What is a Fractional CMO (and does your startup really need one)?
Every growing startup hits a point where marketing needs to transition from founder-led to a structured, strategic function that can scale with the business. Maybe sales have stalled, messaging is inconsistent, or investors are asking questions you don’t have answers to. Hiring a full-time Chief Marketing Officer (CMO) can feel too early—or just too expensive. That’s where a fractional CMO can step in.
For startups at Series B or C, this kind of leadership is particularly valuable. At Series B, it helps bring structure and repeatable processes so you can scale predictably. At Series C, it ensures your marketing is positioned to stand out, support growth in new markets, and demonstrate clear value to investors. In short, a fractional CMO gives you the senior-level guidance you need exactly when you need it. You’ve proven your product works, your team is growing, but your marketing isn’t there yet.
What exactly is a fractional CMO?
A fractional CMO is a senior marketing leader who partners with your company on a part-time, contract, or project basis. Instead of carrying the cost of a full-time executive, startups can tap into high-level marketing expertise only when and where they need it. Fractional CMOs don’t just give advice—they are accountable for the marketing department’s success, team leadership, and overall strategy tied to business goals. Engagements can last anywhere from 6 weeks to 2+ years, depending on your company’s needs. As a fractional CMO, here’s what I focus on:
Rapid Marketing Audit and Goal Alignment
I review your marketing—brand, messaging, channels, partnerships, and digital—check ROI, spot gaps, and find opportunities. Then I align with leadership on the top three marketing priorities for the next 90 days.
Marketing Strategy / Roadmap
I define or refine your marketing vision and positioning—including brand story, voice, and messaging—then create a quarterly marketing plan tied to company priorities and outline a go-to-market strategy for key initiatives like product launches or strategic partnerships.
Team & Structure Assessment
I assess your current marketing team, identify gaps, and recommend hires or agency partners. At the same time, we set up processes and systems for planning, reporting, KPIs, and optimizing your marketing tech stack—including AI tools.
Growth & Revenue
I partner with sales to align on priorities, recommend ways to grow revenue through upsells, cross-sells, or customer engagement, and track key performance metrics like sales wins, revenue impact, and co-marketing results.
Executive Leadership
I represent marketing with the board and investors, serve as the voice of the customer across product, sales, and partnerships, and deliver quarterly reports on marketing’s impact to business goals along with plans for optimization.
I’ve Been There, Done That
Every company is different—industry, product, challenges, customers, and more. But here’s an example of how I helped an early-stage startup transition its marketing from messy and chaotic to a true growth engine.
The company was small—about 10 people—and I was their first marketing hire. Marketing efforts were founder-led, scattered, and inconsistent: a press release here, a LinkedIn post there, but nothing that drove revenue. After auditing the company’s brand, messaging, and tactics, I recommended a vision, strategy, and budget that transformed marketing from a line item on the P&L into a department driving growth. Of course, that transition didn’t happen overnight, but the foundation was in place.
Today, the company has clarity. We know where we’re headed and how marketing drives growth. We know who our customers are, how to stand out, and we’re telling a consistent story. Launches and campaigns have a clear plan, the right channels and budget are in place, and the team has the tools and systems to execute. And best of all—we’re tracking the numbers that actually show what’s working, so we can keep improving.
Why startups choose a fractional CMO
In my work with startups, the most common reasons for hiring a fractional CMO include:
Outgrowing founder-led marketing but unable to afford a full-time exec with benefits
A marketing team that’s swamped with execution but lacks focus and direction
Pitching investors who want to see a real marketing strategy
The need for someone to own the marketing function and solve bigger business problems
For many startups, a fractional CMO is the sweet spot between doing a lot of activities and doing the right activities. I love working with startups because every ounce of effort and passion affects the company’s success. It’s incredibly rewarding to watch a business grow, adapt, and evolve into a sustainable, profitable company.
TL;DR
If your startup needs marketing leadership but a full-time hire isn’t realistic yet, that’s where I come in. I bring executive-level expertise, startup experience, and over 20 years of marketing know-how to give you clarity, strategy, and direction—without the overhead of a permanent role.
So, do you need one? If you’re second-guessing your marketing decisions, watching ad dollars disappear without results, or struggling to explain your growth plan to investors, then yes.
Let’s schedule a quick, no-pressure call to talk through your goals and see if a fractional CMO is the right move for your business.
