Executive brief / Marketing Leadership
What Does a Fractional CMO Actually Do?
The direct answer
A fractional CMO provides senior marketing leadership to a company on a part-time basis. The role typically includes strategy, priorities, team leadership, budget allocation, positioning, growth planning, measurement, and coordination of the people and partners executing the marketing plan.
The word fractional describes the time commitment.
It should not describe the level of responsibility.
A strong fractional CMO operates as part of the leadership team.
The work may include:
- Assessing the current marketing function
- Building the marketing strategy
- Establishing priorities
- Defining the ideal customer
- Positioning the company
- Building the budget
- Managing agencies and contractors
- Leading internal marketers
- Improving sales and marketing alignment
- Building measurement systems
- Hiring marketing talent
- Preparing the company for a permanent leader
The specific work depends on the business.
Some companies need growth acceleration.
Others need a complete marketing rebuild.
Some need temporary leadership after an executive departure.
Others need experienced guidance before they are ready for their first full-time marketing executive.
Key Takeaway
A fractional CMO should own marketing decisions, not simply provide advice from the sidelines.
Decision support
FAQ
Is a fractional CMO a consultant?
There can be overlap, but a fractional CMO is generally more embedded in operating the function and taking ownership of outcomes.
How many days per week does a fractional CMO work?
It varies based on the needs of the company and the engagement model.
Does a fractional CMO manage the marketing budget?
They often help build, allocate, evaluate, and manage the marketing budget.