When I launched Fractional CMO, LLC ten years ago, the term “fractional executive” was virtually unknown. Today, however, it’s widely used, and “fractional” has been adopted by professionals across various disciplines, such as fractional CFOs, fractional COOs, and others.
It’s worth noting that the term “Fractional CXO” is sometimes applied to temporary or interim engagements. However, I believe that using the term “fractional” for temporary assignments until a permanent executive is hired misrepresents the concept, possibly capitalizing on its growing popularity. True fractional executives dedicate a fraction of their time to each client while serving multiple organizations concurrently.
Early in my journey, as I validated the market need for fractional CMOs, I frequently asked small to mid-sized business leaders a simple question: “How do you currently manage your marketing efforts, and who handles it?”
The typical response was something like: “I oversee marketing, but I realize it should ideally be managed by a qualified Chief Marketing Officer or Marketing Director. However, our company isn’t large enough to justify hiring someone full-time.”
“What if you could rent one?” was my standard follow-up. Their eyes often widened in surprise: “What do you mean? I didn’t know that was possible…”
I had this conversation repeatedly at numerous networking events, business owners’ forums, and similar gatherings. Clearly, many small and mid-sized businesses could greatly benefit from fractional CMO services—and indeed, many have.
Over the past decade, the fractional CMO role has become increasingly popular. Now, more professionals than ever offer businesses strategic marketing support on a fractional basis. Interestingly, COVID lockdowns accelerated this adoption. Remote working became a necessity, increasing openness among executives to collaborate with leaders who weren’t physically present in their offices.
Beyond the impact of the pandemic, technological advancements also significantly boosted the fractional model. Innovations over the last decade transformed marketing practices, enabling marketing executives and teams to manage campaigns, coordinate tasks, and deliver results efficiently from any location.
Key technological advancements facilitating fractional CMO adoption include:
Engaging a fractional CMO for your marketing strategy, planning, and execution oversight is both effective and efficient. Primary benefits of utilizing a fractional CMO include:
If you haven’t yet considered engaging a fractional CMO for your company’s marketing leadership, now may be the ideal time. You may find the fractional model refreshing and valuable—not just for marketing but for other executive disciplines as well.
