Experienced IT/ BPO marketer Vijay Menon says small and medium companies should think unconventionally to overcome the resource crunch.
 
Vijay Menon describes himself as “a freelance chief marketing officer.” In March 2008, the 46 year-old IIT Kanpur educated technology marketer resigned from his full time job as vice president and head of marketing at QuEST, a Bangalore based provider of outsourced engineering services, to turn freelancer.

“Small and medium sized companies are caught in a dilemma,” says Vijay. “On the one hand, they desperately need the leadership and experience of a senior professional to boost their marketing to the next level. But—and here’s the catch—they neither need nor can afford a full time senior pro.”

The concept of a freelance CMO took shape during Vijay’s last two assignments as head of marketing at QuEST and Infosys BPO.

“Small companies need an expert to set up a marketing team, standardize branding, initiate an influencer marketing program and set up best practices,” says Vijay. “That takes about a year to accomplish. But what happens after that? The company needs time to align its sales and delivery to the new level. And the marketing expert gets bored and leaves.”

Vijay offers an alternative.  He works with the CEO to set marketing goals, budgets and resources much like any other full time functional head. The difference is that once preset milestones are achieved, Vijay hands over the reins to an able team member and steps aside. This way the company pays for senior expertise only as long as it needs it.

“This is consulting with sleeves rolled up,” laughs Vijay. “I don’t offer white papers on how to run marketing. I become part of a company and run marketing till it reaches a desired level. Then I’m gone.”