Despite the Covid-19 pandemic and the turmoil it unleashed, there is some cautious optimism among CMOs out there for 2021. Gartner’s Annual CMO Spend Survey found that 73 percent expect a return to a positive business and economic climate over the next 18-24 months,  and that’s good news. 

But the fact remains that marketing budgets have taken a hair cut, launch plans have been stalled or curtailed, and there is a little more risk aversion in planning than there might otherwise have been. 

It may seem counterintuitive, but tapping on-demand marketers to close gaps in staffing levels or skill set can be cost effective and pay great dividends at times like this.  

Think Rent the Runway, a subscription service that provides an affordable way for women to wear designer fashions for a discrete event or period of time that they couldn't afford otherwise. They wear the outfit when they need it then send it back when they're done. 

By hiring a hands-on marketing expert for discrete projects or defined timeframes, you can basically do the same thing: Get an expert with first rate skills that can contribute right away, for however long you need them.  

These are just a few examples of what I mean:

• your team is stretched to the boiling point but you’ve got sales kick-off coming in January and no one to do the new sales playbooks that have to get ready.   
• You have a new strategic product to launch but aren't budgeted to staff up full time and you’ve got no one else to launch it.
• Maybe you just need someone to roll up their sleeves and do the market research needed to understand your market segments, the buyers in them and how they make their buying decisions. 

At Chaddsford Planning Associates, we are passionate about marketing that creates outstanding value for our customers.  Here's a quick look at what we do.