A Fractional CMO works with organisations as they scale on part-time basis. However, unlike other contractors working on short or fixed-term projects, a fractional CMO works on a longer-term basis as part of the management team, engaging all stakeholders to create and execute the marketing strategy. The role of a fractional CMO may include:

• defining the marketing strategy

• defining corporate messaging

• defining, redefining or refining branding

• implementing a CRM, CMS or other marketing and sales enablement tools

• managing other marketing resources such as marketing, PR or digital agencies and contractors

• recruiting and building an in-house marketing team as the company grows.

No, definitely not. Indeed, many agencies will advocate clients hiring a Fractional CMO if they do not already have such a resource. A Fractional CMO will work closely with marketing and PR agencies to execute the marketing strategy once defined.

This depends on a number of factors including the size and growth plans of the business and also elements such as the time of year and stage of the engagement. For example, in the "discovery" stage at the start of the engagement, greater contact time will accelerate progress. Equally, there are times in the annual business cycle, especially around quarterly and annual planning or large events, for example, when you may require more of your Fractional CMO.