Right Source Marketing

Let’s face the facts.  No organization, regardless of size, can afford to ignore the impact that interactive marketing will have on its current and future marketing plans.  That, combined with the fact that the average organization lacks the appropriate interactive marketing talent and knowledge, led Right Source Marketing to create the Outsourced Chief Interactive Officer (CIO) program.

The Outsourced CIO program offers organizations part-time, senior-level interactive marketing leadership for situations in which a full-time, salaried executive is unnecessary, expensive or difficult to find.  The program was created in response to our clients’ needs for a single source to manage interactive marketing strategy, planning, creative and program execution.

* NOTE: We initially wanted to call this an Outsourced Chief Marketing Officer (CMO) program, but frankly we decided to stay away from that because this service offers a lot more than the typical Outsourced CMO program.  While many CMO programs help you with traditional marketing challenges such as branding and product launch, the Right Source Outsourced CIO program goes above and beyond that by integrating the traditional with the new marketing demands of gathering, storing, analyzing, sharing, and acting upon data that drives the revenue of your organization.  Furthermore, this program will help you optimize the allocation of resources to produce better results from a department that is all too often regarded as overhead.  Embedding a Right Source CIO within your executive team will allow you to quickly evaluate and adopt proven marketing platforms and align those platforms with your sales efforts.

How It Works

Your Outsourced CIO is typically one of the principals of Right Source Marketing, although in particular situations we’ll provide access to other senior-level leaders.  Based on an initial discovery session, we determine together which level of support your organization requires.  Those levels of support are generally classified based on two primary factors: the time requirement and the type of work that is required.

While the typical engagement lasts 6–24 months, we accommodate shorter-term outsourced interactive marketing leadership needs as well.  The most common arrangement is a monthly fee, but again we consider project-based fees if and when the situation demands it.

Benefits of the Outsourced CIO Program

• Your Outsourced CIO can be put in place immediately.  No recruiters, no sorting through resumes, no 3-6 month screening process.
• Your Outsourced CIO is a senior-level marketing leader who is accustomed to working with and for CEOs and full management teams.
• Your Outsourced CIO provides an outsider’s perspective on your business and your marketing strategy, a perspective that typically gets skewed on the inside of the company.
• Your Outsourced CIO is versatile, able to participate in strategy, planning, creative and program execution.
• Your Outsourced CIO is low-risk and low-cost in comparison to hiring a full-time, salaried Chief Interactive Officer.

Situations That Might Call for an Outsourced CIO

• You don’t necessarily need a full-time CIO, but you need a senior-level leader to coordinate the transition to a structure that relies heavily on interactive marketing.

• You need a specialized type of marketing expertise; for instance, you’re ready to embrace and address search engine marketing but your current leadership doesn’t have that expertise.

• You’re establishing or realigning a marketing department, and you require someone to evaluate the current organization and identify the appropriate structure and staffing needs.

• You need interactive marketing leadership in place while you’re attempting to fill a full-time marketing leadership position.

• Your existing CIO or VP of Interactive Marketing recently left the company, and you will lose marketing momentum without senior leadership in place.

Why Right Source Marketing

• The average Outsourced CMO program offered by the competition hands you a senior-level marketing leader that may be well-schooled in traditional marketing and branding, but who does not fully understand how interactive marketing should be integrated into the mix.  Right Source Marketing’s Outsourced CIOs are interactive marketing experts that understand the unique powers of both traditional and interactive marketing.

• Right Source Marketing is a hybrid consultancy and advertising agency which means that, unlike the typical consulting firm, we can handle the strategy, planning AND execution without scrambling around to send vendor referrals your way.

• We don’t just execute, we educate.  Our clients will tell you that one of our big differentiators is the level of education we’ll provide along the way.

• If we can’t measure it, we won’t execute it.  Gone are the days when a company could get away without measuring the performance of marketing programs.