In AEC, leadership teams are the north stars, leading with strategic objectives and flexing in response to macro trends.
However, often the leadership team comprises of people who are VERY good at the thing that made the company successful in the first place - architecture, engineering, or construction. The Dunning-Kruger effect can sometimes disrupt the upward trajectory of your business, because the leadership team does not have the knowledge to advise on some key business operations - such as growing the audience and building a brand that's different.
The Dunning-Kruger Effect
.png)
The Dunning-Kruger effect is a cognitive bias where individuals with limited knowledge of an area overestimate their abilities and direct people based on assumptions rather than expertise. For example, just because you personally watch YouTube videos doesn't mean you can devise and implement a video marketing campaign to attract more site managers home from Australia.
Well-intentioned leaders
When leaders, perhaps unknowingly affected by the Dunning-Kruger Effect, oversee marketing without acknowledging their own gaps in understanding, it impedes success. Leaders assign well-intentioned 'task wheel' actions to marketing teams, with no strategy, data collection, or built-in data driven improvement and so strategic messaging is diluted with random social media announcements, brochure updates or logo redesigns.
Fractional: no need for the big salary...
The remedy to this situation is simple: hire yourself a fractional CMO and satisfy yourself that they have the required understanding of your industry. This doesn't mean abdicating all oversight - the input of the leadership team is key to the success of your CMO - set clear objectives, communicate openly, and give your fractional CMO the autonomy to execute their strategy.
When it comes to B2B marketing for architecture, engineering, construction, and commercial real estate firms, the collaboration between your leadership team and your fractional CMO will result in innovation and growth. It will help your people to better evangelise about your brand and generate more opportunities for your business.
Your fractional CMO is not just a guide but a team player in crafting a narrative of success. Work with them and trust in their expertise, allow them to ensure that your strategies remain innovative and effective and watch your business grow.
Drop me a note if you want to know more tiffany@generateleads.ie.
