The rise of the fractional marketing executive: Just a trend or here to stay?

When we started working together in 2017, the possibility of a company hiring a fractional marketing executive seemed like an edge case. How would a part-time leader fully understand the business, assimilate in a company’s culture, or win the respect of a team under the spell of hustle culture?  But today looks different. In our post-COVID, work-anywhere environment, this model—particularly that of the fractional CMO—is trending. 

All of this attention on fractional marketing executives,
and especially on fractional CMOs, raises an interesting question:
is this just a passing trend, or is it something that’s here to stay?

Let’s unpack what fractional marketing executives actually do, why they’re becoming staples on today’s marketing teams, and what the current landscape suggests about their future.

What’s a fractional marketing executive, anyway?

Think of fractional marketing executives as senior marketing experts who work part-time or on specific projects for multiple companies. Unlike traditional executives tied down to one organization, these consultants offer strategic marketing leadership without the hefty price tag that usually comes with a full-time role.

They’re perfect for companies that don’t need someone full-time but still want that top-tier expertise. Whether it’s during a busy season or for specialized projects, fractional executives can swoop in and provide the support companies need. 

Fractional marketing executives vs fractional CMOs

Yes, there is a difference. 

A fractional CMO is great for businesses that don’t have a senior marketing leader at all. They step in when there’s a C-suite gap—whether due to a vacancy or simply because the company doesn’t need a full-time CMO.

If you have a full-time CMO, you likely don’t need another one. 

However, you could benefit from having a deeply experienced marketer to lead strategy, campaigns, projects, and even your team—without the commitment of a full-time leadership hire. These non-CMO fractional marketers can range in focus from general strategists to channel experts and can easily plug into different roles based on what a company needs.

Why are more companies seeking fractional marketing executives?

The demand for fractional leaders—especially in the marketing space—is on the rise across startups, small and mid-sized businesses, and even larger companies. Why the sudden interest? It boils down to flexibility, expertise, and cost-effectiveness.

Flexibility is key

Fractional marketing executives offer leadership without the cost and commitment of hiring a senior leader full time. With roles ranging from high-level advisory positions to team leadership, fractional marketing executives quickly close gaps without requiring a long-term commitment. 

What’s driving this shift?

A few big trends are making fractional marketing executives more appealing:

Economic uncertainty

When the economy gets rocky, companies often tighten their budgets. Hiring a fractional executive can be a savvy way to keep access to high-level marketing talent while managing costs.

Embracing remote work

As remote work becomes the norm, hiring someone who doesn’t need to be on-site full-time feels much more manageable. It opens up the talent pool and makes collaboration easier than ever.

Project-based needs

Let’s face it: sometimes, you just need a marketing expert for a specific campaign or launch. Fractional executives fit perfectly into that scenario, stepping in when needed and then stepping back when the project wraps up.

The perks of hiring fractional marketing executives

Let’s talk about the reasons companies are gravitating towards hiring fractional marketing executives:

Cost efficiency

With fractional leaders, companies can save big on salaries and benefits while still getting experienced talent. It’s all about maximizing resources without breaking the bank.

Fresh perspectives

These marketers often have rich experiences across different industries. That means they can bring in fresh ideas and strategies that might just be the spark your marketing team needs.

Scalability

One of the most powerful advantages of hiring fractional executives is how they enable companies to dynamically scale their workforce up and down, depending on need.

The future of fractional marketing executives, as we see it

Here’s our take: fractional marketing executives are here for
the long haul. However, we might see a decline in the number
of fractional CMOs out there.

Here’s why:

When done right, a fractional CMO can bring incredible value to a company that’s lacking leadership. But let’s be real—the CMO role requires a specific vision and a wealth of experience that not every marketer possesses.

As businesses evolve, more companies with CMOs in-seat will need strategic guidance from experts but won’t require another full C-suite commitment. That’s where fractional marketing executives really shine. 

Wrapping it up

In a nutshell, the rise of fractional marketing executives reflects a major shift in how companies are approaching their leadership needs. This model allows businesses to access cost-effective, flexible, and expert marketing strategies that drive results.

Think a fractional marketing executive could be the right move for your business? We’re here to help.