As we approach 2025, many businesses are reviewing their tech stacks and analyzing whether the systems they’ve invested in are delivering the ROI they expected. Martech tools are crucial for modern marketing, but they can also be expensive and complex to implement.
Companies of all sizes – from regional business startups to worldwide Fortune 100 companies – are increasingly hiring fractional executives and fractional management. The many advantages have become clear, including depth and breadth of executive expertise, an objective perspective, and a measurable, faster return on investment.
In 2019, when Brian Peterson joined Atomic Revenue as a consultant, Atomic Revenue was growing at a rapid pace – from a nationwide, entrepreneurial team of seven, then twelve, then on to 42 within a year. There was no doubt, with our rapidly growing company and unusual structure, we needed his expertise and skillset to develop an operations and finance strategy, and a fine-tuned structure to support revenue growth.
When Atomic Revenue met the AIE management team in 2019, the company was facing a myriad of challenges, including, but not limited to, the fact that most revenue was tied to one client who was contemplating a reduced contract. AIE, also known as Alternatives in Engineering, also had a confusing brand identity, a website security issue, a longer sales cycle than most, trade show spend that was not paying off, and a multi-generational family leadership team taking over the company. Then the pandemic hit, and their largest client did, in fact, minimize their service contract.
How does your company make money? How difficult is it to reach your goals? Where do even start to affect change? To answer these and other important questions, Atomic Revenue looks at the entire process of how revenue flows through your company, starting with a diagnosis of over 130 revenue-related processes to learn what roadblocks need to be removed. Then we resolve the issues with a data-driven strategy, and finally optimize the results to ensure you reach your revenue goals with more efficiency and less struggle, year-over-year.
Digital Operations encompasses your entire digital footprint and the results from your digital marketing, sales, and customer advocacy efforts. Each element of your digital presence must not only have its own strategy but work in correlation with every other element. Your website is your primary piece of online real estate, but how does social media marketing feed into that?
What is your content strategy to drive qualified leads? How does marketing automation play into developing those leads to be sales-ready? Does your online presence encourage your community to advocate on your behalf? If you’re not sure, it may be time to rethink your digital operations approach.
This is a great question I am asked often! Chief Marketing Officers (CMOs) are not just marketing managers. Due to the intensive requirements of an effective CMO, you cannot hire a good one for less than a six-figure salary and your creative agency cannot honestly fulfill the role. This leaves many companies in a chicken-and-egg situation because your marketing effort requires leadership to effectively support revenue production which is required to finance another executive salary. A fractional CMO answers this riddle.
