Fractional CMO

Executive-Level Marketing Expertise without the Full-Time Cost

Illustration of Fractional CMO working with clients

What is a Fractional CMO?

A Fractional CMO (Chief Marketing Officer) is a marketing executive who splits their time among multiple clients, dedicating a “fraction” of their time to each for a fraction of the cost of a full-time CMO. This arrangement makes a Fractional CMO an ideal solution for the marketing challenges faced by many SMBs.

With a Fractional CMO, your organization gains an experienced executive to create a cohesive marketing strategy and support lead generation, customer acquisition, and company growth. Your Fractional CMO will provide insights, leadership, direction, guidance, honest feedback, and training as needed.

A Fractional CMO, who serves as a part-time executive addition to your management team, is responsible for planning and overseeing the disciplined execution of all marketing efforts.

Responsibilities include:

  • Developing a marketing strategy that aligns with and supports the overall business strategy
  • Creating a comprehensive marketing plan and budget covering all marketing activities and best practices
  • Establishing and refining the company’s branding and messaging
  • Defining the market, segmenting it, and identifying the Ideal Customer Profile (ICP)
  • Formulating marketing campaigns across various platforms in coordination with sales leadership and the team
  • Guiding and overseeing the creation of all marketing collateral and materials
  • Managing Marketing Qualified Lead (MQL) generation campaigns
  • Enhancing the customer experience
  • Assisting with product development and pricing strategies
  • Establishing Key Performance Indicators (KPIs) and metrics
  • Monitoring, analyzing, and reporting on KPIs and Return on Investment (ROI)
  • Adjusting plans and execution tactics as needed, based on data and discussions
  • Providing direction, coordination, and management for implementing all marketing efforts, including:
  • Your in-house resources (and/or assisting in hiring a marketing team)
  • Any agency, service provider, or contractor you currently engage or wish to engage
  • Fractional CMO & Marketing’s own professional “outsourced marketing department”
  • Our extensive network of seasoned, trusted experts across all marketing disciplines you may choose to work with
How to Choose the Right Fractional CMO

A Fractional CMO is, by definition, a member of your executive team responsible for creating your marketing strategy, leading your marketing efforts, and managing the teams and individuals who implement the company’s marketing plan.

When searching for the right Fractional CMO for your company, consider their compatibility with the rest of your leadership team. Both your executive team and the potential Fractional CMO should feel comfortable working together and share similar values, work ethics, and levels of professionalism. Look for a polished professional who will represent your company in the way you want it to be perceived.

Additionally, a Fractional CMO must have substantial executive experience and a deep understanding of diverse marketing disciplines. This is not a “learn on the job” role, nor one that requires close supervision or “and-holding”. When you bring in a Fractional CMO, expect that person to simplify your work and help propel your company toward its goals.

A Fractional CMO does not work in isolation and does not implement all tactics independently. That person will likely oversee, guide and manage employees and agencies, as well as other vendors contracted by your company to support specific marketing initiatives. Therefore, your Fractional CMO should be a seasoned leader, capable of elevating performance across teams. The Fractional CMO should also have experience collaborating closely with other departments, particularly Sales, as well as with other executives within your organization.

Be cautious of any Fractional CMO candidate who quickly claims they can handle your challenges with minimal information and only a general understanding of your operation. A strong Fractional CMO will ask numerous questions, request relevant metrics, and review previous marketing efforts before proposing solutions and committing to leading your marketing strategy.