Author: Nicole Bergen
You’ve invested time, effort, and money into marketing, but something isn’t clicking. Your campaigns aren’t delivering the growth you expected, and traditional marketing strategies aren’t cutting it anymore. You’ve tried everything, from hiring creative agencies to diversifying in-house teams, but you’re still not seeing the results you want.
You know you need change—something more strategic, more agile, and more cost-effective—but where do you start?
Enter the Fractional CMO: a marketing expert who can lead your strategy with a network of industry knowledge at a fraction of the cost. A Fractional CMO brings fresh perspectives, a wealth of experience, a vetted network, expert strategies, and flexible leadership to help you break through growth barriers and scale efficiently.
In this post, I’ll break down what a Fractional CMO does, why it’s the perfect solution for businesses looking to level up, and how we can bring your marketing to the next level without the high costs of a full-time executive. Stay tuned for personal stories, insights, and tips straight from my experience as an outsourced CMO.
Ready to start seeing ROI on your marketing efforts? Let’s dive in.
1. What Exactly Is A Fractional CMO, And How Does It Differ From A Full-Time CMO?
Simply put, a Fractional CMO is a marketing expert who steps into your business on a part-time basis, bringing top-tier strategy without the full-time commitment. Think of them like a personal chef. They offer the same high-quality meals without the overhead of owning a restaurant.
With a full-time CMO, you’re signing up for an ongoing, long-term commitment, which can sometimes feel like a major investment, especially for businesses that are still in growth mode or testing the waters.
A full-time CMO’s role can often get lost in the day-to-day operations, and while they’re experts in the field, they come with a lot of overhead for a business to carry. Not to mention, full-time roles can get stuck in their walls of expertise, limiting agility and creative solutions.
On the other hand, an outsourced CMO gives you the flexibility to scale your marketing leadership up or down based on the needs of your business without the heavy financial commitment.
You get a strategic expert who can plug into your company’s growth stages with precision and offer advice on go-to-market strategies, brand positioning, budgets, ad spending, and more. They’re like a marketing consultant who feels like part of your team without being tied to a 40-hour workweek.
Fractional CMO vs. Full-Time CMO
| Benefit | Fractional CMO ✅ | Full-Time CMO ✅ |
| Cost-Effective | ✅ Lower overall cost (monthly retainer or hourly) | ❌ High salary + benefits + bonuses |
| Strategic Expertise | ✅ Access to high-level expertise | ✅ Yes, but at a higher cost |
| Fresh Perspective | ✅ Brings an outsider’s unbiased view | ❌ May get stuck in company culture blind spots |
| Great for Expanding into New Demographics & Markets | ✅ Experience across industries helps break into new audiences | ✅ Can execute long-term brand strategy, but may lack fresh insights |
| Faster Onboarding | ✅ No lengthy hiring process, ready to go | ❌ Weeks/months of recruiting & onboarding |
| Always Up-to-Date Insights | ✅ Works with multiple industries, staying ahead of trends | ❌ Limited to company’s internal experience |
| Flexible & Low Commitment | ✅ Work as needed, scale hours up/down, and adjust as business evolves | ❌ Locked into long-term salary & contract |
2. What Can A Fractional CMO Do For My Team And Overall Businesses?
Hiring a Fractional CMO can be a game-changer for businesses looking to grow or break into new markets. It offers a blend of flexibility, expertise, and cost-effectiveness that’s hard to beat.
The flexibility is huge—you get access to a seasoned marketing expert. Fractional CMOs can scale based on your needs, so you don’t have to worry about paying for a full-time salary if your business doesn’t require 40 hours a week of marketing leadership.
Plus, the expertise they bring is “always on.” They’ve seen it all and know how to pivot when markets change. Need a vendor for editing social media videos? Got one. Know anyone who can build media buys? I know just the team. There is no stagnation.
Whether it’s analyzing customer behavior, auditing budgets, or crafting a seasonal marketing plan, they’re constantly infusing experience with real-time knowledge to help your business grow.
And let’s not forget one of the biggest benefits: no onboarding. Outsourced CMOs come with a wealth of experience and can hit the ground running without the months of training and ramp-up time that come with hiring a full-time employee. You get immediate value with minimal downtime.
3. When Should I Consider Hiring A Fractional CMO?
Hiring a Fractional CMO is a game-changer when your business is hitting key growth or marketing roadblocks. Whether you’re struggling to see Return on Ad Spend (ROAS), scaling too fast, or looking to break into new markets, a part-time CMO can step in to provide high-level strategy without the long-term commitment. Here are some signs that it might be time to bring one on.
- Your marketing isn’t driving ROI anymore, and you need fresh eyes
- If your marketing campaigns aren’t generating the returns they once did, a fractional CMO can bring in fresh perspectives and identify areas that need reworking or revamping. They can quickly assess the situation and develop new strategies that breathe life back into your marketing.
- You’re scaling fast and need expert leadership without the full-time cost
- As your business scales, it’s important to have someone at the helm who can keep your marketing strategy aligned with your growth. An outsourced CMO offers expert leadership, helping you navigate the complexities of scaling without the burden of hiring a full-time executive.
- Your in-house team lacks a marketing strategy for today’s social-first world
- If your internal team is great at execution but struggles with high-level strategy—especially in the fast-moving world of social media and digital marketing—this is a great moment to tap into the expertise of a fractional CMO. They’ll provide the leadership and guidance your team needs to stay ahead of the curve.
- You’re expanding into new markets and need strategic positioning guidance
- When you’re branching out into new markets or targeting new customer segments, you need someone who understands strategic positioning inside and out. A fractional CMO can help you carve out a strong brand presence, ensuring your marketing resonates with the right audience in those new areas without alienating your core customers.
4. How One Business Unlocked Growth with a Fractional CMO at the Right Time
One retail client we worked with was looking to introduce themselves to a younger viewer not typically found in traditional TV by using streaming video platforms like Amazon Prime, Hulu, Paramount+, Peacock, and YouTubeTV to name a few. The goal was to use these platforms to find, influence, and acquire younger customers not found through traditional methods. With limited awareness of how to buy, the going rates, or deliverables it became difficult to decipher which vendor partnerships were going to yield the best value and which ones were NOT as the proposals came flooding in. One of our fractional CMOs was able to help vet and guide this client toward solutions she had seen work well in similar situations which streamlined the vetting process, saving the company both valuable time and money.
5. How Can A Fractional CMO Help Scale My Business?
A Fractional CMO brings top-tier marketing experience without the hefty price tag of a full-time hire. By working part-time or on specific projects, they provide high-level strategic guidance at a fraction of the cost of a full-time CMO without the long-term financial commitment.
They’re also incredible resources. Because they work across all marketing channels in various industries, they have the inside scoop on vendors, pricing, and strategies. They can walk you through the buying process of a new ad model, recommend a vendor to work with and negotiate a great rate. Chances are they’ve seen it before and know how to get you from point A to point B fast.
6. How Much Does A Fractional CMO Cost?
When it comes to hiring a Fractional CMO, cost can vary based on a few key factors. First, think of it like renting a high-end sports car: you’re paying for performance, expertise, and flexibility, but you’re not locked into keeping it in your garage forever. Here are a few things to consider about pricing.
- Scope of Work: The more comprehensive your needs (strategic planning, high-level guidance, project-based work), the higher the cost. A CMO handling everything from brand strategy to go-to-market planning will cost more than one simply helping with specific campaigns.
- Expertise & Experience: Just like in any profession, the more seasoned the CMO, the higher the price. A CMO with deep industry knowledge or years of proven success will likely come at a premium—but they’re worth it.
- Engagement Type: Outsourced CMOs typically work on monthly retainers. Monthly retainers fall in the range of $5k to $15k a month, with larger firms or more strategic work pushing higher.
- Duration of Engagement: Longer engagements often offer flexibility in pricing. You might get a better deal if you hire someone for an ongoing role versus a short-term, high-impact project.
The number of LIVE meetings, on-site visits, supervised team members, and overall marketing budget also heavily drive the cost of Fractional CMO contracts, but a good rule of thumb is 20-50% of the total cost of the full-time job.
For example, according to Salary.com, the average full-time CMO in California costs a company $373,650+ (tax and benefits), but you can expect to pay the following for a Fractional CMO with similar experience.
| Annual | Monthly | Savings | |
| 20% | $74,730 | $6,227 | ($74,730) |
| 30% | $112,095 | $9,341 | ($112,095) |
| 50% | $186,825 | $15,569 | ($186,825) |
7. How Will A Fractional CMO Work With My Existing Marketing Strategy?
When we begin working with a new business, we run through a few key steps to gain an understanding of the bottlenecks or pitfalls.
Step 1: The first step is to do a marketing budget audit.
This involves reviewing all paid media spending and ancillary marketing budget expenses like printing costs, tech, payroll, and video production to determine if you are under or overspending for your industry and growth stage.
Step 2: Second comes a media mix analysis.
From there, we’ll do an analysis of your paid media mix (or paid advertising channels) to ensure the company is not over or under-spending at each stage of the marketing funnel. Think: TOFU (top-of-funnel), MOFU (middle-of-funnel), TOFU (bottom-of-funnel).
Step 3: Then comes vendor audits
We review your marketing contracts with each paid vendor and determine if all the correct deliverables are in place. We identify weak spots for the company founder, CFO, and executive leadership team and begin working to make cost reallocation recommendations as needed to improve the company’s return on ad spend (ROAS).
Step 4: Next comes a top-down creative review
The purpose of this exercise is to understand how the company is positioning itself in the marketplaces it seeks customers. Is the current creative and storytelling effective for that desired customer? What are the 3-4 unique selling propositions (USP) that need to be present in paid creative messaging to connect with customers?
Step 5: Last, and this is an ongoing process,optimization
Establishing key performance indicators, or KPIs, for marketing performance is a critical piece to measuring the impact of marketing spend. Common measurements include revenue, customer transitions, social media engagement, and, for retail clients, foot traffic.
At this point, a Fractional CMO will bounce between the above four buckets to find improved optimizations as market conditions and seasons change.
The two most common situations Fractional CMOs encounter are companies with high growth momentum relying too heavily on digital-only bottom-of-funnel tactics like Pay-Per-Click (PPC). And, stagnant growth companies rely too heavily on traditional media or top-of-funnel tactics without a proper digital “net” to capture those customers they desire an audience with. A media mix analysis will uncover these issues, and a Fractional CMO will be able to help the company get unstuck from these situations quickly.
8. Are Fractional CMOs Really Invested In My Business?
There are a few misconceptions I hear floating around about Fractional CMOs that I’d like to clear up.
- Myth: Fractional CMOs are only for large enterprises.
This one’s a biggie. A lot of people hear “Fractional CMO” and think it’s a high-end, luxury service only for big companies. But that’s not the case. In reality, outsourced CMOs are incredibly affordable and accessible, especially for regional businesses or growing companies that need expert marketing leadership without a full-time salary. You’re getting top-tier expertise at a fraction of the cost—literally. Whether you’re a family-owned business or a startup, fractional CMOs make high-level marketing leadership affordable and scalable. - Myth: Fractional CMOs aren’t as committed as full-time hires.
Look, the idea that part-time CMOs aren’t as dedicated as full-time employees is simply not true. In fact, because we’re often brought in for specific challenges, there’s an extra level of focus and urgency. The difference is we give you all the high-level strategy and industry experience you need without dragging out the process of onboarding or eating into your bottom line.
9. How Fractional CMOs Align With Overall Business Goals
To align with a brand’s business goals, we start with a critical question: Are you after foot traffic and lead gen, or are you after changing and growing your brand’s perception? You can’t do both at the same time. Pick one. From there, we align the execution strategy accordingly. That means a different emphasis on targeting, creative storytelling, and the metrics we choose to measure success.
10. How Fractional CMOs Track Measurable Results
It’s important for a fractional CMO to educate the team about realistic goals for marketing. The role of marketing is to bring people to the sales process, not to close the deal. While revenue is an important overarching KPI for the company it is not a strong KPI to measure marketing success.
For physical locations, we track door hits or foot counters to measure the flow of customers. For professional services, call data and web forms work best. Asking for match-back data to measure ROAS is also really important for media buys to ensure the targeting tactics being used are generating the impact in the zip codes those audiences are being reached.
How many of those opportunities turn into transactions is up to other departments. Traffic is the key measurement for marketing strength and the one you’ll want to see an increase after hiring a part-time CMO.
11. Will Fractional CMOs Integrate With My Teams And Company Culture?
Step one is to meet in person to break bread with key personnel. And listen. Listen to the things they love about the company, their job, and their customers. When you understand what motivates key players, you can better understand how to approach them with needs or questions.
Standing weekly meetings are essential to review key priorities, but I always leave time to ask people about something they were proud of accomplishing that week, too. This helps me get to know the people I work with.
I also like to provide written summaries monthly or quarterly on the key initiatives being worked on, progress, and results. This helps people feel involved and get that rush of positive momentum.
12. How Hiring A Fractional CMO Improves A Company’s Long-Term Marketing Strategy
When you hire a Fractional CMO, you’re not just getting someone to tweak your marketing for the next quarter—you’re bringing in a strategic partner who will shape the trajectory of your business for years to come.
Unlike a part-time CMO who’s just there to manage tasks, a fractional CMO like me dives deep into your company’s long-term vision. I work with you to craft a sustainable marketing strategy that aligns with your goals, adjusts to market shifts, and builds a foundation for future growth.
As an outsourced CMO, I focus on the bigger picture: improving your customer acquisition channels, optimizing your brand positioning, and identifying long-term revenue-driving opportunities. We don’t just fix things as they come up—we put a plan in place that helps your company scale, stay competitive, and adapt as the market evolves.
When I step in, my goal is to ensure marketing leadership that grows with your company, not something that needs a total overhaul every year. It’s about building frameworks that last, using industry know-how to avoid common pitfalls, and making sure your brand is always prepared to meet the demands of tomorrow.
13. What Kind Of Businesses Or Industries Benefit The Most From A Fractional CMO?
A Fractional CMO is a great fit for businesses at various stages—whether you’re a startup looking to build your marketing foundation, a growth-stage company scaling quickly, or a legacy business wanting to refresh your marketing approach. It’s a flexible solution that provides high-level expertise without the commitment or cost of a full-time hire. Let’s take a look at a few cases I see gaining the most from fractional marketing leadership.
Fractional CMOs for Legacy Companies
Legacy businesses, especially in industries like home services or furniture retail, are often the most reluctant to change but stand to gain the most. You’ve been doing things a certain way for years, and while it’s worked, it’s not enough anymore. Enter the part-time CMO—someone who can guide your marketing strategy into the modern age without the risk of a full-time hire. With fresh eyes, a Fractional CMO can identify outdated practices and provide insight into optimizing your marketing in a rapidly changing world.
Fractional CMOs for Startups
As a startup, you’re in the middle of figuring out how to scale and reach the right audience. A Fractional CMO can step in with the expertise and leadership you need to build a marketing framework from the ground up. Whether you’re in personal injury law or home services (like HVAC), having someone who knows how to move quickly, build efficient campaigns, and establish brand authority is key to long-term success.
Fractional CMOs for Growth Phase
When your business starts to hit a growth phase, you need marketing leadership to help guide you through that transition. Retail furniture stores, for example, often face fierce competition and need smart strategies to position themselves effectively. A Fractional CMO helps you refine your messaging, optimize your marketing spend, and tap into new customer segments to keep that momentum going.
14. What To Ask When Interviewing A Fractional CMO
Start by asking the Fractional CMO about the companies they’ve worked with. Listen closely for any names or industries that resonate with you. Recognizable brands or businesses in your space can signal a depth of experience and reliability. Don’t hesitate to ask for references—if they’ve worked with companies similar to yours, they’ll be able to speak directly to the challenges and successes in your industry. A strong network of past clients means they’ve likely navigated through similar hurdles, and that’s an asset you’ll want to tap into.
Next, challenge them with a real issue you’re facing in your marketing strategy. Whether it’s a stuck campaign, unclear KPIs, or a team struggling with direction, see how they respond. A seasoned part-time CMO will not only identify the problem but offer actionable, strategic solutions. Pay attention to the depth and clarity of their response—if their approach makes sense and aligns with your goals, it’s a good sign they’ll be able to drive meaningful results.
If you’re impressed with their insights and feel confident in their expertise, offer a 90-day trial. This will give both you and the CMO time to evaluate the fit without a long-term commitment. Over the course of the trial, assess how well they integrate with your team, tackle challenges, and help move the needle on your marketing goals. This hands-on experience is the best way to truly gauge if the Fractional CMO is the right partner for your business.
15. How Elevate’s Fractional CMO Services Stand Up To Others In The Market
For starters, we answer our phones.
A lot of CEO/Owners I work with are time-starved during business hours. I speak to most of them before 8 AM and after 6 PM because that’s when they can think and like to brainstorm ideas. I make myself available for them when they need me.
I also include a market trip once a quarter to visit stores and have face-to-face conversations with different team members to help build rapport and trust. This is a very important component of the relationship because a lot of departments impact marketing, so it’s critical to have good relationships with finance, purchasing, and sales. When those teams work well together, everyone wins.
Because I have worked with so many brands over the years, I bring a unique perspective to decision-making. My clients can learn from my past mistakes. An example of this is the execution of sweepstakes. There are so many rules and regulations about what you can do and say when running a sweepstakes campaign. If a client hasn’t done one before, I can help them avoid the pitfalls I’ve seen others experience to ensure success.
My clients benefit from me not working for them full-time because they get all that experience as an added value to learn from. They don’t know what they don’t know, but because I have a seat at several other tables, I have a first-hand view of a lot of things and they benefit from that BIG TIME.
Summary
Hiring a Fractional CMO isn’t just about saving money—it’s about bringing on an expert to unlock your business’s full growth potential. Whether you’re a scaling startup or a legacy company looking to revitalize your strategy, a Fractional CMO offers the experience, flexibility, network, and results-driven leadership you need to get ahead. The right CMO can pivot your marketing approach, drive ROI, and help your brand reach new heights—all without the commitment of a full-time hire.
Think of it as tapping into a goldmine of knowledge, strategy, and agility customized to fit your business’s unique needs. The best part? You only pay for what you need. You get more experience, a wider network, and deeper industry knowledge at a fraction of the price. If you’re ready for a marketing transformation, it’s time to consider a Fractional CMO as your next move.
Looking for a Fractional CMO? Contact us today to see if we are a good fit for your company.
