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The Ultimate Guide To Part-Time CMO Services

Picture of John Steele By  John Steele  ·  4 minute read

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What We'll Cover: 

Benefits, Costs, and How to Choose the Right One for Your Business

Contents: 

  1. The Rise of the Part-Time CMO
  2. Why Your Business Needs a Part-Time CMO
  3. Understanding the Costs of Part-Time CMO Services
  4. How to Choose the Right Part-Time CMO for Your Business

If you are reading this from a home office instead of a cubicle right now, you’ve got Exhibit A right in front of you. 

Everything from the channel mix to work-life balance to marketing budget allocation has shifted. We’re online more, sure, but some of the most popular digital channels have become saturated and marketers have begun looking elsewhere. 

What caused this shift? Well, there are many theories, but here are mine: 

  • The uncertain future of third-party cookies

Since 2020, we have seen what looked like the imminent demise of third-party cookies. Google and Apple have both announced plans to do away with third-party tracking, with Apple further enhancing their privacy features across all apps in 2021.

But Google recently announced a reversal to this plan, indicating that third-party cookies were sticking around–for now. 

  • The rise of small businesses

In 2021 there were 5.4 million new businesses filed in the U.S. according to the Census Bureau’s Business Formation Statistics, a 53% increase from 2019. 

You may recall that the Pandemic accelerated the embrace of remote work and an all-around re-orientation of our relationship with our employer. This, plus the federal government stimulus gave individuals the nudge (and the extra capital) they needed to launch new businesses.

  • The volatility in advertising spend. 

In the last 5 years, we have seen advertising spending growth fall to -3.7%, rise to 16% and then crater again, only to come back to a baseline of about 6%. This volatility has led first to a saturation, then an increase in ad prices, and then a reduction in ROI. 

In the above graph, you can see Year-On-Year growth in ad spend from 2000 to 2024. The first arrow shows the global financial crisis. The second arrow shows the global pandemic. 2020 was unique in its massive rebound and subsequent return to the norm. In other words, a uniquely volatile time in an already very volatile two-decade period.   

This uncertainty has produced  a marketing landscape loaded with potential pitfalls. And brand leaders are reacting in different ways. 

Some are returning to more traditional marketing channels. Some are looking for emerging channels like influencer marketing and podcast advertising. And still others are channeling their inner explorer, braving the open landscape, and hunting for the next frontier in digital attention. 

 

Whatever your reaction to this current marketing moment, just know: if you are experiencing shrinking budgets, contested marketing plans or diminishing return on ad spend, you’re not alone.

The Rise of the Part-Time CMO 

All of this may be why the demand for flexible, expert marketing leadership is on the rise. More companies are turning to part-time Chief Marketing Officers (CMOs) as a cost-effective solution to meet their strategic needs without the burden of a full-time commitment–in case something goes wrong and they need to pivot or contract at a moment’s notice.

According to a recent study, the global demand for part-time and fractional executives has increased by 57% since 2020, with the part-time CMO model becoming particularly popular among small to mid-sized businesses. 

So if you are the leader of a small-to-mid-size business, the founder of a startup or a division head looking to operate with greater agility in these uncertain times, we hope this comprehensive guide can help.

In it, we’ll explore everything you need to know about part-time CMO services, including the benefits, costs, and how to choose the right one for your business.

What is a Part-Time CMO?

 

A part-time CMO is a seasoned marketing executive who works with your company on a fractional basis. They bring the experience and strategic insights of a full-time CMO but offer flexibility in terms of time commitment and cost. This allows businesses to tap into high-level expertise for specific projects, periods of growth, or when transitioning between full-time marketing leadership.

Why Your Business Needs a Part-Time CMO

  1. Cost-Effectiveness: Hiring a full-time CMO can be prohibitively expensive, especially for small to mid-sized businesses. A part-time CMO offers a more affordable alternative while still providing access to top-tier marketing leadership.
  2. Flexibility: Whether your business needs strategic guidance during a growth phase or on an ongoing basis, part-time CMOs offer flexibility. You can scale their involvement up or down based on your company’s needs.
  3. Access to Specialized Skills: Part-time CMOs often bring a wealth of experience from various industries, providing your business with diverse perspectives and specialized knowledge.
  4. Immediate Impact: With their experience and expertise, part-time CMOs can quickly identify and implement strategies that drive results, giving your business an immediate marketing boost.

Understanding the Costs of Part-Time CMO Services

While the cost of part-time CMO services can vary widely based on the scope of work, industry, and the CMO’s experience level, understanding the general cost structure is crucial for making an informed decision.

  • Hourly Rates vs. Retainers: Part-time CMOs may charge by the hour or work on a retainer basis. Hourly rates typically range from $150 to $500, while monthly retainers can range from $5,000 to $15,000, depending on the level of involvement.
  • Value vs. Cost: When evaluating the cost, it’s essential to consider the value a part-time CMO brings. Their ability to craft and execute a strategic marketing plan can lead to significant ROI, often justifying the expense.

How to Choose the Right Part-Time CMO for Your Business

Choosing the right part-time CMO is critical to the success of your marketing efforts. Here are some key considerations:

  1. Experience and Industry Knowledge: Look for a CMO with a proven track record in your industry. Their experience will be invaluable in navigating the specific challenges and opportunities within your market.
  2. Cultural Fit: Your part-time CMO should align with your company’s culture and values. This ensures smoother communication and a more cohesive partnership.
  3. References and Case Studies: Ask for references and review case studies to gauge the CMO’s past performance and success in similar roles.
  4. Strategic Vision: Ensure the CMO has a clear understanding of your business goals and can articulate a strategic vision that aligns with them.
  5. Compatibility with Your Team: A part-time CMO should complement your existing team, providing leadership without disrupting your company’s dynamics.

part-time-cmo-marketing-operation

There are a ton of visualizations of how Part-Time CMO services can play out for your business. But I like this one because it focuses on strategy and execution through both goals and content / conversion channels. This is the type of marketing operation framework a fractional marketing executive can lead for your business. 

The Future of Part-Time CMO Services

The demand for part-time CMO services is expected to grow as more businesses recognize the benefits of flexible, expert marketing leadership. Companies of all sizes are likely to increasingly adopt this model, leveraging the expertise of part-time CMOs to drive growth and innovation.

Part-time CMO services offer a powerful solution for businesses looking to enhance their marketing strategy without the commitment of a full-time executive. By understanding the benefits, costs, and key factors in choosing the right CMO, your business can make an informed decision that drives long-term success.

Ready to Take Your Marketing to the Next Level?

If you’re ready to explore how a part-time CMO can benefit your business, contact us today for a free consultation. Let’s discuss your goals and how we can help you achieve them with expert, flexible marketing leadership.