Restarting the Marketing Engine: Fractional CMO for Growth-up

ModKaf was engaged by a multi-national technology mid-sized enterprise that, after more than two decades of steady growth, was entering a period of rapid change. The company was looking to transform its marketing team, revamp its brand with unified messaging and expand its reach into new global markets and highly regulated industries.

The company set an ambitious 40 percent growth target that would require it to build on its reputation, establish credibility and retain share of voice in an increasingly competitive market. ModKaf supported the company’s newly onboarded Board Advisor with Fractional Marketing Leadership to operationalize the building blocks for brand, communications and lead generation transformation within the marketing department. ModKaf worked closely alongside the company’s executive leadership to align the company’s brand vision, messaging and marketing team allowing the company to execute on its commercial objectives. During this engagement, ModKaf:

• Conducted a marketing organization skills analysis meeting 1:1 with each member of the team
• Redesigned the organizational structure and make recommendations for role shifts within the team
• Established a hiring plan, wrote role descriptions for vacant roles and participated with HR as part of the interview process
• Conducted a MarTech audit and provided ecosystem recommendations
• Structured a process for vendor evaluation and onboarding
• Operationalizing stakeholder reporting
• Established a Brand Book for governance and stewardship
• Conducted weekly 1:1 coaching with key team members