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.