The Case for Fractional CMOs: Cost-Effective Marketing Leadership for Emerging Middle Market Companies

In case you didn’t know this about my career…and why would you?

• I started and have run a successful marketing agency for 30 years
• I served as a Fractional CMO to rapidly growing B2B clients
• I led marketing teams as a strategic advisor to craft and creative operations

And if there’s one thing I’ve realized from working in each of these roles (both full-time, part-time, and outsourced), it’s this – half-in marketing help produces half-hearted results.

I had a company executive once tell me they were “experts at random acts of marketing.” …and they thought it was a barrier to the 8-figure growth they were trying to achieve through raw sales heavy lifting. It was not a model that would scale.

Whether you're a rapidly growing manufacturing or B2B company or an established but plateaued player in your industry, effective marketing is crucial for driving revenue growth and scale. But what if you don't have the resources to hire a full-time Chief Marketing Officer (CMO)? That's where a fractional CMO can and should be considered.

A fractional CMO brings a wealth of marketing expertise to a company without the high cost of hiring a full-time CMO. This means companies can access the same level of strategic guidance and leadership without long-term financial commitment. In my 30 years of running a successful marketing agency, serving as a fractional CMO, and leading marketing teams as a strategic advisor, I've seen the power of a collaborative approach to marketing.

Here are some of the key benefits of a fractional CMO engagement:

• Expertise without the cost: A fractional CMO brings a wealth of marketing expertise to a company without the high cost of hiring a full-time CMO. This means companies can access the same level of strategic guidance and leadership without long-term financial commitment.
• Objectivity and fresh perspective: A fractional CMO brings an objective, fresh perspective to a company's marketing strategy. They can identify areas for improvement that may have been overlooked by internal teams and provide a strategic roadmap for achieving revenue growth.
• Flexibility and scalability: Fractional CMO engagements are highly flexible and scalable. As a company's marketing needs change, a fractional CMO can adjust their level of involvement accordingly. This means companies can access the expertise they need, when they need it, without over-committing resources.
• Accountability and results: A fractional CMO is accountable for delivering results. They are typically hired to help a company achieve specific marketing goals, whether it's increasing website traffic, generating leads, or improving brand awareness. This means they are highly motivated to deliver measurable results that contribute to revenue growth.
• Collaborative approach: A fractional CMO works closely with internal teams to ensure everyone is aligned and working towards the same objectives. This collaborative approach helps to build trust and create a more cohesive marketing team.

This is NOT one more random act of marketing. If it is…do not proceed. Let me ask you this. Do you think this role should sit in your quarterly executive sessions? Planning for the annual efforts? Sit on the executive team weekly? If so…good fit. It's a great test.

If this is the way you're thinking the expertise of a seasoned marketing professional, a fractional CMO engagement may be the right choice for your business. Expertise without the cost, objectivity and fresh perspective, flexibility and scalability, accountability and results, and a collaborative approach, a fractional CMO can help you achieve your marketing goals and drive revenue growth. And as someone who has seen the power of this type of engagement firsthand, I can tell you that half-in marketing help is simply not enough to achieve the results you need.