projects on track. They accomplish this by working closely with the members of your team, whoever that may consist of: marketing, research and development, compliance, sales, etc.
Sometimes, though, the temptation to micro-manage your fractional marketing manager creeps in. Whether it’s not letting them communicate directly with team members or overscheduling “team meetings,” the net effect is lost time and efficiency. Your manager needs some level of autonomy and authority (over their team) to ensure that they get the project completed on-time and on-budget.
If ceding control over certain aspects of the business to a fractional hire is tough for you, then set clear expectations early on and figure out the best way to minimize the effect they have on productivity. Consider setting up short (15-minute) weekly check-ins with the marketing operations consultant to keep communication streamlined—during the week, keep a running list of items to go over during the check-in.
Be Clear about the Budget
A clear budget is critical to the success of any marketing operations professional. If you’ve brought on a fractional marketing operations consultant to run a project like a product launch or to prepare for an industry conference, the budget should be decided upon as early as possible.
According to marketers, the biggest challenge they have is “Connecting marketing goals with business objectives required to justify budget.” The marketing operations consultant will play a critical role in connecting the day-to-day marketing activities to larger business objectives, but they need to know exactly what resources are at their disposal.
Providing a clear budget will remove the financial guesswork and give your fractional marketing manager a path forward.
Be Responsive to Communications
Two of the biggest advantages of hiring a part-time marketing operations consultant are the level of experience they bring to your team for a lower cost and the extensive network of subject matter experts they’re able to draw upon if needed.
In other words, fractional marketing managers usually know what they’re doing, and if they need help, they know where to get it. It’s important to be open to the advice and suggestions they offer—and to respond to their queries in a timely manner. They’re typically working with tight timelines to get things done on time, so your cooperation will help keep the ball moving forward.