Congratulations, business owner! You’ve scaled that idea into a real-life, money-making business. Now that you’ve gotten your start-up off the ground, it’s time to start building your brand and getting your message out to more potential customers. 

When it comes to your industry, your product or service, you are the expert — but when it comes to branding and marketing that business, you may not be. Having a seasoned Chief Marketing Officer (CMO) in your corner can make all the difference. A CMO plays a crucial role in defining your brand, growing your audience and ultimately scaling your business. However, many start-ups and growth-stage companies don’t have the resources for a full-time CMO – this is where a Fractional CMO comes in.

What is a Fractional CMO?

A Fractional Chief Marketing Officer (CMO) is a part-time or temporary outsourced position which fulfills the role of a lead marketing executive for a business. Typically, this role is a contract employee or an agency/vendor partner. 

A Fractional CMO helps create and align marketing and brand strategy to overall business goals. This position is often especially valuable to founders, as it takes these important functions off of their plate so they can focus on growing other areas of the business — like operations, product offerings or distribution.

What to Expect from a Fractional CMO

Depending on your business needs, industry or the experience of your candidate, the fractional CMO role can vary. However, typically this position will oversee the following functions:

• Defining marketing strategy
• Overseeing the team/agency in charge of marketing execution
• Selecting or advising on marketing technology and vendor partnerships
• Managing/mentoring and/or growing the company’s marketing team
• Setting marketing KPIs and establishing processes and systems for measuring results

While some Fractional CMOs will work on a month to month basis, it’s ideal to hire this role for a minimum of six months. Typically, Fractional CMO engagements run 6-12 months. In this time frame, a solid marketing foundation can be created and set in motion, at which time the business can evaluate the need for a more permanent hire, agency relationship, or continued fractional arrangement. 

Benefits of a Fractional CMO

• Customized Expertise for Your Business’ Needs: This arrangement allows you to prioritize your top business priorities and bring in the expertise where it’s most needed
• Cost-Effective Solution: It’s the best of both worlds. The strategic brilliance of a CMO without the financial strain. Fractional CMOs work on a part-time or project basis, giving you flexibility as you grow.
• Outside Perspective: Bringing in a fresh set of eyes to review your business objectives and help you grow your audience is never a bad idea. Plus, a seasoned Fractional CMO will have potentially worked with other companies and industries and can bring those insights. 
• Strategic Guidance for Growth: Fractional CMOs bring a wealth of experience and strategic vision to the table. Whether you’re navigating a new market, launching a product, or rebranding, these marketing professionals can provide the guidance needed to steer your business toward sustainable growth. 
• Access to a Network of Resources: Fractional CMOs often come equipped with a vast network of industry connections. This network can be invaluable for your business helping you find the right technology, vendors or collaborations to move forward.

Consumer expectations are at an all time high. The digital landscape is constantly evolving. If you are focused on growth, a strategic marketing partner is non-negotiable. A Fractional CMO offers the perfect balance between expertise and affordability, providing your business with the strategic guidance needed to thrive in today’s competitive landscape. 

Not sure where to start? Reach out today for a free consultation with Sabatino Marketing LLC.