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Selling marketing’s worth while avoiding selling success every time, along with how to work with boards now obsessed by risk, were key imperatives marketing leaders from Guzman y Gomez and Uber, along with one non-executive director, tackled on a panel at the launch of the CMO Awards, powered by Mi3. In a discussion that reflected the very nature of elevating marketing’s stature in business and its role in powering growth, the trio were quick to agree challenge is the mother of opportunity if you’re able to reframe macro-economic conditions – and trust your gut as well as data some of the time.

Last weekend Netflix’s #2 trending title in Australia underlined just how good marketing and product teams in fashion, FMCG and consumer tech have got at triggering desire to the extent executives who worked for – and ran – some of the biggest names in consumer goods and ecommerce globally now say convenient consumption brought about by the ecom revolution is producing such an increase in waste it’s choking countries designated for dumped re-use and recycling – literally. Company presidents, top marketers, UX designers and even Unilever’s former CEO outline the impact of industry mastering the science of consumption for growth strategies that have already busted the thresholds for planetary trash. It’s a perplexing conundrum going mainstream if the popularity of the Netflix film is any signal.

It’s a burgeoning executive workforce that marketing talent makes up the lion’s share of right now: Fractional is a global resource modelling approach quickly gaining momentum both for the low-risk impact it delivers companies large and small operationally and strategically, as well as for the flexibility it gives executives to exercise their craft without the burden – and politics – that come with being a FTE. It’s especially appealing to experienced marketers who want to practice the “magic and dazzle” of marketing and stay accountable and hands-on inside an organisation while controlling their own hours, says experienced marketer and fractional CMO success, Taz Bareham. And as complexity of CMO remit and growth expectations accelerate, a host of new curated ‘proto agencies’ are showing up, providing a smorgasbord of CMO skills and experiences on tap, such as CMO Syndicate and Tumbleturn’s Fractional CMO practice. In Mi3’s latest podcast, we get the lowdown on why fractional executives are only expected to keep growing their share of the jobs pool, even as the challenges of definition, charging models, expectations of marketing and of a fractional workforce remains a moving feast.