Fractional CMO Services & Marketing Audits
F2 Advisory helps franchise and multi-location businesses assess marketing performance, identify gaps, and prioritize improvements in strategy, spending, and departmental structure.
Connect with LorneSummary
- Marketing audits for franchise and multi-location businesses.
- Strategy, budget, and team structure assessments.
- Fractional CMO leadership and actionable marketing plans.
- Implementation guidance across teams, vendors, and operations.
Overview
F2 works with franchise and multi-location businesses to evaluate marketing effectiveness, uncover shortcomings, and determine where to strengthen strategy, allocate budgets, and refine team structure. Through marketing audits and fractional CMO leadership, Lorne works with executives to develop actionable plans, guide implementation, and align marketing teams, vendors, and operations around measurable business goals.
Services include
- Marketing strategy, messaging, and competitive assessments
- Digital, social media, and local marketing reviews
- CRM, lead management, and conversion analysis
- Marketing budget, advertising fund, and vendor evaluations
- Marketing department structure and franchisee support
- Strategic playbooks, implementation oversight, and performance reporting
Common questions
What does a marketing audit cover?
A marketing audit varies based on the franchise and its marketing sophistication. Typically, the audits are conducted by companies that are in a leadership transition and do not have a senior marketing executive in place. The audit reviews all aspects of marketing: consumer and franchisee recruitment, agency partnerships and department structure.
What is a fractional CMO?
A fractional CMO is a senior executive that serves as a company’s chief marketing officer on a consulting basis. Typically, fractional CMOs are engaged during a leadership transition or the company is too small to have a full-time CMO.
What type of company would need a fractional CMO?
Typically, a company would engage a fractional CMO if one has recently left or it is in a leadership transition. Also, smaller companies that cannot afford a full-time CMO may engage a fractional leader.
Key terms
- Advertising fund
- An advertising fund is created by franchisees paying a percentage of sales each month for its consumer marketing. It can range from 1% up to 5%. Pooled franchisee contributions managed by the franchisor for system-wide marketing.
- Strategic playbook
- The fractional CMO would build a strategic playbook after a thorough marketing assessment is completed. The playbook may be for new location openings or ongoing local store marketing.
Related
Additional consulting services
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Crisis Communications
F2 Advisory helps leaders identify communications vulnerabilities, prepare for difficult situations, and respond when issues threaten stakeholder trust and brand reputation. -
Change Management
Changes to leadership, policies, fees, or operating requirements can create uncertainty across a franchise system. F2 Advisory builds the internal communications plan that explains what is changing, why it matters, and what franchisees need to do next. -
Expert Witness and Litigation Consulting
Lorne Fisher, CFE, provides expert witness consulting for attorneys supporting franchisors or franchisees engaged in lawsuits or litigation. Lorne’s consulting ranges from crisis management and brand reputation to marketing strategy and publicity.
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