Originally published in 2023. Updated in 2025 and 2026 to reflect evolving research, industry perspectives and developments in marketing leadership, including AI and the changing role of the CMO.
In an age of disruption, the role of Chief Marketing Officer (CMO) has been disrupted too.
Historically, a CMO has been responsible for shaping an organisation's brand identity, crafting marketing strategies, and driving revenue growth. McKinsey & Company advises that marketing departments responsibilities have expanded well beyond this remit.Successful CMOs must now also be change makers - unifiers that support the long term vision of a company while delivering short term results in turbulent market conditions. They're now required to deliver transformation alongside growth - and do more with less.Adding to market dynamics and the additional capability required of the role, companies also face the perpetual challenge of balancing resource allocation while striving for growth. The need for specialised expertise can often outstrip available resources, budgets and timing. Therefore the historical model of hiring a full time CMO may not align with many company requirements.How can this gap in the market be addressed?Enter the Fractional Chief Marketing Officer (FCMO) - they offer businesses a flexible leadership solution that provides access to top tier talent without the commitment (or expense) of a full-time hire. The Evolving CMO Mandate - AI, investment & brand
Recent Gartner research reinforces the increasing pressures on marketing leadership. Its 2026 CMO Spend Survey found that marketing budgets averaged 7.8% of company revenue, with 56% of CMOs reporting insufficient budget to execute their strategies. At the same time, AI is reshaping marketing operations, customer engagement and organisational capability, yet only 30% of CMOs reported mature or fully developed AI readiness capabilities.
While AI creates opportunities for greater efficiency, personalisation and innovation, it also brings renewed focus to brand differentiation, authenticity and trust. As AI-generated content becomes more prevalent, organisations must work harder to establish credibility, build meaningful customer relationships and protect their reputations. Technology can accelerate marketing execution, but it cannot replace the strategic judgement and human understanding required to build enduring brand value.
For Fractional CMOs, these developments reinforce the importance of providing genuine executive leadership rather than simply specialist marketing expertise. The role demands commercial judgement, financial stewardship, AI literacy, governance and strong brand leadership, with the ability to translate these capabilities into practical decisions and measurable business outcomes. The fractional nature of the appointment changes how that leadership is accessed, not the level of accountability or expertise required.Understanding the FCMO vs. CMO
At its core, a FCMO is a seasoned marketing executive who offers their expertise and leadership on a part-time, project or on-demand basis. Unlike a traditional full time CMO, who’s employed by a single company and oversees its entire marketing strategy, they work with multiple clients simultaneously, providing strategic guidance, insight, and execution across a range of marketing initiatives.The skills required to be effective in a fractional appointment may vary based on the size, industry and lifecycle of a business. However, broad capability and senior management experience, coupled with consulting expertise across a range of business types and size are desirable.The difference between a marketing consultant and FCMO
While both roles bring strategic marketing expertise, the scope, accountability, and level of leadership involved differ significantly. Marketing consultants are often brought in to solve specific problems, develop targeted strategies, or provide specialist insight such as launching a campaign, conducting a brand audit, or refining messaging. Many also offer implementation support depending on the agreement.In contrast, a Fractional CMO is a part-time executive who leads the marketing function and is accountable for performance and ROI. They work alongside the CEO and senior team, managing internal and external resources to align marketing with business goals.
A FCMO connects strategy with delivery - building capability, guiding teams, and ensuring execution supports the broader commercial vision.
Roles and responsibilities of the FCMO
Strategic planning and execution
FCMOs work closely with their clients to develop comprehensive marketing strategies that integrate brand and demand, tailored to their unique goals and objectives.Financial stewardship
FCMOs need to have the financial skills to get the balance right between investment in growth strategies and expense minimisation. This is achieved through budget management, effective resource allocation (see point 3 below), cost control and responsiveness to changes in market conditions.Resource optimisation
Adept at optimal resource allocation, the role ensures that budgets, agents or suppliers are utilised efficiently to maximise return on investment (ROI). They also build and manage marketing teams and collaborate with key stakeholders to drive outcomes.Specialised marketing expertise
Due to their extensive experience, FCMOs often bring specialised expertise in specific areas of marketing and communications. Their focussed skill set enables them to provide targeted solutions tailored to the unique needs of each client, driving greater effectiveness and efficiency in marketing initiatives.Flexibility and scalability
One of the key advantages of the position is the flexibility it offers. Candidates therefore need to have a broad skillset and be agile to changing requirements. Effective FCMOs need to hit the ground running and be able to seamlessly switch between strategy and execution.Collaborative leadership style
In instances where a company is in high periods of growth/transition or experiencing a temporary gap in leadership, a FCMO can step in to provide interim management and continuity until a permanent solution is found. Unification and collaboration across the company during these times is key.Measurement
Actively defining and measuring against clear KPIs is key to optimise efforts to deliver better outcomes. Being adept at integration of data and analytics and the ability to illustrate marketing attributed revenue is key.Creative and visionary
While analytical tools are often viewed as essential for any contemporary marketer, there are now indications of an imbalance. According to the Deloitte Global Marketing Trends Report, organisations may now lack the creativity needed to meet the challenges of the modern business world, due to lower emphasis on creative skills among CMOs and in the C-suite. In short, creativity is still key.Navigating complexity with clarity
FCMOs must be able to navigate an increasingly complex operating environment, with a sound understanding of purpose, sustainability, governance, risk, technology, AI, legal and regulatory change, and broader market trends. This requires strong executive stewardship - balancing short term priorities with longer term value creation, anticipating emerging risks and opportunities, and ensuring marketing decisions remain aligned with the broader objectives of the business.AI transformation and governance
As AI reshapes marketing strategy, customer engagement and operating models, Fractional CMOs must be equipped to assess opportunities, guide investment and oversee responsible adoption. This requires more than familiarity with emerging tools. It calls for strategic judgement, data literacy, governance, change management and the ability to align technology with business priorities, team capability and measurable commercial outcomes.
Executive stewardship is a defining dimension of effective Fractional CMO leadership. Explore this further in Beyond Fractional CMO: The Art of Executive Stewardship.
Is a FCMO right for your business?
Determining whether to engage a Fractional CMO depends on several factors, including the company's stage of growth, budget constraints, and specific marketing needs. Here are some scenarios where hiring a FCMO might be particularly valuable:Startups to scale-ups
As businesses move beyond the startup phase into rapid growth, they face new complexities - scaling operations, expanding into new markets, optimising marketing ROI, building teams, and preparing for funding rounds or exit. A Fractional CMO provides senior level marketing leadership without long term overheads, helping scale-ups seize growth opportunities with clarity, operational discipline, and strategic precision.Small to medium-sized enterprises (SMEs)
SMEs typically face the dual challenge of limited budgets and the need for professional marketing leadership. As they grow, pivot, or enter new markets, the strategic input of a Fractional CMO can be transformative. Whether it’s enhancing brand positioning, building internal capability, or implementing scalable systems, a FCMO provides targeted leadership to support sustained, profitable growth.Specialised projects - government and corporate
Larger organisations embarking on specific initiatives such as branding, digital transformation, international expansion, or new market entries benefit from the specialised knowledge and agility a Fractional CMO provides. By plugging into a business when needed most, they offer fresh insights and proven frameworks to drive successful execution and measurable results.Periods of growth and transformation
During times of rapid growth or transformation, businesses must scale with intention - balancing short-term deliverables with long term equity and financial outcomes. This often calls for a review of the market, brand strategy, revenue models, and stakeholder alignment, along with a renewed focus on evolving customer needs and expectations. Without the right leadership and structure, organisations risk internal misalignment, cultural breakdowns, customer disconnect, and a lack of strategic clarity - all of which can compromise performance and long term value. Interim leadership needs
For organisations experiencing leadership transitions, parental leave cover, or restructuring, a Fractional CMO can step in to ensure continuity and momentum. This temporary yet strategic guidance helps businesses navigate change without losing sight of long-term marketing and brand objectives.A final note: the importance of adequate tenure
While a Fractional CMO can deliver highly targeted support, achieving meaningful business outcomes can often require more than short term advisory input.Strategic planning, brand building, revenue growth initiatives, and team capability development all take time to diagnose, implement, and optimise.Short engagements (say 4-8 weeks) may be suitable for audits, plans or workshops, but sustainable impact typically requires a longer tenure aligned to business priorities (typically 3-6 months). Setting a realistic timeframe ensures that the Fractional CMO has the opportunity to deliver results that contribute to the company’s long term value.Need senior marketing leadership without the need for a full-time CMO?
About the Author
Internationally recognised marketing executive and Fractional Chief Marketing Officer (FCMO), Katrina Savell is the Founder of Brand Clarity® and brings extensive experience in executive leadership and strategic advisory roles. She has led marketing, brand and business growth initiatives across multinational corporations, government, professional services, SMEs, startups, not-for-profits and social enterprises. With expertise spanning brand strategy, commercial growth, governance and executive stewardship, Katrina works with CEOs, business owners and leadership teams to navigate complexity, strengthen organisational capability and deliver measurable outcomes. Her collaborative, commercially focused approach combines strategic clarity with a commitment to responsible business practices and positive social impact.
References
McKinsey & Company — Why Is Collaboration Key to CMO Success?
Forbes Communications Council — Six Trends Redefining the Role of the Modern CMO
Deloitte — 2023 Global Marketing Trends Report
Brand Clarity® — Beyond Fractional CMO: The Art of Executive Stewardship
