This is a common misconception among Facility Management leaders. It’s because there was never a clear plan of execution. Your marketing needs to be aligned with your company’s revenue goals. Once revenue goals have been established, then you work backwards by developing a clear strategy on how to achieve those revenue goals. Finally, you map out tactics such as campaigns to support the strategy that leads to the overall revenue goal. That’s how marketing should work for your facility management company.

If you have a successful sales and business development team that helps build out your company’s pipeline, that’s great. But, ultimately, the goal of marketing is to help make sales easy. Your marketing plan should be aligned with your sales team needs. And, when digital marketing is executed properly using demand generation tactics, your sales team won’t need to convince Facility Managers to partner with your company.

Many Facility Management leaders believe that creating marketing campaigns is a waste of money, time and resources. However, when your team creates a marketing goal that is based around revenue, marketing then becomes a business function rather than an expense that has zero ROI.

If you want to hire a successful Chief of Marketing for your Facility Management company, you can expect to invest at least $200,000 annually in just a base salary. Why? Because you are paying for their knowledge and past results in creating a strategy to grow your brand. However, using a Fractional Chief of Marketing is a more cost-effective way of growing your business, while benefiting from their marketing insight.