How Does a Fractional CMO Differ from a Consultant or Advisor?

Quick Answer 

A fractional CMO is a senior marketing leader who works part-time but fully integrates with your team, driving strategy and execution. They are accountable for long-term marketing success, not just one-off projects. 

A consultant is typically brought in to solve a specific problem—they might be involved in execution, but their focus is on delivering a defined project or outcome, not leading marketing long-term. 

An advisor provides strategic guidance, offering insights and recommendations without directly executing or managing marketing efforts. 

If your company needs ongoing leadership to build and scale your marketing function, a fractional CMO is the best fit before committing to a full-time hire.

Expanded Answer 

1. How does a fractional CMO compare to a consultant or advisor? 

Each role serves a different purpose in driving marketing success. Here's how they compare: 

• Fractional CMO: Best for companies needing ongoing marketing leadership to build and scale their marketing function. 

• Consultant: Best for businesses needing specialized expertise for a specific project (e.g., a brand refresh, marketing strategy, or marketing technology implementation). They may or may not be involved in execution. 

• Advisor: Best for companies with a marketing team or external resources in place that need strategic input but not hands-on execution. They can also guide earlier-stage startups in building their marketing function.   

2. Why choose a fractional CMO over a consultant or advisor? 

A fractional CMO provides consistent, hands-on leadership, ensuring marketing strategy and execution are aligned with business objectives and sales goals.

Unlike a consultant, who typically delivers a defined scope of work, or an advisor, who offers periodic insights, a fractional CMO owns the results and stays involved longer-term. They ensure you have the right people, processes, technology, data, activities, and budget to achieve your business objectives.

3. Can a fractional CMO also act as a consultant or advisor? 

Yes—many fractional CMOs (including myself) offer flexible engagement models. If you need project-based consulting or ongoing advisory support, those services can be tailored to fit your business. But if you need someone to take ownership of your marketing strategy and execution, a fractional CMO engagement is the right choice.

Practical Advice 

If your business needs senior marketing leadership but isn’t ready for a full-time hire, a fractional CMO fills that gap. If you only need a one-off project or high-level strategic input, a consultant or advisor may be a better fit. 

Not sure which one you need? Schedule a call to discuss the best option for your business, or learn more about McClurg Marketing fractional CMO services.

Related Links 

• What is a fractional CMO, and how can they help my business?

• When should I consider hiring a fractional CMO?​

• What is the ROI of hiring a fractional CMO?