A fractional CMO is a senior marketing leader (typically VP/CMO-level) working part-time across multiple companies, usually 2–3 days per week per client at £2,499–£6,999/mo. Right for companies under £5m ARR that need senior strategy and vendor management but can't justify a full-time CMO (loaded cost £180k+). Wrong for companies above £15m ARR (need full-time leadership) or below £500k revenue (premature investment).
GTM strategy and quarterly OKRs. Channel mix selection. Agency / vendor selection and management. In-house hiring (interviews first 3 marketing hires). Executive comms and quarterly board pack. ICP definition and audience research. Brand positioning. Marketing budget allocation.
What they don't do: run paid ads themselves (vendor decision), write copy (specialist work), produce content (specialist work), close sales (sales team work).
Full-time London CMO: £130k–£250k base + bonus + equity = £180k–£350k loaded. Plus 6–12 month ramp before full output.
Fractional CMO: £2,499–£6,999/mo = £30k–£84k/yr. Day-1 senior judgement, no ramp, no equity.
Tipping point to full-time: usually £5–15m ARR or 4+ marketing reports. Above that, full-time wins on focus + accountability.
Series A–B SaaS without senior marketing leadership. Founder-led marketing approaching capacity ceiling. Company between £500k–£5m revenue. Multiple agencies needing coordination. Strategic decisions outpacing internal capability. Pre-funding companies needing strategic discipline before fundraise.
Above £15m revenue with 4+ marketing reports (need full-time accountability). Below £500k revenue (founder-led marketing more cost-effective). Crisis mode (need full-time emergency response). Companies expecting fractional CMO to execute (they're strategic, not executional).
"Fractional CMOs are not part-time executors. They're senior strategists. If you need someone to run paid ads or write copy, hire specialists. If you need someone to decide what paid ads to run and which agency to hire, fractional CMO is right."
Check 3+ recent client results (specific KPI movement, not generic 'we worked together'). Verify they have running clients, not just past clients. Confirm in-person availability if you need it (most London-based fractionals do 1–2 days/week in-person).
Confirm conflict policy: shouldn't be working with direct competitors. Confirm IP and confidentiality. Confirm minimum term (3 months recommended for compounding outcomes).