How to hire a fractional CMO

For many, the moment you consider hiring for marketing support is pivotal. Many companies, hit a growth moment, when the current marketing status quo is no longer serving the company. Sometimes this means bringing on a junior person, for one of the leaders to guide, but more often than not, this means bringing in someone with expertise that can build your foundation to allow for growth.

More often than not, going from no marketing assistance to an agency is common, until you find your agency billing the costs that would otherwise be an additional team member, and the Agency still needs guidance from inside, so you are not saving a bunch of time yet.

The fractional CMO is an ideal solution for most companies.

Hiring a fractional CMO is a significant decision because they will be influencing your company's growth strategy. Before you start interviewing, it is helpful to follow these steps to ensure you get the right fit:

Finding your ideal Fractional CMO:

1. Define Your "Why": Do you need someone to build the foundation for your marketing (strategy, tools, assets, templates, and budget)? Are you looking for someone to set a high-level marketing strategy, mentor an existing junior team, or help you scale your lead generation? A fractional CMO is generally a high-level strategist, not just an executor. Do you need someone to write social media posts and develop a content strategy, or to own the growth plan and budget? You need a fractional CMO. The level in which they execute may vary.

2. Focus on Industry Experience: Look for someone who has "sat in the seat" before; this may be at a company similar in size or industry to yours. They should be able to point to outcomes they achieved.

3. Evaluate Their "Fit": Since they'll work closely with your leadership team, interview them to see whether their communication style aligns with yours. Ask how they plan to integrate with your existing team and whether they have experience working remotely or in a hybrid capacity, depending on your expectations. Remember, this person will also help you grow, so find out whether they are comfortable pushing back or challenging ideas when they see fit.

4. Set Clear Expectations: Most fractional engagements start with a 90-day plan. Ensure you have a written agreement that defines the scope, the number of hours or days per week, and the specific metrics (KPIs) to which they will be held accountable.

5. Location: Some companies want a fractional CMO they can meet in person with, while others may opt for a hybrid work arrangement. This means if you are in Calgary or Okotoks, you should find someone local or willing to commute.

Once you have your list, where do you start?

It's no surprise that most companies find their fractional workers through their existing network, asking friends, colleagues, and connections for a few names.

There are agencies that will help companies find a fractional executive, like Go Fractional or Hire A Fractional; independent recruiters will also help you with the search.