CMO Q&A: What Is the Role of Marketing in Sales and Development?

In each issue of Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're leading their companies.

Throughout the year, we'll be selecting one of those questions -- and providing answers from recent CMO profiles. If you like what they say and are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we've provided links to their full profile.

This week: Why is it so important for the marketing department to have a "personal touch" when it comes to helping the brand connect with franchise prospects? How does this help your franchise sales and development effort?

Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
As a whole, all departments, including the marketing department, contribute to the potential franchisee's decision to join the Sizzler system. It's our job to educate new and prospective franchisees about their core guest base, competition, and trade area using mapping and demographic analytic technology. We strive to develop personal relationships and have an open-door policy with our franchisees to ensure the success of their business. Read the full profile.

Katherine LeBlanc, CMO, Painting with a Twist
An ideal franchise prospect is already on board with our brand's vision before they know it! That happens through their interaction with the brand and the marketing before they get to us. If we're able to do that, we're connecting with the right prospects and the process begins on a great note. Read the full profile.

Kieran McCauley, Vice President of Marketing, HealthSource
Seeing how energetic the marketing team is about the brand is a strong selling point for prospective franchisees. It also helps explain the systems we have in place for media buying, social media, public relations, and promotions. Essentially, we take the work out of marketing for our franchisees. Read the full profile.

Denise Pedini, Executive Vice President of Marketing, Pizza Inn
Our franchisees know us, and so they put their trust us. This makes them much more willing to participate in our recommended marketing strategies. When a prospective franchisee meets all of us and observes how all our departments work so closely together, it's easy to see that we truly care about the investment they are making in our brand. Read the full profile.

Claudia Schaefer, CMO, Jamba Juice
We have a team that specializes in the recruitment, onboarding, and training of franchisees. Our franchise recruitment team and outside partners work together to develop educational tools and assets to help prospective franchisees understand the brand and business opportunity. Read the full profile.