Is global expansion a priority? Scale as you need it with an interim CMO

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27/11/2018

Businesses offering interim services are very much in vogue. However, if you’re looking to expand your business globally, it’s not just interim talent you need.  It’s an interim CMO from gigCMO.

Any stage of growth and development poses challenges for businesses. That’s part of the excitement of success. It’s a good problem to have. International growth however, poses a unique set of hurdles that even the most successful business can stumble over and that is when an experienced marketing leader becomes very important.

The challenges businesses face

Cultural differences, alternative codes of conduct, rules, laws, customer expectations and recruitment issues are all nuanced barriers to entry. Those are in addition to the more tangible issues like cost and logistics. Even when you recognise those challenges, it’s another thing to know what to do about them.  The only real way, is through experience that has been gained through years of acting as a chief marketing officer in a permanent, interim or fractional basis.

There is a tremendous amount of uncertainty in the current political climate in general. Whether you’re looking at the Trump administration in the States, or Brexit in the UK and Europe. Everything from GDPR and its hangover in the US to the question of the Irish border.  It leaves the international business community with a sense of unease. That’s before you get to more evergreen challenges.

It’s not just small and medium sized businesses that face these marketing challenges either. Some markets can prove extremely challenging to large companies as well.  eBay wasn't the first company that failed when it tried to launch in China. The difficulty of competing with local rivals meant that a mere two years after entering China, it was forced to shut down its main website in the country. And that was before China became the economic and digital titan it is today. 

Not all interim is created equal

The tall and the short of it is that the best way to go global, is to have someone who really understands the different locations that you want to work in. Easier said than done. Fractional CMO talent is a cost effective way to grow in a scalable manner. However, there are very few interim companies that can provide that kind of CMO.

This is where gigCMO is unique.  Our team is made up of nationalities and experience from around the world and across all major business markets. Almost every member of the team has had significant experience leading international teams or organisations around the globe.

We have marketing experience across a range of industries in the United States, with several interim CMOs working in North America and Canada. We also have a number of fractional CMOs working in the UK, with experience living and working across Europe as well. Crucially, it’s not just that our marketing leaders have worked in all these different locations, but our collective nationalities and connections reflect our experience as well.

Marketing bench strength

The other thing that separates gigCMO from interim recruiters, is that all these individuals work together. While a client will have a single point of contact, that individual has the support of our international team of non-executive director level talent to liaise with. 

The truth is that only experience can give you the understanding of international marketing that will give a business its best chance of successful global expansion.