Insights · Leadership & teams
Who should own the marketing?
When marketing is spread across a founder, employees and several agencies, it can be difficult to see where responsibility sits. This collection helps you decide what leadership the business needs and how the people involved should work together.
Choosing support
What level of marketing leadership do you need?
Start with the responsibility the business needs someone to own. These articles help you distinguish between a role, an agency brief and a leadership gap.
Marketing manager, Head of Marketing or fractional CMO?
Compare the responsibilities before deciding on a job title.
What does a fractional CMO actually do?
Understand the decisions and accountability that sit with the role.
Fractional CMO versus marketing agency: which do you need?
Work out whether you need senior ownership, specialist delivery or both.
Building the function
Give marketing a place in the business.
A marketing function needs authority and a workable relationship with the rest of the business. Use these articles to examine what is missing before adding more activity.
When does an Irish SME need senior marketing leadership?
Recognise when ad-hoc management is no longer enough.
How to build the first proper marketing function in an Irish SME
Consider the decisions, people and systems the function will need.
Sales and marketing alignment for SMEs: who owns what?
Make the handover and responsibility for the next decision explicit.
Leading the work
Keep people and partners working from the same brief.
Good specialists still need direction. These articles look at how leadership decisions shape the work and how to keep judgement from turning into interference.
How to manage several marketing agencies without losing the strategy
Keep specialist partners aligned to the business goal.
When the CEO’s preference becomes the marketing brief
Challenge the work without making personal taste the deciding factor.
From reading to a decision
Where is the gap in your business?
If you need someone to take ongoing ownership of marketing direction, explore fractional CMO support. If you already have a lead and want help working through a particular decision, advisory support may fit.