Fractional CMO stands for Fractional Marketing Officer and is the title of an individual who works with an organisation, delivering marketing support on a fractional basis. In some cases, companies will be looking for a marketing expert, only for a short term or on a consultative basis and this what Fractional CMO describes. With Fractional CMO, you get a senior marketing leader for a set period of time, for example, 10 hours a week, and the CMO would spend the remaining time with another client or several clients.If you use the services of a Fractional CMO it means you get that dedicated, expert help for a specific period of time, with full engagement, usually for six months or longer. The Fractional CMO will help support customer acquisition, through to sales development and growth. It is executive level experience, without the full time costs you would get from hiring a full time employee. The Fractional CMO has a deep understanding of marketing and will be a leader within their field. They will understand strategies, how to develop and implement these to improve business growth. Fractional executives are used by many organisations in other areas of the business and it is becoming more common to see Fractional CMO’s in marketing too. There are various ways a Fractional CMO may work, you may hire them on a temporary basis, part time or for an interim. You may decide to hire a Fractional CMO to advise and support your current marketing team. There are many different options to consider, based on your needs and those of your business.
You may decide that you don’t need a full time marketing executive, but you want some marketing support as and when you need it. This is often known as ‘on demand’ and it refers to using the help of a Fractional CMO when you need it. You might want the support on a part time or temporary basis and you can discuss the arrangement which works best for you.
If you have a marketing team who are not performing the way you would like, you may hire a Fractional CMO to turn it around. You may use the services of a Fractional CMO to train, support and review your marketing techniques and make changes to help turn your business around. This is quite a common way to use the services of a Fractional CMO, as having unsuccessful marketing techniques is not something most business can afford to absorb.
If you need a full time marketing executive, but your CMO has resigned and you need to fill the gap before you find someone, you may hire a Fractional CMO for an interim. This will allow you to ensure your marketing strategies and the continuity of your business remains while you look for a suitable candidate. The Fractional CMO is also in a good position to be able to help with the recruitment process, including screening and interviewing candidates.
You may have hired a more than capable team of trainees, but you could benefit from getting someone on-board in an advisory capacity to ensure they are using their skills and abilities to their full capacity. This will ensure that your brand remains consistent, you are sending out the same message across the board and the team are working towards a common goal. It is often the case that hiring an experienced Fractional CMO can be enough to empower and motivate your team, and in this way, you can ensure you are getting the maximum results from them. Advisory work can be imperative for the growth of any business, as it can really bring teams together, even if they are facing challenges.