Hiring a fractional CMO is one of the smartest moves a growing business can make. You get senior-level marketing expertise without the cost and commitment of a full-time hire. But not all fractional CMOs are the same. Choose the wrong one, and you end up with misaligned strategies, wasted budget, and little to show for it.
My Experience
After 20 years in marketing, working with top agencies, launching my own business, and now advising startups—I’ve seen firsthand what makes a fractional CMO effective. Here’s what to look for.
Find Someone Who Understands Your Growth Stage
A Series A startup has different needs from an established mid-sized business. Some CMOs specialise in early-stage growth, while others focus on scaling or restructuring teams. If they don’t have experience at your stage, they’ll struggle to set the right priorities.
Look for someone who has worked with businesses like yours and understands the challenges you’re facing.
Prioritise Strategic Thinking Over Tactics
A fractional CMO isn’t a marketing manager. Their job isn’t to run your social media or set up ad campaigns—it’s to create a roadmap for growth. They should be able to define positioning, identify the best acquisition channels, and align marketing with sales.
Ask potential hires about their strategic approach. If they jump straight into tactics without a clear framework, that’s a red flag.
Look for Experience Across Multiple Marketing Functions
Marketing isn’t just about ads or content. It’s demand generation, brand positioning, messaging, pricing, customer retention, and more. The best fractional CMOs have a broad skill set and know how to bring all these elements together.
You don’t need someone who’s an expert in everything, but they should know how to build a balanced, effective marketing function.
Make Sure They Fit Your Culture and Leadership Style
Even as a part-time executive, a fractional CMO will work closely with your leadership team. If they don’t align with your company’s values, decision-making process, or communication style, it won’t be a good fit.
Spend time in conversation before making a decision. The best results come when there’s strong trust and collaboration.
The Right CMO Can Change Everything
Marketing is often the difference between a business that scales and one that stalls. The right fractional CMO will bring clarity, focus, and a strategy that drives real growth. Take the time to choose wisely—you’ll thank yourself later.