Not every company needs a full-time Chief Marketing Officer (CMO), but knowing when a fractional CMO is the right move can be tricky. A fractional CMO brings senior-level expertise without the hefty salary commitment, offering strategic leadership tailored to your business's specific needs. But how do you know if that’s what your company really needs, or if you’re just adding another layer of management without the payoff?
To break it down, we spoke with Justin Belmont, Founder of Prose and former Google executive. Justin shares what to look for, common misconceptions, and how to tell if a fractional CMO could actually move the needle for your business.
Q&A with Justin Belmont
Q: How can a business tell if it actually needs a fractional CMO?
A: If your marketing feels like it’s spinning its wheels—lots of activity, not a lot of results—you probably need strategic leadership. A fractional CMO isn’t just there to manage campaigns, they’re there to figure out why things aren’t working and fix them. If your team has great execution but no clear direction, that’s a sign. Also, if the CEO is still playing the CMO role on top of everything else, it’s time to bring in backup.
Q: What are some signs a business doesn’t need one?
A: If you’re a small company with simple marketing needs—like, “We just need someone to run ads and post on social”—you probably don’t need a CMO. You need good specialists. A fractional CMO is overkill if there’s no strategy to build or complex problems to solve. It’s like hiring an architect to rearrange your living room furniture.
Q: What’s the biggest misconception companies have about fractional CMOs?
A: That they’re just expensive consultants who drop in, throw around buzzwords, and leave. A good fractional CMO is hands-on. They’re part of your team, not just an occasional voice on a Zoom call. They should be setting the strategy, aligning the team, and making sure marketing is driving actual business results.
Q: How can a company get the most value from a fractional CMO?
A: Give them real authority. Don’t hire a CMO and then expect them to work around ten layers of approval. Let them lead. Make sure they have access to the data, the team, and the decision-makers. The more you treat them like a true part of the leadership team, the more impact they’ll have.
Q: Any parting advice for companies considering a fractional CMO?
A: Be clear about what you want. Don’t just hire a fractional CMO because it sounds cool or because some board member said you need one. Know the problem you’re trying to solve, and make sure the person you bring in has the skills to solve it. Otherwise, you’re just adding another title to your organization’s chart.
