{"id":9420,"date":"2022-07-08T03:56:57","date_gmt":"2022-07-08T03:56:57","guid":{"rendered":"https:\/\/zenmedia.com\/?p=9420"},"modified":"2024-02-27T20:18:23","modified_gmt":"2024-02-27T20:18:23","slug":"what-is-a-fractional-cmo","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/what-is-a-fractional-cmo\/","title":{"rendered":"What is a Fractional CMO\u2014and Do You Need One?"},"content":{"rendered":"\n<p>We all know the immense value of CMOs\u2014it&#8217;s something our former CMO and current President, Stephanie Chavez, has been very vocal about.&nbsp;<\/p>\n\n\n\n<p>She writes in <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2021\/12\/27\/why-are-so-many-cmos-expected-to-work-as-sales-leaders\/?sh=7bd966964750\"><em>Forbes<\/em><\/a>, \u201cCMOs: How many of you have found, at some point in your executive career, that the position you were ostensibly hired for is much closer to being a sales support leader than the head of marketing? You can\u2019t see it, but my hand is definitely up.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"442\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2-1024x442.jpg\" alt=\"\" class=\"wp-image-9421\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2-1024x442.jpg 1024w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2-300x129.jpg 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2-768x331.jpg 768w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2-705x304.jpg 705w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/07\/7.7-zen-blog_2.jpg 1410w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>But the hard truth is not all B2Bs can afford a full-time CMO. Enter: the fractional CMO.<\/p>\n\n\n\n<p>A fractional CMO, also known as a <a href=\"https:\/\/zenmedia.com\/blog\/why-you-need-virtual-cmo\/\">virtual CMO<\/a>, is a contract chief marketing officer that\u2019s hired part-time to provide executive marketing leadership that growing businesses need\u2014minus the <a href=\"https:\/\/www.forbes.com\/sites\/shamahyder\/2021\/05\/27\/an-open-letter-to-ceos-why-your-cmo-is-thinking-about-leaving\/?sh=47f24e204e16\">quick turnover<\/a>. They come armed with the knowledge and experience of having led several marketing teams to drive the results a company needs.<\/p>\n\n\n\n<p>B2Bs benefit instantly from marketing leadership without incurring the tremendous costs and risks associated with hiring an in-house CMO. Also known as CMO-as-a-service, fractional CMOs\u2014although contracted\u2014are equally as committed to the company they work for. They run the day-to-day functions, right down to presenting in your board meetings.<\/p>\n\n\n\n<p>A virtual CMO is a simple solution for companies that need strategic, experienced marketing guidance but aren\u2019t ready to fund a full-time hire.<\/p>\n\n\n\n<p><em><strong>Related reading:<\/strong> <a href=\"https:\/\/zenmedia.com\/blog\/things-every-cmo-wants-their-ceo-to-know\/\">3 More Things Every CMO Wants Their CEO to Know<\/a><\/em><\/p>\n\n\n\n<p>While demand for virtual CMO leaders is growing, several models of virtual CMO services are emerging, from short-term or interim leadership to providing longer-term leadership and integration into an organization\u2019s marketing team.<\/p>\n\n\n\n<p>The concept of fractional leaders isn\u2019t new; it emerged about two decades ago, when companies learned they could engage finance executives on a part-time basis. Hiring these part-time C-suite execs enabled small, growing businesses to gain real executive leadership in a way that they could afford. And when companies realized the value of fractional CFOs, the model expanded into other disciplines, including IT, HR, and\u2014the topic of this article\u2014marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Case for Going Fractional<\/h2>\n\n\n\n<p>The <a href=\"https:\/\/zenmedia.com\/blog\/the-fading-role-of-the-cmo-what-marketing-leaders-should-do-now\/\">CMO role<\/a> is tricky to fill. Due to the complexity of their roles, the average CMO stays with a company for less than <a href=\"https:\/\/www.wsj.com\/articles\/average-cmo-tenure-holds-steady-at-lowest-level-in-decade-11651744800\">three years<\/a>\u2014and, as you might imagine, short tenures are highly disruptive for new businesses. It\u2019s expensive to recruit, hire, and replace a CMO, and it can negatively affect internal culture and hinder brand-building efforts.<\/p>\n\n\n\n<p>Many full-time CMOs believe they\u2019re up against unrealistic expectations. And as <a href=\"https:\/\/www.learn2franchise.com\/blog-posts\/great-resignation-franchising\">the Great Resignation<\/a> keeps on truckin\u2019, the value of engaging contracted marketing leadership versus hiring a permanent role is pretty obvious.<\/p>\n\n\n\n<p>At the same time, the gig economy is surging in popularity, and more workers are leaving traditional corporate jobs\u2014and an increasing population of marketing execs are choosing a consulting career path.<\/p>\n\n\n\n<p>As these two trends converge, we are seeing more marketing executives available to fill fractional roles, and higher returns for companies seeking top-notch leaders without the constant turn-over.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What does a fractional CMO do, exactly?<\/h2>\n\n\n\n<p>Just like any Chief Marketing Officer, fractional <a href=\"https:\/\/zenmedia.com\/blog\/first-day-as-a-cmo-heres-what-you-need-to-know\/\">CMOs responsibilities<\/a> consist of all things marketing for a company\u2014and that includes managing stakeholders, the marketing team, and even third-party contractors. Just a few things they\u2019re responsible for include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Leading the marketing department<\/li>\n\n\n\n<li>Determining and upholding company branding strategies&nbsp;<\/li>\n\n\n\n<li>Positioning in the marketplace&nbsp;<\/li>\n\n\n\n<li>Determining audience segments<\/li>\n\n\n\n<li>Crafting key messaging<\/li>\n\n\n\n<li>Content marketing and <a href=\"https:\/\/zenmedia.com\/blog\/half-b2b-thought-leadership-not-valuable-heres-why\/\">B2B thought leadership<\/a><\/li>\n\n\n\n<li>Optimizing and improving a client\u2019s online presence<\/li>\n\n\n\n<li>Paid search and organic search marketing<\/li>\n\n\n\n<li>Owning go-to-market and launch strategies and <a href=\"https:\/\/zenmedia.com\/blog\/the-6-best-digital-marketing-campaigns-of-all-time\/\">digital campaigns<\/a><\/li>\n\n\n\n<li>Creating customer retention and loyalty campaigns<\/li>\n\n\n\n<li>Prospect onboarding and nurture programs<\/li>\n\n\n\n<li>Hiring and onboarding new marketing and PR team members<\/li>\n\n\n\n<li>Preparing marketing material for the next round of funding<\/li>\n\n\n\n<li>Building automation infrastructure<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Why do fractional CMOs work?<\/h2>\n\n\n\n<p>For fractional CMOs, it\u2019s not their first rodeo. They\u2019ve experienced the ups and downs that come with the growth of a company, and as a result, they are better equipped to handle out-of-the-ordinary situations. Because of that, they can focus more on delivering on the results the company needs to help them scale.<\/p>\n\n\n\n<p>Add to that the fact that a fractional CMO comes at a fraction of the cost. Companies don\u2019t have to incur the cost of searching and training an in-house CMO, including added pricing of benefits, medical insurance, and signing bonuses. With a fractional, virtual CMO, B2Bs can get started building their marketing function right away and with less overhead.&nbsp;<\/p>\n\n\n\n<p><em><strong>Related reading:<\/strong> <a href=\"https:\/\/zenmedia.com\/blog\/why-should-b2bs-consider-a-virtual-cmo\/\">Why Should B2Bs Consider a Virtual CMO?<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why do you need a fractional CMO?<\/h2>\n\n\n\n<p>Many companies can benefit from hiring a fractional CMO, but there are certain criteria to check off to confirm if you need one.<\/p>\n\n\n\n<p>Are you:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Looking to invest in a new marketing function<\/li>\n\n\n\n<li>In need of executive-level leadership and guidance for an existing marketing team<\/li>\n\n\n\n<li>Interested in getting an independent, outside perspective on your business, strategy, and <a href=\"https:\/\/zenmedia.com\/blog\/51-online-marketing-tactics-that-get-results\/\">marketing tactics<\/a><\/li>\n\n\n\n<li>Looking for a CMO, but don\u2019t have the time or money to invest in a full-time hire<\/li>\n\n\n\n<li>Spending more time on marketing than CEO-related items<\/li>\n\n\n\n<li>Wanting to explore more demand generation channels<\/li>\n<\/ul>\n\n\n\n<p>If you answered yes to one or more of the above, it looks like hiring a fractional CMO would be a good fit for your business.<\/p>\n\n\n\n<p>A good fractional CMO is process-driven and has a track record of helping companies scale that are similar to your own\u2014and that ensures you have the proper guardrails and strategic oversight to meet your long-term needs. Ready to make a move and hire a fractional CMO? <a href=\"https:\/\/zenmedia.com\/contact-us\/\">Reach out<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We all know the immense value of CMOs\u2014it&#8217;s something our former CMO and current President, Stephanie Chavez, has been very vocal about.&nbsp; She writes in Forbes, \u201cCMOs: How many of you have found, at some point in your executive career, that the position you were ostensibly hired for is much closer to being a sales [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":9422,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[696],"tags":[41,369,759],"class_list":["post-9420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-business-marketing-strategies","tag-digital-marketing-strategy","tag-fractional-cmo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a Fractional CMO\u2014and Do You Need One? - Zen Media<\/title>\n<meta name=\"description\" content=\"Would your business benefit from hiring a fractional CMO? 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