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  • Writer's pictureRenée Cormier

How To Spot an Unscrupulous CMO Agency

Marketing is critical to the growth of your company, so how you spend your money is just as important as who you spend it with. Selecting the right fractional Chief Marketing Officer (CMO) agency is a critical decision for businesses aiming to enhance their strategic marketing efforts. However, the market's expansion has led to the emergence of fraudulent or unscrupulous agencies. It's important to recognize the signs of such agencies, especially when evaluating customer comments and testimonials. Read on to learn how you can keep yourself from making a terrible business decision.


Suspicious Testimonials: Genuine testimonials provide specific insights into an agency's approach and results. Testimonials that seem vague or cannot be linked to real companies and individuals suggest they may be fabricated. Don't be afraid to search online for companies and their CEOs. In fact, go one step further and reach out personally to confirm they actually used the CMO's services.


Creepy guy in a dark alley. What's he up to?

Overly Ambitious Promises: Agencies that guarantee significant growth in a short period typically fail to meet these expectations. Effective marketing strategies require time to develop and implement.


Communication Gaps: Legitimate agencies maintain open lines of communication, providing regular updates and insights. A lack of transparency can indicate an agency's lack of commitment or capability.


Generic Strategies: Marketing approaches should be customized to a business's specific needs and goals. Agencies that apply a universal strategy may lack the claimed expertise.


Unrealistically Low Pricing: While cost-effectiveness is appealing, exceptionally low fees often signify inadequate services. Quality marketing expertise requires appropriate investment. Furthermore, if you are hiring a truly seasoned executive, and not a freelancer who has given themselves a promotion, the fees should reflect that.


Absent Online Presence: A reputable agency will have a strong online presence, including a professional website and active social media profiles. An absence of these elements can be a red flag.


Lack of Detailed Reporting: Effective marketing relies on data-driven decisions, made possible through comprehensive reporting. Agencies that do not offer tailored reports may not be performing the necessary analysis.


Unclear Team Credentials: Agencies should be transparent about the experience and qualifications of the team members handling your account. Vagueness in this area often points to a lack of genuine expertise.


Due diligence is essential when choosing a fractional CMO agency. Looking out for these warning signs can help businesses avoid fraudulent agencies and ensure a partnership that truly drives their marketing strategy forward. Authenticity in testimonials and a track record of verifiable client success are key indicators of a credible agency.


Wondering if your company could benefit from the services of a fractional CMO? Reach out here to book your discovery call.

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