Fractional CMO vs In-House Hire: What’s Best for Your Business Growth?
- Nikki Jeffery
- Jul 31
- 3 min read
Updated: Oct 28
Need Marketing Leadership? Here’s Whether to Hire In-House or Work with a Fractional CMO
Marketing Leadership: Which Route Makes Sense?
You know you need direction. Marketing is happening, but it’s disjointed. There’s no real strategy. You might be managing it yourself or relying on freelancers without clear guidance. Now you’re wondering: “Should we hire someone full-time, or is there another way?”
There is. It’s called a Fractional CMO. Let’s break down both options. This will help you figure out what’s right for your business stage, team, and budget.
What Is a Fractional CMO (and How Does It Work)?
A Fractional CMO is a senior marketing strategist who works with your business on a part-time or project basis. They bring the same expertise as a Head of Marketing or CMO, but without the cost of a full-time salary.
Think of it as having a strategic partner in your corner. They help you make smarter decisions, lead your marketing team (or freelancers), and move things forward faster.
Example: I worked with Good Play Guide as a retained marketing lead during their peak Christmas period. We sharpened their messaging, built a focused campaign, and achieved a 50% increase in bookings year-on-year—without needing a full-time hire.
Hiring In-House: What That Brings
Hiring a full-time marketing manager or director gives you someone who is fully embedded in your team. They are on-site (or remote), present every day, and focused solely on your business.
This can be brilliant if you’re at the stage where:
You have the budget for a £50K+ salary.
You need someone available five days a week.
You have enough marketing activity to justify that level of support.
Fractional CMO vs In-House: Side-by-Side Comparison
Signs a Fractional CMO Might Be Right for You
You’re growing but don’t need a full-time Head of Marketing (yet).
You’re managing freelancers or junior marketers but feel directionless.
You want someone who’s done this before and can plug in fast.
You need help aligning your marketing with business goals.
When an In-House Hire Makes More Sense
You’re scaling fast and need daily marketing execution and management.
You have a large marketing team that needs full-time leadership.
You’re investing heavily in content, paid ads, or internal campaigns that need ongoing oversight.
Still Not Sure? Try a Short-Term Audit First
If you’re weighing your options, starting with a Marketing Audit or Strategy Session can help you get immediate clarity on what you actually need. You’ll see:
Where your gaps are.
What kind of support makes sense.
Whether your current marketing setup is scalable.
Sometimes, all you need is a strategic partner to guide the way before you jump into a permanent hire.
Want Strategic Support Without a Full-Time Cost?
My Fractional CMO services are designed for growing small businesses that need smart strategy and leadership but aren’t ready for a full-time marketing director. You’ll get:
Strategic planning.
Hands-on team direction.
Messaging and content alignment.
A partner who understands your business goals (and how to reach them).
🔗 Explore Fractional CMO support here.
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