The role of chief marketing officer (CMO) is well-established. The creation of “chief marketing officer” as a position dates back to the 1990s in response to the increased complexity and strategic importance of marketing as a business growth driver. Today, most every company listed on the Fortune 500 has one and the broad parameters of the role are well understood. In recent years however, organizations began experimenting with a new twist on marketing leadership: the “fractional CMO.” 

Frequently used by startups and small and mid-sized firms looking to grow, the fractional CMO can be hard to define for those unfamiliar with the approach. Not quite a consultant, certainly not a full-time employee, it creates a good deal of questions for companies weighing their options for strategic marketing leadership. 

If you’re testing the waters on adding some strategic marketing horsepower to your stable, lucky you! This blog is all about identifying the differences between a fractional CMO and a traditional, full-time CMO.

 

CMO

Fractional CMO

What is it?
  • A senior marketing executive who reports to the CEO
  • Works full time for the organization and oversees all aspects of marketing (strategy, demand generation, content, brand management, etc.)
  • Ensuring all marketing activities align with business objectives and support revenue growth
  • Manages all marketing teams, tools, and processes
  • Works closely with sales, product/solutions leadership
  • Continuously focuses on the needs of the customer
  • A senior marketing executive who works for a portion of their time with an organization to oversee many or all aspects of marketing (strategy, demand generation, content, brand management, etc.)
  • Ensures all marketing activities align with business objectives and support revenue growth, provides frameworks to ensure implementation of effective programs (from ideation through analytics) and has a deep understanding of the organization’s marketing and its dynamics
  • Partners directly with sales and product/solutions leads
  • May serve as fractional CMO for more than one organization

Who does this model typically work best for?

  • Larger organizations (either in maintenance or growth mode)
  • Start-ups and small to medium-sized organizations who want to grow but do not have the budget nor the need to hire a full-time marketing executive
  • Organizations that have more junior marketing personnel in-house but need experienced strategic leadership to develop and execute successful strategies

Compensation
  • Dependent on many factors: geography, direct reports, company size, years of experience, etc.
  • Median salary is $342,859 (source: Salary.com)
  • Standard benefits (401k, health/dental insurance, etc.)
  • Roughly $200-350/hour

Hours
  • Full time
  • Typically 15-20 hours/week depending upon budget and scope

Whether you’re leaning toward hiring a full-time or a fractional CMO, either route can take your marketing function to the next level. The real key is deciding which kind of marketing executive is going to be the right fit for your organization’s strategic needs and how much budget you have to devote to it. 

Still can’t make a decision? Reach out to ClearEdge Recruiting now and spark a conversation about how we can help you achieve your strategic goals for growth.