Fractional CMO vs. Marketing Agency: Which Does Your Business Need?

One of the most common questions I get from founders is: "Should I hire a marketing agency or work with a Fractional CMO?"

The answer isn't one-size-fits-all, but understanding the difference can save you time, money, and frustration.

What a Marketing Agency Does

Marketing agencies are execution partners. They:

• Run your ads
• Manage your social media
• Create content
• Build websites
• Execute campaigns

They're great at doing the work, but they typically don't set the strategy. They execute on what you tell them to do.

What a Fractional CMO Does

A Fractional CMO is a strategic leader who:

• Develops your overall marketing strategy
• Aligns marketing with business goals
• Builds and manages your marketing team
• Optimizes your marketing budget
• Provides executive-level guidance

Think of it this way: an agency is your hands, a Fractional CMO is your brain.

When You Need an Agency

You should work with an agency when:

• You have a clear strategy and need execution support
• You need specialized skills (like paid ads or SEO)
• You want to scale specific channels quickly
• You have the budget for both strategy and execution

When You Need a Fractional CMO

You should work with a Fractional CMO when:

• Your marketing feels scattered and unfocused
• You're not sure where to invest your marketing budget
• You need someone to build and lead your marketing function
• You want strategic guidance without a full-time executive salary

The Best of Both Worlds

Here's the secret: you often need both. A Fractional CMO can develop the strategy and manage agency partners to execute it effectively.

This is exactly what I do for my clients. I provide the strategic leadership while coordinating with agencies, freelancers, and internal teams to execute the plan.

Making the Right Choice

Ask yourself:

• Do we have a clear marketing strategy? (If no, start with a Fractional CMO)
• Do we need help executing our strategy? (If yes, consider an agency)
• Do we have someone to manage our marketing efforts? (If no, you need strategic leadership)

The right answer depends on where you are in your journey. But one thing is certain: strategy must come before execution.

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Not sure which path is right for your business? Let's have a conversation.