Fractional CMO, full-time CMO or agency?

These three get mixed up all the time. They solve different problems, so picking the wrong one is expensive.

An agency does the work

Agencies run ads, make content, manage SEO or build campaigns. They're great at execution in their specialty. What they usually don't do is decide your overall strategy, tell you to spend less, or manage the other agencies you work with.

Good fit when: you know what you need done and want specialists to do it.

A full-time CMO owns marketing

A full-time CMO builds and runs the team, owns the budget and answers for results. That's a big commitment. Once you add salary, bonus and equity, the cost is often well into six figures, and hiring the right one can take months.

Good fit when: marketing is a large, permanent part of the business and you need someone in it every day.

A fractional CMO leads part time

A fractional CMO gives you senior judgment for part of the week. They set the plan, help you make the big calls, review the work and keep the team and agencies pointed the same way. Your people still do the work.

Good fit when: you have a team or agency doing the work, but nobody senior is steering it, and a full-time hire is too early.

A quick way to choose

• Problem is capacity: hire an agency or freelancer.
• Problem is direction: bring in a fractional CMO.
• Problem is direction and a big permanent team to run: hire full time.

Many companies use a fractional CMO first, then hire full time once they know exactly what the role needs to be. If you're weighing a hire, read your first senior marketing hire.

Not sure which you need? Get a free second opinion on your current setup.