Bringing in marketing leadership an important strategic move that can make or break your company. Finding the right level of marketing leadership depends on your goals, budget, existing marketing resources and infrastructure. Here we’ll down the nuances between the scope of work and responsibilities of a Chief Marketing Officer (CMO) versus a Marketing Director (MD).

What are the key differences between a fractional CMO and marketing director?

Here’s an overview sharing the differences between a fractional CMO and a fractional marketing director.

CMO MDS
Chief Marketing Officer Marketing Director
Years in marketing 20+ years 10+ years
Years of leadership 10+ years 5+ years
Strategic Outlook Timeline 3-year company vision and direction 1-year company goals and objectives
Benefits Strategic direction and leadership without the long-term commitment and expense Day-to-day marketing leadership and execution without the long-term commitment and expense
Client relationship duration 3 to 6 months 12+ months

A Fractional CMO’s Responsibilities

How do you know if a fractional CMO is what you need in your business? We’ll breakdown their involvement in your business.

What They Do

  • Develop the overall long-term marketing strategy for the company
  • Set company milestones that need to be accomplished to meet business goals
  • Work closely with the company’s executive team to ensure that the marketing objectives are aligned with the company’s overall business objectives
  • Creates the mandate for the marketing team to abide by in order to meet business goals
  • Conducting market research to understand customer needs and preferences, analyzing competitor activities, and identifying opportunities for growth
  • Face of the company’s marketing efforts and is responsible for building and maintaining relationships with key stakeholders, such as customers, partners, and industry influencers.
  • They are responsible for growing the company’s brand awareness
  • Responsible for monitoring customer needs and desires to identify opportunities, working with PR team to develop strategies that encourage customer interaction, and ensuring company alignment with the brand image.
  • Providing leadership-level consulting on high-impact marketing initiatives to ensure alignment with company vision

What They Don’t Do

  • Does not coordinate the day-to-day activities for the marketing department
  • Does not create the marketing plan
  • Does not strategize, execute, or supervise on tactical initiatives such as advertising, SEO, social media, email marketing, or CRM automations

Client Requirements for This Service to Be Effective Must…

  • Have a marketing director or manager
  • Have an internal marketing team that executes at the tactical level
  • Has an established business already

A Fractional Marketing Director’s Responsibilities

How do you know if a marketing director is what you need in your business? We’ll breakdown their involvement in your business.

What They Do

  • Establish a working roadmap and operational marketing plan to meet long-term marketing and business goals
  • Set marketing budgets and tactical KPIs to meet the annual marketing objectives
  • Work closely with the marketing team and ensuring that tactical marketing initiatives are meeting pre-set marketing goals
  • Direct the day-to-day operations of the marketing communications team
  • Conducting audits and analysis on existing team resources, assets, and performance to identify opportunities that would enable immediate returns and long-term returns
  • The main contact point between the leadership and marketing execution team. Is responsible for setting goals and expectations, providing guidance and support, and ensuring that the team is working together effectively to meet marketing objectives
  • Responsible for monitoring the performance of marketing campaigns or initiatives and working with the marketing team to make adjustments as to ensure maximum effectiveness
  • Leading and executing on tactical projects alongside marketing team members

What They Don’t Do

  • Does not typically execute on at the tactical level by oneself but instead works alongside other marketing team members or with the A&H FME team
  • Does not write ad copy, design ads, or create new landing pages

Client Requirements for This Service to Be Effective Must…

  • May or may not have a marketing team or marketing coordinator
  • Has an established business already

LET'S DISCUSS

If you’re still uncertain what level of marketing leadership is right for you, our team would be happy to discuss with you what could work.