Due to the emerging demand for professionals in the fractional capacity and a lack of job sites advertising vacancies, The Indie List founded The Fractional CMO Collective, which provides access to a curated range of experienced and talented senior marketing specialists.
There are other reasons why the job is gaining traction. It offers efficiency, as the hiring of a CMO can be a protracted and expensive process, especially for startups or smaller companies. It also offers flexibility to work with a variety of marketers depending on a company’s business needs as they emerge and need adjustment.
You can’t get the depth of relationship that you might do with other people in that organization or other leaders, because you’re not there every day.
John Hammond, fractional chief revenue officer, JHKL
The hiring of a fractional marketing leader is also a chance to test the waters for both parties. If a good fit is found on both sides, then it may lead to a more permanent situation.
The role of the marketer has also never been so complex, with the need to align with sales while also navigating growing ESG regulations, keeping pace with technology solutions, and ensuring the business’s messaging is both effective and authentic to customers. There may be a need for more than one person to ensure those elements are all covered.
Add to that the need to react to world events—for example, rising tensions in the Strait of Hormuz are impacting the world’s supply chain—which affect costs. An experienced executive can steer a business through these situations.
“With all of the challenges that businesses are facing … to be able to pick and choose who you want to solve different problems, it’s kind of a no-brainer,” added Herlihy.
The risks of going fractional
As with any marketing evolution, there are downsides to the seemingly new and exciting innovation.
With the increase in awareness of the number of business professionals laying claim to the title of fractional CMO, there has also been an increase in imposters who often lack the skills and knowledge to develop sound marketing strategies that meet businesses’ needs.
“That’s one of the most critical parts for the C-level fractional roles. It’s no good unless you’ve spent a period a C-level position. There’s just no point dressing it up, and most clients can spot it a mile off,” commented fractional chief revenue officer John Hammond.
He also highlighted that while a fractional leader might carry some responsibilities, they won’t invest the same amount of energy and time as a full-time executive, and that companies should understand that expectation when filling the role.
“You can’t get the depth of relationship that you might do with other people in that organization or other leaders, because you’re not there every day,” Hammond said. “It’s a bit like moving to a new country to work. Everyone is very nice to you, but they know you’re going to go.”
There are also questions to be asked about just how much a part-time marketing leader can understand the needs of a business and how to help it grow if they are not working with it full-time. Not having a solid grasp is an issue some agencies have encountered when being briefed or offering their solutions.
