I was interviewed recently by a reporter with Inc. Magazine about the prevalence and value of outsourcing the Chief Marketing Officer (CMO) role. It’s a topic that I definitely have an opinion about–one that may seem to be at cross-purposes with my own self interests. As a marketing communication consultant I’ve actually served in the role of an “outsourced CMO” on a couple of occasions. In one instance, the client was looking for not only my assistance with current marketing efforts, but my recommendations for how they should proceed in the future — should they continue to outsource this function, or should they hire someone to handle their marketing efforts on staff?
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