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Guides, research, and articles to drive better strategy & innovation.

The M in Fractional CMO

So what do we make of the Fractional CMO movement? We are all for it provided both the organization and the factional CMO talent are on the same page as it relates to scope, skills, and success factors. At Covalent we ask everyone what kind of M they are looking for in their fractional CMO. Knowing what you need as an organization is critical in matching the right experience and skills because not all fractional talent is interchangeable. And for fractional talent, being successful in the role requires honest conversations around responsibilities and accountabilities. Clear expectations for both parties is essential in a one-size-does-not-fit-all world.
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Fashion
Dr Martens x Heaven by Marc Jacobs
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Fashion
Forever 21 x Barbie x Roblox
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Fashion
Teva x Coco x Breezy
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Fashion
Supreme x Burberry
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Ruggable x Everybody
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Airbnb x Etsy
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Society 6 x The Sill
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Barbie x Wallshoppe
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Food & Beverage
"X" Marks The Spot. Lessons from the collab frontlines
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Retail
Bearaby X Hyppo
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Food & Beverage
Taco Bell X Everyone
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Food & Beverage
Dunkin x Spikeball
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Food & Beverage
Chipotle x E.L.F
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Food & Beverage
Burger King x Impossible Foods
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Food & Beverage
Crocs x KFC
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Samsung's Collab Galaxy is a romp through pop culture and high fashion to drive extraordinary growth
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Technology
Apple Brand Collabs: How Apple Leverages Brand Collabs To Grow It's Market Share
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Fashion
Nike Brand Collabs: How Nike Leverages Brand Partnerships for Growth  
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