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Marketing is not a collection of tactics. It’s the system that connects your product to revenue, and it needs leadership to run.

The common misconception about marketing

Ask most executives what marketing is, and they'll describe what marketing produces: campaigns, trade shows, a new website, social media content, digital ads. That's understandable. Those outputs are visible. They're easy to budget for, point to, and measure in terms of activity.

The search for a Chief Marketing Officer (CMO) can be long and expensive, and even more so if the wrong person is chosen and there’s an influx of instability. Therefore, while taking the time to fill the CMO position with the right person, a fractional executive combined with a team of subject matter experts (SMEs) can keep a company moving forward during the CMO search. This is where the Atomic Revenue and IPRO collaboration began. 

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.