One player can change the game: Why fractional leadership makes a difference

You might be the smallest kid on the team. You might also be able to play the game like Brad Marchand or Jayna Hefford.

Stature isn’t a measure of potential. You might think your size will limit your chance to get to the goal—whether your goal is getting your product on store shelves or setting your business’ online shopping cart on fire. But a smaller venture can have the advantage, too, if being small also means you’re more agile, with less overhead and other costs. Sometimes, you just need to add a free agent to take your game to the next level.

To build a successful venture in any sector, you need a marketing leader who can focus on results, develop a compelling vision, and mobilize an organization. You may have a revolutionary product, but to reach your market you need the strategic marketing skills required to formulate a winning plan, build enterprise value, rapidly scale commercial capability, and lead your marketing and sales teams to victory. There’s no time to learn the skills on the job; the stakes are too high, the competition too aggressive.

When you’re a smaller enterprise—say, one with an annual sales/marketing spend of less than $1 million—it’s unlikely you’ll be able to justify a full-time Chief Marketing Officer with the skills and experience to get the job done.

If only talented CMOs were as easy to order up as an Uber; as cost effective as an SaaS app. Enter the fractional CMO—a part-time resource who can help emerging companies accelerate growth and expand commercial capability.

For years, organizations have recognized the benefits of fractional Chief Financial Officers and engaged with one when significant capital structure issues arose or new economic modelling was required. Now, with brand development, commercial execution, and data-driven market analytics rising in importance—for companies of every size—the fractional CMO has become a reality.

Of course, the advent of the fractional CMO brings with it both opportunity and challenge. Great, you say, I can bring in someone who lets my company punch above its weight; but what skills do I need? Who’s the right choice?

First, you should think of the fractional CMO as an integral part of your leadership team, not a consultant or a freelancer. Look for a seasoned senior executive who can join your leadership meetings, contribute meaningfully to strategic decisions, and fully engage with your team. Fit is everything.

You need an executive with a rock-solid foundation who can build strategic and tactical marketing into your business—fast—and champion your consumer from an outside-in perspective.

Look for an executive who has a track record of success across multiple roles and industries. This will introduce a broader perspective and enable you to draw on those diverse experiences to look at your business through multiple lenses.

Finally, in an emerging business with a smaller team, the link between marketing and sales is critical. So, look for a leader with experience across both functional areas who can bridge the gap and be a strong ally for sales at your leadership table.

With so much change afoot in the world of business—from the ability to harness data to the rise of remote work—the fractional CMO is one more tool to put smaller players on the same footing as larger, more established enterprises.

Choose well, and you can turn the game to your advantage and put the big guys on notice.