Fractional Marketing: What it is, When to Use it, and More

Marketing and brand strategy are an important part of any business’s growth plans, but not all businesses are able to invest the time and money necessary to bring on marketing executives to create those strategies. Fractional marketing serves as a solution that allows businesses to access high-level marketing expertise without committing to the cost of a full-time marketing hire.

Fractional marketing refers to outsourcing key marketing responsibilities to a part-time/contract marketing executive. These professionals are a temporary, dedicated solution that support a wide range of marketing and brand strategy components

In the article below, we’re going to look at the specifics of how fractional marketing works, how it can improve your own marketing and growth efforts, and the right time to use it.

What is Fractional Marketing?

As noted above, fractional marketing is a form of outsourcing to meet the branding and marketing needs of your organization.

Unlike an interim or contract professional, fractional marketing executives are typically paid on a per hour basis with contracts stipulating a specific number of hours they will work for your organization. Most contracts specify a minimum number of hours that must be utilized for a fractional marketing professional to work.

Fractional marketers serve as an optimal solution to organizations facing budget and timing challenges. Companies that utilize fractional marketing professionals can quickly add the necessary marketing expertise they need, without adding to their overall headcount.

Some of the additional benefits of fractional marketing include:

Fresh perspectives that generate new marketing strategies
Since your time is limited with a fractional marketer, there’s an increased emphasis on producing noticeable results
An unbiased perspective your executive team needs to ensure the right priorities and strategic initiatives
You get immediate access to expertise and knowledge of the industry
The ability to provide leadership to your existing marketing team before your organization is ready for a full-time CMO

When to Add a Fractional Marketer

There are many situations in which bringing in a fractional marketing executive can help your business. Being able to access the experience and expertise of qualified professionals can boost your marketing operations and effectiveness as well as help you through significant change management endeavors.

However, there are certain situations that are tailor-made for a fractional marketer to make a significant impact.

New product or service line launches. Having an outside opinion can bring a fresh perspective and eliminate potential internal biases
When you need leadership for your marketing team, but are facing financial challenges such as a hiring freeze, pay cuts, or furloughs
If your marketing efforts aren’t currently working as well as you would like, or you don’t know what direction to take
During merger and acquisition activity, fractional marketing executives can help guide your organization through the process

If you’re unsure whether your specific situation warrants the help of a fractional marketing professional, we can help. Our experienced and knowledgeable recruiters take the time to listen and fully understand your needs so they can recommend the best solution for you.

What Fractional Marketing Roles Are There?

While there are some roles that are best suited for a fractional marketing professional, the good news is, you have options. It’s important to note the key differences between the various fractional marketing roles.

Fractional Chief Marketing Officer (CMO)

As mentioned, fractional marketing is becoming a lot more popular, in part, due to its ability to help businesses access marketing leadership, not just specialist skills. The Fractional Chief Marketing Officer serves as the leader of a Fractional Marketing Team.

One of the reasons Fractional CMOs are becoming more popular is due to the cost of hiring a full-time CMO. This can be beyond the budget of many smaller businesses or startups, as well as established companies looking for a more conservative approach.

As such, hiring a fractional CMO allows businesses to access that leadership, expertise, and experience for a fraction of the cost. This marketing leadership can be vital for launch campaigns or other major marketing initiatives, or simply to create a proven marketing plan that can carry a company forward.

Fractional VP of Marketing

A fractional VP of marketing can, technically, do many of the same things as a Chief Marketing Officer. However, as the title implies, they work directly under someone else who is accountable for the majority of the decision-making for the team. This role works with your established Marketing leadership to formulate strategy, bring new ideas to the team, and create plans for the team to execute.

Fractional Marketing Director

Need marketing help, but want someone that will be more hands-on with individual team members? Fractional marketing directors are a great solution. These individuals often support the strategic vision of your CMO by either directly executing on these plans or by guiding the marketing team throughout the entire process. A fractional marketing manager is especially valuable for smaller organizations.

Fractional Marketing Manager and Fractional Marketing Consultant

While both of these roles provide valuable support to an organization, the support is also at a much lower level compared to the positions above.

A fractional marketing manager plays an even closer role than a director. Typically, a fractional marketing manager serves as a team leader or project manager, ensuring that everyone is doing the jobs assigned to them and that marketing plans are executed according to schedule.

On the other end of the spectrum from a manager or director, a fractional marketing consultant provides valuable advice and recommendations. While this can be useful for some organizations, others may need more direct support.

Organizations looking for a manager or consultant level of assistance often choose to hire an interim marketer instead.

Which Role Should My Organization Add?

Deciding whether to add fractional marketing to your organization will depend on a couple factors.

The specific type of support you’re looking for will play a key role. If you need short-term, high-level, strategic direction and leadership, a Fractional CMO may be the right choice for you.

Choosing the right fractional marketing professional to add to your team can be a tough decision. Working with an established Marketing Search Firm can streamline the process and make it much simpler.

Find Top-Tier Fractional Marketers With Ceres Talent

Fractional marketers can add significant value to organizations.

At Ceres Talent, we provide proven and experienced fractional marketing professionals. We know great marketers because our entire team is made up of former marketers. Our first-hand experience ensures you get fractional marketers that can immediately step in and make an impact.