What is a Fractional CMO?

If you're running a growing business and feel your marketing needs a strategic brain behind it, but are not quite ready to hire someone full-time, a Fractional CMO might be the missing piece.

A Fractional CMO (Chief Marketing Officer) is a part-time senior marketing leader who steps into your business to help set direction, manage the team, and guide decisions - without the cost or commitment of a full-time hire.  

When your business hits that awkward stage - too big to wing it, too small to splash out on a six-figure executive salary - meal, your team is inexperienced, or you're struggling to connect your sales goals with your marketing activity.

The Real Role of a Fractional CMO

Let’s be clear: a good Fractional CMO is not someone who just builds landing pages or fiddles with Facebook ads. 

They’re there to lead. 

That means crafting a clear strategy, setting priorities, developing your marketing systems, and mentoring your team. 

They don’t do it all themselves - they bring in the right people or guide your existing team to get the work done. 

You get executive-level thinking without the executive-level bloat.

What Kind of Business Needs a Fractional CMO?

You don’t need a Fractional CMO if you’re just trying to run a few ads. 

But if you’re:

• Stuck around the £500k–£3M revenue mark
• Unsure whether your current marketing is actually working
• Relying on a junior marketer who’s in over their head
• Considering hiring an agency but unsure what to ask for, then it’s worth considering. 

This is about having someone in your corner who can connect the dots between your offers, your messaging, your channels, and your goals.

Recent Developments in the Fractional CMO Space (Updated April 2025)

Over the past year, more business owners have caught onto this approach. 

What’s changing now is the level of specialisation - Fractional CMOs are niching down by industry, offering deep insight rather than generic advice. 

AI tools are being used more effectively to support decisions, not replace them. 

And platforms that connect businesses with vetted CMOs are growing, giving more access to quality talent.

How to Make It Work: 5-Step Starting Point

Hiring a Fractional CMO is a smart move, but only if you’re clear on what you need. 

Here’s a simple way to get started:

• Clarify Your Goals – What do you want to improve? Leads? Revenue? Team performance?
• Set a Budget – Make sure you’ve got funds not just for the CMO but for marketing activity too.
• Decide What Good Looks Like – What would success in this role look like for your business?
• Plan How They’ll Work With Your Team – Will they manage directly? Support from the side? Be clear.
• Track Impact – Choose key numbers to measure monthly and stick to reviewing them.

5 Mistakes to Avoid When Hiring a Fractional CMO

Some businesses treat a Fractional CMO like an outsourced marketer - and that’s a waste. 

Avoid these common errors:

• Expecting them to do everything themselves
• Keeping them out of strategic conversations
• Not giving access to important data
• Holding back budget for campaigns
• Expecting overnight wins with no runway

What Makes a Great Fractional CMO?

Ideally, hey should have experience in businesses your size and they’ve worked across multiple marketing channels and can show how they made an impact. 

Ask about their approach - not just past results. 

You’re looking for someone who follows a repeatable process and can teach your team to think more strategically, not just do more stuff.

10 Questions to Ask in the Interview

1. What kinds of businesses have you worked with before?
2. What do your first 30 days usually look like?
3. How do you figure out what’s working and what isn’t?
4. Can you share a time you helped a business grow sustainably?
5. How do you work with in-house marketers or agencies?
6. What systems or tools do you rely on?
7. What’s your process for building a marketing plan?
8. How do you deal with resistance from team members?
9. What’s your view on marketing spend vs. revenue?
10. How do we know if it’s working?

Expert Perspective

"The fractional executive model represents a smart shift," says Jane Smith, Marketing Professor at Westbridge Business School. 

"It lets small and mid-sized companies access high-level expertise right when they need it most- during key periods of growth."

Industry Trends to Know

According to a 2023 report by StrategyFront, businesses earning between £1M and £10M saw the highest ROI from Fractional CMOs. 

On average, they grew 28% faster than those who waited too long to invest in marketing leadership or hired someone full-time too early.

Next Steps: What You Can Do Today

If you’re not sure where to start, book a Business Growth Audit. 

It’s a free call where we look at your goals, your marketing setup, and whether a strategic partner could help. 

You’ll leave the call with more clarity - even if the answer is not yet.

Ready to see if a Fractional CMO is right for you? Apply for a free Business Growth Audit here.

Kase Dean is a Business Growth Consultant and Strategic Marketing Expert with over 14 years of experience helping service-based business owners, consultants, and agencies scale their businesses sustainably. 

As the founder of ASN Startup™, he provides structured growth systems that help entrepreneurs move beyond unpredictable revenue, step into leadership, and build scalable, profitable businesses.

Kase specialises in marketing strategy, pricing and revenue models, sales systems, and leadership development, empowering business owners to create predictable growth without burnout. 

His expertise has helped countless professionals streamline their marketing, automate client acquisition, and position themselves as industry leaders.

When he’s not working with clients, Kase shares insightful strategies on business growth, marketing automation, and leadership through his writing, workshops, and coaching programs.

Want to work with Kase? Book a Free Business Growth Audit to get expert guidance on scaling your business with clarity and confidence.

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