By Michelle Boggs
President, Chief Operating Officer, McKinley Marketing Partners, Inc.
More marketing executives facing stiff hiring competition, limited staffing resources, head count freezes and a lack of in-house expertise-but speed-to-market needs-are finding an immediate solution through Interim Marketing Managers (IMMs).
Fortune 1000 companies facing talent shortages as well as start-ups without resources but aggressive revenue goals are turning to IMMs. Nonprofits with limited budgets are also finding that IMMs can be a cost-effective solution for short-term activities.
Interim marketing managers are mid- to senior-level independent professionals hired to hit the ground running. They perform a specific activity or activities for only as briefly or as long as needed, whether it's two weeks, two months or more than a year.
But how can companies get the most value from hiring an Interim Marketing Manager? Below are nine interchangeable ways that marketing executives can get the greatest return on their IMM dollars.
Think flexibility. Consider both your primary and secondary objectives. Arlington, Va.- based Verizon Long Distance has used IMMs for everything from marketing strategies to market research, calling card design, product development, customer service and telemarketing. Colorado Springs' USA.NET, Inc., has used IMMs for a broad range of needs. Multi-tasking is common among IMM users.
Request a specific skill set. Companies say a major IMM benefit is the ability to specify the exact blend of skills and experience that will best suit their particular needs. Boulder-based Celestial Seasonings wanted an IMM with a background in trend analysis and strategic planning for high-level strategic planning. Verizon Long Distance and other McKinley telecom clients know that many McKinley IMMs have telecom industry backgrounds, virtually eliminating the learning curve.
Fill in-house expertise gaps. When Edison Enterprises needed branding experience, but didn't have it among existing staff, the southern-Ca. subsidiary of Edison International hired an IMM to rebrand a home security product. To get the marketing expertise to establish its first membership program, the Rubber Manufacturers Association (RMA) in Washington used an IMM to help build its membership base, revamp its image pieces and jump start all communication vehicles.
Avoid overtapping staff. IMMs can offer immediate relief when getting it done would mean piling it on someone else. Celestial Seasonings hired an IMM when they knew they couldn't pull staff off of other projects to focus on the marketing priority. Companies say IMMs' "portability" allows them to work on the highest priority at any given time.
Relieve marketing stress. When staffing is impossible, IMMs can reduce anxiety. Singleshop.com, a Reston, Va. Start-up, used IMMs when it had no marketing infrastructure and no time to hire staff. Denver-based Qwest Communications International used an IMM to help develop a marketing plan for its newly formed local group.
Gain room to breathe. Companies commonly use IMMs to handle deadline activity while taking the necessary time to find the right employee. They know they can continue to interview while "keeping something working and someone working on it" to avoid hiring the wrong person under pressure.
Avoid overstaffing. Filling resource needs during peak periods or spikes is a common reason for using IMMs. In addition to their existing activities, the National Rural Electric Cooperative Association (NRECA), Arlington, Va., says that IMMs are a solution for frequently arising business needs that they need to react to quickly without increasing their full-time head count. The association has also used an IMM when they wanted to avoid hiring someone with a certain set of skills they might only need for about 18 months.
Maximize temporary leadership. A company can use an IMM to establish or help develop an activity or program, guide the team, then let existing staff carry it out. Instead of spending months trying to train staff with other responsibilities, RMA decided to save on a salary and benefits by hiring an IMM to lay out the plan, get them on track and hand it off.
Get a fresh eye. An outside perspective from an unbiased third party is acommonly mentioned IMM benefit. Celestial Seasonings found that IMMs can offer an objective point of view without the concern of pet projects or internal or emotional attachment that may not always be best for the business. NRECA says IMMs provide a reality check, with the ability to be much more up front than employees who may be worried about the political implications of their actions.
Michelle Boggs is president and COO of McKinley Marketing Partners, Inc., a pioneer provider of Interim Marketing Managers to Fortune 1000 companies, trade associations and start-ups. McKinley is based in Washington, D.C. with offices in Denver at 2020 E. 16th Avenue and Los Angeles. She can be reached at (703) 436-4445 or via e-mail: michelle@mckinleyinc.com. She invites you to visit McKinley's web site at www.mckinleyinc.com.
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