Fractional Marketing: What Is It and Why Do You Need It?

September 8, 2021

Marketing is one of the pillars that carry a business. It’s vital to put your brand out there, generate new leads, and maintain relationships with your loyal customer base. It’s a complex field that continues to develop, and marketing teams are often left with more hats to wear as best practices change over time.

Companies now need to focus on specialized aspects like copywriting, web development, search engine optimization (SEO), paid ad campaign management, business analysis, and many more. However, it can quickly turn disastrous when a company leaves its in-house teams with too many roles to fill.

Because of the increasing demands in the modern age, marketing teams need all the help they can get—from leaders to other specialists. However, this overwhelms many organizations as they find the need to hire more professionals than they initially expected—especially high-ranking ones like chief marketing officers (CMOs). Fortunately for them, fractional marketing is steadily becoming the norm.

What Is Fractional Marketing?

In-house marketers are able to do much in terms of producing materials to represent the brand, but many companies often do not have the resources or workforce to handle everything themselves. Hiring full-time CMOs can be costly, especially for small- or medium-sized enterprises or businesses that only need to expand their market from time to time.

In fractional marketing, businesses outsource specific marketing functions on a short-term or on-demand basis. This method allows enterprises of all sizes to benefit from executive-level management without hiring more people to work full-time.

Fractional marketing can supplement in-house teams or replace roles entirely. Businesses only have to pay for the time and services that fractional CMOs render—all for a fraction of the cost of hiring in-house employees.

Why Does Your Business Need Fractional Marketing?

Employing a fractional CMO has many benefits for businesses of all sizes. Some of the reasons companies outsource their marketing include:

1 - Marketing Leadership

Fractional CMOs supplement in-house marketing teams by providing direction and guidance regarding which techniques they should focus their efforts on. These executive-level professionals have the skills and experience to define which marketing tactics will work for a company.

2 - Access to Specialized Functions

Having in-house marketers is not a one-size-fits-all solution to a company’s needs. They often have to consider specialized functions like SEO, pay-per-click advertising management, and many more.

3 - Fewer Full-Time Employees to Hire

Not all organizations have the resources to hire in-house CMOs and specialists. Hiring and recruiting executive-level employees can already stress out many managers, and paying them for full-time services can be expensive.

With fractional marketing, businesses can enlist the help of professionals only as needed, which is undeniably cost-effective. They can then allot their budgets for other core aspects of marketing.

The Takeaway

Marketing in the modern age is increasingly complex, but you don’t have to deal with it alone. Fractional marketing allows you to access talents as needed—without going through the hassle of hiring full-time employees. It’s an efficient and cost-effective way to get direction and results to better get your brand out there.

The Sales Group offers fractional marketing and sales services in North America. We provide businesses with cost-effective, flexible, and proven solutions to maximize their performance. Get in touch with us today!

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Donna Gliha, Chief Sales Officer / President

A proud nominee of the 29th Annual  RBC Canadian Women Entrepreneur Awards

Alyssa Huizenga
Director, Business Development

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