Hire a
Fractional CMO
Complete guide to finding, vetting, and hiring the perfect fractional Chief Marketing Officer for your business.
Where to Find Fractional CMOs
Five proven channels for finding pre-vetted, experienced fractional marketing leaders.
Fractional Job Boards
Platforms like Fractional.Quest with pre-vetted fractional executives actively looking for engagements.
LinkedIn Search
Search for CMOs using hashtags #FractionalCMO, #PortfolioCMO, or "Fractional CMO" in titles.
Fractional Executive Networks
Agencies and networks (Exec, Bolster, Chief) that match companies with fractional executives.
VC & Founder Referrals
Ask your investors, advisors, or founder network who they've used or heard of.
Marketing Communities
Slack groups (Marketing Ops, GTM), Pavilion, or industry-specific communities. For membership-focused businesses, a <a href="https://membership.quest" target="_blank" rel="noopener noreferrer" class="text-blue-600 hover:underline">marketing membership agency</a> can connect you with specialists in subscription and recurring revenue models.
Fractional CMO Events
Attend SaaStr, GTM conferences, or fractional executive meetups.
Pro Tip: Use multiple channels in parallel. Post on job boards while asking for referrals. The best fractional CMOs are often working with 2-3 companies and may not be actively looking—referrals help you reach them.
What to Look For in a Fractional CMO
Not all experienced marketers make good fractional CMOs. Here's what separates the best from the rest.
1. Relevant Industry & Stage Experience
Have they scaled companies at your stage? A CMO who took a Series D company from £50M to £200M won't know how to build 0-to-1 demand gen at a pre-seed startup. Look for experience scaling companies from £1M to £10M ARR if that's where you are.
Portfolio of 3-5 similar companies, measurable growth metrics, knowledge of your GTM motion
Only worked at big brands or only at tiny startups (if you're mid-market)
2. Channel & Tactical Expertise
Do they know the channels that matter for your business? A brand marketing expert won't help you build PLG or performance marketing. Ensure their channel expertise matches your needs.
Deep knowledge of 2-3 core channels, proven ability to drive pipeline/revenue, hands-on execution experience
Generalist who hasn't specialized in any channel or GTM motion
3. Proven Track Record with Data
Can they articulate measurable results? Great fractional CMOs talk in numbers: "Reduced CAC from £4.2k to £1.8k," "Scaled MQLs from 100 to 450/month," "Drove £2.4M incremental pipeline." Vague claims like "improved brand awareness" are red flags.
Specific metrics (CAC, LTV, pipeline, conversion rates), before/after results, attribution modeling experience
Can't cite specific numbers or only talks about activities, not outcomes
4. Team Leadership Experience
Have they built and led marketing teams? A fractional CMO needs to hire, mentor, and manage people—not just execute tactics themselves. They should have hired at least 5-10 marketers and managed teams of 3-15 people.
Built teams from scratch, hiring process expertise, coaching/mentorship stories, structured 1-on-1s
Never managed people or only managed 1-2 direct reports
5. Strategic Thinking & Decision-Making
Can they make hard prioritization calls? Great CMOs say "no" to good ideas because better ones exist. They should be able to build a strategy, allocate budgets, and justify decisions with data and logic.
Clear POV on what won't work, frameworks for prioritization, comfort with ambiguity
Says "yes" to everything or can't explain why they'd prioritize X over Y
6. Fractional Working Model Fit
Do they know how to work fractionally? This requires discipline, clear communication, and asynchronous collaboration. Ask how they manage multiple clients, stay organized, and make impact in 2 days/week.
Works with 2-4 companies currently, systems for time management, clear communication cadence
First fractional engagement or working with 6+ companies (spread too thin)
Interview Questions to Ask
These questions separate strategic CMOs from tactical marketers. Use them to assess expertise, results, and fit.
🎯 Strategy & Experience Questions
- "Walk me through how you scaled marketing at [Company X]. What was the before/after?"
Listen for: Specific metrics, challenges overcome, tactical decisions made, timeline - "If you joined us tomorrow, what would your first 30 days look like?"
Listen for: Audit process, stakeholder interviews, quick wins, strategic framework - "How do you prioritize marketing channels when you have limited budget?"
Listen for: Framework for prioritization, comfort saying "no," ICP/buyer journey thinking - "Tell me about a strategy pivot you made mid-execution. What changed and why?"
Listen for: Data-driven decision-making, comfort with failure, clear reasoning
📊 Metrics & Performance Questions
- "What marketing KPIs do you track religiously? How do you define success?"
Listen for: Revenue metrics (not vanity), leading vs lagging indicators, attribution models - "How do you approach proving marketing ROI to the CFO or board?"
Listen for: Multi-touch attribution, incrementality testing, clear reporting frameworks - "What CAC and LTV:CAC ratios are healthy for a business like ours?"
Listen for: Benchmarks for your stage/model, understanding of unit economics - "Tell me about a campaign that underperformed. How did you diagnose and fix it?"
Listen for: Analytical rigor, comfort with failure, iteration speed
👥 Team & Leadership Questions
- "How would you structure our marketing team? What roles would you hire first?"
Listen for: Alignment with strategy, clear hiring roadmap, build vs buy decisions - "How do you balance managing agencies vs building in-house capabilities?"
Listen for: Agency management experience, clear rationale for outsourcing decisions - "Tell me about a time you coached an underperforming marketer to success."
Listen for: Mentorship approach, feedback frameworks, patience and empathy - "How do you stay effective working 2 days/week vs embedded full-time?"
Listen for: Async communication, clear frameworks, delegation and trust
🔍 Fit & Working Model Questions
- "How many companies are you currently working with? How do you manage your time?"
Listen for: 2-4 companies ideal, clear systems, calendar management - "What would success look like for you in the first 90 days here?"
Listen for: Realistic expectations, clear milestones, alignment with your goals - "What red flags would make you walk away from this engagement?"
Listen for: Self-awareness, cultural values, partnership mindset - "Are you open to converting to full-time if we scale significantly?"
Listen for: Flexibility, transparency about preferences, long-term thinking
The Fractional CMO Hiring Process
From first conversation to start date in 2-4 weeks. Here's the proven process.
Brief
Tell us about your needs, company stage, and what you're looking for in a fractional executive.
Match
We curate a shortlist of pre-vetted fractional executives who match your specific requirements.
Meet
Interview your top candidates. We handle scheduling and provide interview frameworks.
Start
Your fractional executive begins within days. We support onboarding and ongoing success.
Brief
Tell us about your needs, company stage, and what you're looking for in a fractional executive.
Match
We curate a shortlist of pre-vetted fractional executives who match your specific requirements.
Meet
Interview your top candidates. We handle scheduling and provide interview frameworks.
Start
Your fractional executive begins within days. We support onboarding and ongoing success.
Timeline Breakdown
Week 1: Define & Source
- • Define requirements and budget (Day 1-2)
- • Post on job boards, ask for referrals (Day 2-3)
- • Review candidates, shortlist 5-10 (Day 4-7)
Week 2-3: Interview & Select
- • First-round interviews (30-min calls)
- • Second round with case study or deep dive
- • Reference checks (2-3 calls)
- • Make offer and negotiate terms
Week 4: Onboard & Start
- • Contract signing and admin setup
- • Share context docs, logins, calendars
- • First week: stakeholder interviews
- • Begin audit and strategy work
First 90 Days: Deliver
- • Month 1: Audit, strategy, quick wins
- • Month 2: Build systems, launch campaigns
- • Month 3: Scale, hire, measure results
- • Decide to extend or part ways
Contract Terms & Structure
Standard terms for fractional CMO engagements. Adapt based on your needs and the candidate's preferences.
Standard Contract Template
Engagement Model
- Day rate: £700-£1,400 per day (based on experience)
- Commitment: 1-3 days per week (specify exact days)
- Monthly retainer option: £3,000-£5,500 for predictable billing
Term & Notice
- Initial term: 3-month trial period
- Renewal: Auto-renew to 12-month rolling contract after trial
- Notice period: 30 days either side (standard)
Scope of Work
- Responsibilities: Marketing strategy, team leadership, budget management, performance reporting
- Deliverables: Monthly strategy reviews, quarterly OKRs, weekly async updates
- Exclusions: Hands-on execution (unless scoped separately), attending all meetings
IP & Confidentiality
- IP ownership: Company owns all work product
- Confidentiality: Standard NDA terms, survives termination
- Non-compete: Usually not applicable (fractional works with multiple companies)
Payment Terms
- Invoicing: Monthly in arrears or bi-weekly
- Payment terms: Net 15 or Net 30
- Expenses: Pre-approved expenses reimbursed separately
Optional: Equity
- Advisory shares: 0.1-0.25% for long-term engagements (12+ months)
- Vesting: Quarterly or annual vesting
- Cash reduction: If equity included, day rate may reduce 10-15%
Cost Comparison: Fractional vs Full-Time vs Agency
Understand the total cost of each CMO hiring option for your business.
| Cost Factor | Fractional CMO | Full-Time CMO | Marketing Agency |
|---|---|---|---|
| Annual Cost | £70k - £140k | £150k - £280k | £120k - £500k |
| Days per Week | 1-3 days | 5 days | Varies |
| Strategic Ownership | Full ownership | Full ownership | Limited |
| Team Leadership | Yes | Yes | No |
| Equity Required | Optional (0.1-0.25%) | 0.5-1.5% | None |
| Time to Hire | 2-4 weeks | 3-6 months | 2-4 weeks |
| Cross-Industry Experience | High (multiple clients) | Limited | High |
| Best For | Scale-ups needing strategy + leadership | Large orgs with big teams | Execution-only projects |
Sources: Glassdoor UK, CIM Salary Survey, Market research
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