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A senior marketing lead in Western Europe costs somewhere north of €120,000 a year once you add employer contributions, and the search takes four to six months. Most B2B companies at €1M to €10M in revenue need that person’s judgement roughly two days a week. They do not need the salary, and they cannot wait half a year.
That gap is what a fractional CMO fills. Someone senior owns the channel, sets the plan, decides what gets dropped, and answers to you for the numbers. The execution stays with your team or your agencies.
What the role covers with us
We lead demand generation: search, content, paid acquisition and the measurement underneath them. That is where our own work sits, and it is what we can be accountable for.
In practice the job is mostly deciding. Which segments to chase this quarter and which to leave alone. Whether the €4,000 going into paid search should move to content. Whether the agency you already pay is producing anything that moves pipeline, and how to tell. Someone has to make those calls with enough context to be right more often than wrong, and that person is usually missing in companies this size.
The recurring pieces:
- A quarterly plan tied to pipeline targets, not to traffic
- Priorities set and re-set as things change, with the reasons written down
- Briefs and acceptance criteria for whoever executes, in-house or outsourced
- Vendor management, including firing the ones that are not working
- Analytics that a founder can read without a translator
- A monthly review with the founder or CEO covering what moved, what did not, and what changes next month
Where this does not fit
We do not run brand strategy, product marketing, events or PR beyond the digital side. If what you need is a CMO who will reposition the company and rebuild the messaging architecture, hire one, or find someone whose background is brand rather than acquisition.
This also works badly below a certain size. If you have no product-market fit yet, or nobody to execute, a fractional lead becomes an expensive consultant writing plans nobody carries out. You need at least one person or one agency capable of doing the work.
Ready to win Google traffic?
Free 30-minute strategy call. We will tell you what is realistic for your niche, your budget and your timeline — before quoting any work.
The first ninety days
Month one is diagnosis. Analytics and Search Console get audited properly, the existing channels get measured against what they actually cost, and we work out where pipeline comes from today. This part regularly turns up something uncomfortable, like a form that has been quietly failing, or a channel everyone believes in that has produced nothing measurable in a year.
Month two is the plan and the first cuts. Usually something stops. Month three is execution rhythm: briefs go out, work comes back, the review cycle starts running on its own.
Anyone promising pipeline growth in ninety days on a B2B sales cycle is describing a different business than yours. What you should expect by day ninety is a clear picture of what works, a plan you agree with, and the wasteful spend already stopped.
How this is priced
A fixed monthly fee for an agreed level of involvement, from a few days a month up to close weekly management. Not hourly. Hourly billing rewards slow work and gives you no way to plan.
The intensity is usually front-loaded, because the audit and the strategy take real time, and it settles into a steadier rhythm afterwards. We set the scope and the rate after a short review of where you actually are, since quoting this blind produces a number that is wrong in one direction or the other.
Fractional lead, agency, or a full-time hire
An agency sells you execution and is structurally motivated to keep selling it. That is fine when the strategy is already settled and you need hands. It goes wrong when nobody senior is deciding what the hands should do, which is how companies end up with content nobody reads and links nobody clicks.
A full-time hire makes sense once marketing needs more than two days a week of senior attention, and once you can tell a good one from a bad one at interview. Many founders cannot yet, which is a reasonable argument for renting the judgement first.
The fractional version is the middle path, and it has a real cost: your lead is not in the building, does not sit in every meeting, and will miss context that a full-timer would catch. Worth knowing before you choose.
Common questions
How much time do we actually get?
Depends on the arrangement. Two days a month is enough to hold direction on a slow-moving channel. Weekly involvement makes sense when several things are being rebuilt at once. We agree the level up front and it is visible in the invoice.
Do you replace our agency?
Usually not. Most often we end up managing the agency you already have, which sometimes improves what you get from them and sometimes ends the relationship. Both are useful outcomes.
Can you also do the execution?
Yes, and plenty of clients use us for both. It is worth saying out loud that this puts us on both sides of the table, so if you want the strategic judgement kept independent from delivery, say so and we will keep them separate.
What if it does not work out?
Monthly terms. No annual commitment. If the arrangement stops earning its cost, ending it should be easy, and a lead who insists on a long lock-in is telling you something.
Getting started
A short call, thirty minutes, about where the company is and what marketing is supposed to deliver this year. If it looks like a fit we will come back with a scope and a rate. If it does not, we will say so and point you somewhere more useful.
Related: B2B SaaS SEO when search is the main channel, an SEO audit if you want the diagnosis without the ongoing role, and marketing and sales automation for the operations side.
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