Interim marketing strategy that supports business development in Africa


Africa is one of the key markets to watch. It’s vast landscapes hold a wealth of natural resources. It’s got phenomenal manpower, and it’s got a nationwide desire to compete in international markets.

The opportunities Africa represents are already attracting big international businesses. However, for its resident population, it has (broadly) lacked the technical and strategic level knowledge for business development. This is a gap that one of gigCMO’s Fractional CMOs has been bridging over the past 18 months.

Aspiration and implementation

The value of meaningful interim talent and leadership is increasingly recognised. However, it remains an untapped resource when it comes to up-skilling and developing other economies.

It is the general belief that the world is becoming a smaller place.  It’s also a widely held belief that when it comes to the global economy, a rising tide lifts all boats. So it is in all our interests to see all economies thrive. In Africa there are many opportunities to grow.

For more than 18 months the gigCMO team have worked closely with a business in Africa, looking to compete on an international scale. The goal was to align their strategy, and practical implementation of that strategy, with its goals and aspirations.

Up-skilling local talent through a skills ecosystem

Showcasing how the right interim support can make a significant difference in a cost-effective way, the gigCMO team identified the company’s target markets more accurately. Improved research was then used to manage customer conversions and improve sales strategy.

However, the goal was not to syphon business and jobs out of Africa. It was to empower businesses, and individuals within it.  We have done this by providing guidance and skills development through an international interim way of working.

Once those strategic foundations were in place, we created processes and plans to facilitate people development and mentoring.  That was in addition to planned developments for technology and communications. We started to introduce new technologies to improve the way the company was run.  However, we also made sure it was done in a sustainable way.

Key to our work was setting strategies in motion to help the local team to up-skill.  So it will become less reliant on buying-in support from other countries. The result is a beautiful example of how interim support can create sustainable business solutions all around the world.