Slicing Off a Piece of a Fractional CMO (Chief Marketing Officer)

by Debra Andrews | March 19, 2015

Have you ever wandered by a bakery in the mall looking for samples? One perfect, virtually calorie-free bite (or two) can be all it takes to leave you satisfied.

That feeling is similar to what makes a Fractional Chief Marketing Officer so attractive for today’s companies.

What is a Fractional CMO?

A Fractional CMO is a marketing leader who oversees in-house marketing personnel and/or teams of subcontractors to implement strategic marketing plans. They work on a part-time basis and can help create long-term growth and in-house marketing programs over time.

Generally, Fractional CMOs offer senior, Fortune-500 level guidance and a holistic marketing approach to SMBs for a fraction of the cost of a full-time executive. For many mid-sized B2B businesses, hiring a full-time CMO is typically not cost-effective and may even lead to diminishing returns.

There are a number of Fractional CMO services and models. Some place professionals on site, full-time, for short periods. Others place them on a longer-term, partial-week basis. Regardless of the exact setup, B2B businesses can get a sliver to a slice of marketing experience to guide their marketing efforts and help drive their growth.

Why is this model and fractional marketing rising in popularity?

In this ultra-competitive and evolving digital landscape, mid-sized B2B businesses need smarter-than-ever marketing. Without an overall strategy to ensure that resources are being maximized, marketing is little more than gambling. This is precisely what too many businesses do – roll the dice and hope for the best. Fractional CMOs can provide top-level guidance and B2B strategic marketing consulting that results in the odds stacked overwhelmingly in the business’s favor.

Are Fractional CMOs Too Good to Be True?

I love the notion of Fractional CMOs, and I’ve built Marketri around the notion! Many B2B businesses hire marketers at the Coordinator and Manager levels, mainly due to financial concerns, and expect them to deliver strategic guidance. In reality, not all professionals are capable of being “big picture” thinkers, especially during the early stages of their careers. They might be terrific tacticians, but need some marketing leadership to ensure that their efforts are optimized.

Although we didn’t coin the phrase “Fractional CMO,” Marketri is often brought in to provide access to strategic marketing consultants for tactical marketing professionals in B2Bs. We provide senior-level support, an outside perspective, and current marketing best practices. We also get the benefit of being able to leverage an in-house professional’s tactical skill set and strong relationships within the company.

When it comes to modern marketing, B2B businesses should consider fractional marketing as a tool for their ultimate success. As the needs of their organizations change, a Fractional CMO could be the bite-size morsel needed to jump-start an effective, results-driven marketing program.

Want to Know More?

Click the image below to get our free guide about fractional marketing. It offers insight into important questions that any company leader should answer before deciding on how to staff their marketing function:

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