In the rapidly evolving world of franchising, brands often face unique challenges as they scale. In a recent episode of the Franchise Whispering Podcast, Bob McKay sits down with Liane Caruso, a certified franchise expert, to explore the fractional CMO model and its transformative impact on franchise marketing. This conversation reveals how brands can bridge the gap between initial success and scalable growth through effective marketing leadership.
The fractional CMO model is designed for brands that have reached a critical growth point but lack the necessary marketing expertise to scale further. As Liane Caruso explains, what propelled a brand from 10 locations to 25 may not suffice to reach 200. Many franchises operate with lean teams that often lack a deep understanding of franchise marketing—a specialized field that encompasses consumer marketing, national marketing, and franchise development marketing.
Liane emphasizes that franchisors frequently find themselves asking, “Now what?” They realize they need a marketing leader who understands the intricacies of franchising but may not yet be ready to hire a full-time executive. This is where a fractional CMO comes in, providing essential expertise while allowing brands to maintain operational efficiency.
A fractional CMO assesses the marketing landscape of a franchise, auditing current strategies, vendor relationships, and team dynamics. Liane explains her approach:
“I can come in and assess the situation, audit the vendors, audit the strategy, talk to the team, talk to franchisees, what’s working, what’s not, and then come in and kind of help rein it all in, put together a solid strategy.”
This role is not just about launching marketing campaigns; it encompasses establishing marketing operations, creating scalable processes, and ensuring the right technology is in place. As Liane notes, a successful fractional CMO helps brands implement efficient local marketing strategies for franchisees, develop playbooks, and ultimately work themselves out of a job—an ideal scenario.
Another critical aspect of effective franchise marketing is the integration of data and technology. Liane highlights the challenges brands face when their data is siloed among different vendors, leading to inefficiencies and wasted resources. She states, “One vendor might have this bit of information, and one vendor might have this bit of information, and all of those things are just not working together.”
A successful fractional CMO must ensure that brands have a holistic view of their data. This involves aggregating information from various sources and using it to inform strategic decisions. Liane advises brands to focus on the basics first, stating, “Let’s aggregate all of the data that we have and what we need in order to make all of these things work more efficiently for you.”
Liane also discusses the importance of building rapport with franchisees and internal teams. Effective communication is key, as franchisees often feel undervalued or unheard. By engaging with them in an open and empathetic manner, fractional CMOs can build trust and create a collaborative environment.
Liane shares how her conversations often turn into “therapy sessions,” where franchisees feel comfortable sharing their concerns and feedback. She emphasizes that listening to franchisees not only fosters goodwill but also provides valuable insights into what changes need to be made to improve the brand’s overall performance.
