Consultancy offering ‘part-time CMOs’, Orange Sky, shuts down

A consultancy offering part-time chief marketing officers to mid-sized businesses  is closing its doors, with the founder saying the market simply wasn’t ready for the service.

Raz Chorev founded Orange Sky in February 2016, saying “marketing is too important to be left to marketing departments”.

Orange Sky had CMOs for hire 

Orange Sky said boards of mid-sized enterprises could hire a corporate marketing executive for the price of a marketing graduate.

“Orange Sky chief marketing officers work with CEOs and boards of mid-sized enterprises to take their company to the next level. We’re not consultants or agency-type people. We’re commercially focussed marketers, working alongside the management team on a part-time basis,” the company said of its services.

Chorev has since conceded, however, that there is a perception gap between what marketers think they do, and the value businesses place on their function.

Chorev: The market’s not ready

“Bottom line is – I was too early. I still believe that every business can benefit from the experience of a senior marketer, to take control and set up a marketing function. Every marketer I ever spoke with, agrees. However, the market is saying otherwise. The market is not yet ready. There’s a fundamental gap between what marketers think the role is, and what business owners (many, not all) believe,” Chroev said in an e-mail.

“A similar gap exists throughout the marketing profession, but I don’t have the time and resources to fill that gap or wait until the market takes care of it.”

Orange Sky said there may ‘never be a need’ for a full-time CMO

Chorev said he will now channel his efforts into Orange Sky’s business parter Stylequity, a strategy consultancy for private businesses.

“I’ll continue to use my skills, experience and network, to propel mid-sized businesses to previously unimaginable new heights.”


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