Players/
And a coach.
An agency runs the plays. A fractional CMO picks them, sets the score to beat, and decides who stays on the field. Most growing companies need both, and most only have one.
The difference/
In one table.
| Fractional CMO | Marketing agency | |
|---|---|---|
| Job | Decides strategy and budget, manages vendors | Produces and runs campaigns |
| Paid by | A flat monthly fee | A retainer, often plus a share of ad spend |
| Measured on | Revenue from marketing | Usually its own report |
| Incentive on budget | None. Flat fee either way | Often grows with your spend |
| Who checks the work | You, every week, on one page | The fractional CMO, if you have one |
Grading/
Its own homework.
Agencies aren't the villain. Most do honest work. The trouble is structural. The same company that runs your campaigns also writes the report on how those campaigns did, and it often earns more when you spend more.
I spent eleven years inside agencies, most recently as Chief Operating Officer. I know which numbers go in the report because they look good, and which ones get left out.
A fractional CMO fixes the structure. The agency keeps doing the work. Someone on your side sets the targets, reads the report, and has the standing to say "this isn't working."
Your situation/
Your answer.
Agency only
You spend a little, you have a strong marketer on staff, and you just need hands.
Fractional CMO only
You have no agency yet, or you're about to fire one and need someone to run the search.
Both
You spend $25,000 a month or more through an agency and nobody on your team can tell whether it's working.
Agency or CMO/
Answered.
Is a fractional CMO cheaper than an agency?
They cost about the same per month, but they do different jobs. A fractional CMO usually pays for itself by cutting agency and media waste in the first quarter.
Will a fractional CMO fire my agency?
Only if it can't hit agreed targets. The first step is always written targets and a fair test.
Do you take commissions from agencies or vendors you recommend?
No. I take no commissions, markups, or fees from any agency or media vendor. For software and tools, I may earn a referral bonus, but only if I tell you in writing first, with the amount if I know it, and you can always sign up without my link.
Get a second/
Opinion.
Send me your last agency report. I'll tell you if it's working.