The Real Challenges of Being a Fractional CMO

Working as a Fractional CMO has been one of the most rewarding shifts in my career. But I’ll be the first to tell you, it’s not always easy!

I’ve had the opportunity to step into incredible companies, build marketing strategy from the ground up, and drive meaningful results without being tied to a full-time role. But with the flexibility and diversity of this kind of work comes a unique set of challenges.

Whether you're a fellow fractional marketer, a founder thinking about hiring one, or just curious how this role works in real life, I wanted to share a behind-the-scenes look at what makes the job complex, and how I personally navigate it.

1. Time isn’t always on my side

Let’s start with the obvious. I’m not in-house full-time. That means I have to make the most of every hour I spend with a client.

How I handle it: I create a clear 30-60-90 day plan, prioritise the biggest impact areas first, and stick to consistent communication rhythms. Time-blocking is my best friend.

2. I'm not always seen as “one of the team”

When you're not on payroll or in the office every day, it can take longer to build trust and rapport.

What I do: I go out of my way to get to know internal teams, setting up 121s, joining their messaging channels, and showing up to key meetings. I find that small efforts to connect on a human level go a long way in making people feel like I’m invested (because I truly am).

3. I don’t know the full history

When I come into a company, I often have limited context in terms of what’s been tried, what failed, why things are the way they are.

My approach: I start every engagement with a mini internal audit. I ask a lot of questions and listen closely. I also love when founders or team members walk me through the 'marketing graveyard' (the stuff that didn’t work). That history is gold.

4. Expectations can get fuzzy

Sometimes I’m brought in as a strategic leader. Other times, I’m expected to roll up my sleeves and run email campaigns, manage agencies, or write content.

To avoid confusion: I set clear boundaries up front. During onboarding, I explain what I do (strategy, positioning, GTM planning, team oversight) and what I don’t do (daily execution, unless agreed and in scope).

5. Every client is at a different stage

Some have solid systems and a marketing team in place. Others are starting from scratch.

My solution: I assess where the company is on the marketing maturity curve. If we’re missing foundational pieces, like clear positioning, funnels, or tracking, then I start there. There’s no point launching paid ads if your messaging isn’t resonating.

6. People want results, fast

Fair! If you're hiring a fractional CMO, you probably want to see impact quickly.

My move: I look for quick wins (like tightening up website messaging or fixing leaky funnels) while laying the groundwork for long-term strategy. And I always share progress updates, even small ones, so clients know things are moving.

7. Access isn’t always easy

Sometimes it takes a while to get into platforms or analytics tools I need to assess performance.

How I handle it: I include an 'access checklist' in my onboarding process to speed things up. If data’s missing, I flag it early so we don’t hit delays down the line.

8. Switching between clients and industries

Context switching is real. I might go from working with a B2B SaaS company to a marketing agency in the same week.

What helps me: I keep detailed notes, brand guides, and messaging docs for each client so I can shift gears quickly. I also block focused time for each client, so I’m not mentally jumping back and forth.

Final Thought on being a Fractional CMO

Being a fractional CMO means wearing a lot of hats, working with agility, and delivering value quickly. It’s not for everyone, but I love the challenge.

If you’re a business owner thinking about bringing in fractional marketing leadership, I hope this gave you some helpful context. And if you're a fellow fractional leader nodding along, remember that you're not alone!

Want to talk about what fractional marketing leadership could look like for your company? Feel free to get in touch. I’m always happy to chat.