frac·tion·al/ˈfrakSH(ə)nəl/ - filling the strategic gap

What does “fractional” mean?

According to Merriam Webster and ChatGPT it can mean a few things. But they can all agree it is a part of a whole.

So then what does Fractional CMO refer to?

Those same resources certainly have their perspective but let’s get into exactly what a Fractional CMO is.

Many are concerned with hiring someone who is “fractional” but those who know their business and understand where they are going with their business are perfect for any fractional c-suite leader. And any fractional leader worth their salt will provide enough value that they perform like a full time team member because they will be focusing on what is driving the business.

Many brands have members of their executive teams way too in the weeds and pulling levers on tactics in addition to their strategy, planning and budgeting responsibilities. But why? If you were to break down those hours dedicated to tactical execution to an hourly cost you would be nauseous. Don’t get me wrong, getting your hands dirty as a leader is a must but you can not lead a team if your head is pointed down for too long. Then many brands will divest of their leadership for not driving results. Sometimes fair but the leader may not have been set up for success from the beginning.

Now, as the CEO, think of having a killer marketing team under you. They get it. And they want it. Maybe that killer team consists of one super power team member or maybe your team is a few specialists plus some trusted outside agencies. But the team is not producing the results from either scenario as they are craving direction, guidance and need more accountability. And most importantly they need a strategy to show where they are heading and how they can help propel the business forward.

That's where your fCMO comes in.

To fill the strategic gap.

For when you as the CEO do not have the time or experience to lead the team and drive results you need to grow your business. Or when there are budgetary constraints to hiring someone full time as a c-level marketing leader but you need the experience and leadership to drive the team.

So when your company is missing that level of leadership, experience or accountability and the company’s marketing department’s results are the victim then it is time to bring in a fCMO.