A fractional VP Marketing refers to hiring a part-time head of marketing to lead the marketing team and/or agency strategy and execution. They have the same responsibilities as a full-time head of marketing but on a fractional basis.
Executives may be aware of hiring other executives such as CFO on a fractional basis but the fractional CMO or VP Marketing is now becoming more popular.
The fractional VP of Marketing is not a conventional consultant but brings the mindset, abilities, and expertise of an in-house resource. A Fractional VP of Marketing is an active leader in your company and usually has the authority to design, implement, and lead with the accountability that you would offer a permanent hire.
Benefits of fractional VP of Marketing
- Senior-level talent: A fractional CMO or VP of Marketing, typically has more than 10 years of experience as an in-house head of marketing, and for personal reasons may want to continue their leadership with a lesser time commitment.
- Experience scaling companies: The fractional VP Marketing prepares your marketing strategy and function for the future and assists your company in scaling your efforts. Based on past positions, they have experience with what works and can provide efficient marketing and executive leadership in partnership with sales. Fractional CMO services can include any one or all these functions: strategy, executive leadership, marketing programs execution, analytics, and resource allocation and budgeting.
- Experience with a wide variety of marketing channels: Based on their prior experience, fractional VPs of Marketing typically have successful experience in a wide variety of brand building and inbound and outbound demand generation programs. They will develop a strategy for success based on your company’s maturity, target audiences and budget.
- Experienced executive leadership: Often, when hiring an agency, the onus is on the CEO or founder to communicate about and coordinate marketing strategy and activities with other executives. A fractional VP of Marketing will take this responsibility and free up the CEO or founder to focus on their role.
- Continuity: To optimize the effectiveness of the marketing program, the fractional VP of Marketing, adds or reduces team members depending on current needs while maintaining strategy and direction to ensure continuity and results. This ensures the project runs smoothly and removes the accompanying administrative load from the in-house team.
- Efficiency and results: A fractional VP Marketing gauges success by whether the company meets their business goals. Marketing is meant to support sales with content, leads, and access to buyers. It is important that marketing and sales work well together to achieve these goals.
Having a senior-level fractional Vice President of Marketing will help facilitate marketing and sales working well together while preserving your budget and your time.
