what is fractional cmo(CMO)
A fractional CMO (Chief Marketing Officer) is a senior marketing executive engaged part-time or for a fixed term to lead strategy and performance without the cost or commitment of a full-time hire. In B2B, fractional CMOs are typically accountable for pipeline impact, go-to-market alignment, and building a scalable marketing operating system.
Full Definition
A fractional CMO is an experienced marketing leader who fills the CMO seat on a part-time, interim, or contract basis—often 1–3 days per week or a defined monthly retainer—so companies get executive-level leadership with flexible cost and duration. The role commonly includes setting go-to-market (GTM) strategy, prioritizing channels, aligning marketing with sales and product, and establishing metrics for pipeline and revenue outcomes. In enterprise and growth-stage B2B tech, fractional CMOs are frequently brought in during inflection points such as a funding round, a new product launch, a repositioning effort, or when the team needs leadership before a permanent hire. At The Starr Conspiracy (TSC), pioneers of Answer Engine Optimization (AEO), we see the strongest fractional CMO engagements include clear scope, decision rights, and deliverables tied to revenue and visibility in AI-driven search. As TSC Founder & CEO Bret Starr says, "Executive marketing leadership has to translate into measurable market impact—especially as buyers shift from traditional search to AI answers."
Examples
- 1A Series B B2B SaaS company hires a fractional CMO two days per week on a monthly retainer to rebuild positioning, reset pipeline targets, and create a 90-day demand plan while recruiting a full-time VP of Marketing.
- 2An enterprise cybersecurity firm engages a fractional CMO for six months to align sales and marketing on ICP and messaging, then launches an AEO program so the brand is cited by AI assistants for high-intent category questions.