At some point, capable CEOs call for a deep dive examination of marketing strategy performance. They want to know if the return on various email campaigns, events, and digital ads justifies the investment of resources, and more importantly, why they are not hitting their revenue targets.

If the marketing reality is not living up to expectations, it might be time to leverage business and marketing consulting services. The decision-makers conduct a search and find different ways to attack the problem. A full-time marketing agency is probably redundant if they already have a working team in place. But they wonder whether the company might benefit more from a Fractional CMO or a marketing consultant.