You know you need better marketing. Your website isn't bringing in leads, customers aren't finding you, and you're watching competitors grow while you stay stuck.
Maybe you're considering hiring external marketing help, but the options feel confusing. Should you work with a marketing consultant? Could a fractional CMO be better? What's the actual difference, and how do you choose?
As someone who has been helping businesses build trusted brands for over a decade, and having worked both in-house and with agencies, I've seen businesses succeed (and fail) with different types of marketing support.
By the end of this article, you'll know three things:
A fractional CMO integrates into your leadership team to provide strategic oversight, while a marketing consultant solves specific, project-based problems. The key distinction lies in their scope of involvement: fractional CMOs become part-time executives who drive long-term marketing strategy, whereas consultants deliver specialised expertise for defined projects.
Think of it this way: a marketing consultant is like calling a specialist when you have a specific problem. You might hire an SEO consultant to improve your search rankings, a content consultant to develop your blog strategy, or a social media consultant to launch a new campaign.
A fractional CMO works more like a senior executive who becomes part of your leadership team. They attend board meetings, contribute to business strategy, and oversee your entire marketing function. Their role encompasses everything from brand positioning and messaging to team development and budget allocation.
Here's a simple comparison:
| Marketing Consultant | Fractional CMO |
|---|---|
| Project-based work | Ongoing strategic role |
| Specific expertise areas | Broad marketing leadership |
| Defined deliverables | Continuous oversight |
| Limited business integration | Full executive involvement |
| Tactical focus | Strategic focus |
| Not a fit when: You lack a strategy/roadmap; you need cross-functional leadership; no one can own outcomes internally | Not a fit when: You need full-time execution; budget <£5k ($6,250)/mo; you want quick campaign wins without organisational change |
The relationship structure differs significantly too. Marketing consultants typically work with your marketing team or designated project manager. Fractional CMOs report directly to the CEO and work alongside other executives to align marketing with overall business objectives.
You should hire a fractional CMO when your business needs ongoing strategic marketing leadership and someone to oversee your entire marketing function. This option works best for growing businesses that require executive-level marketing expertise but aren't ready for the cost and commitment of a full-time CMO.
Consider a fractional CMO if you're experiencing these challenges:
Strategic gaps in your marketing
Leadership and oversight needs
Growth stage indicators
Fractional CMOs excel when you need someone who can see the bigger picture, connect marketing activities to business outcomes, and provide the strategic thinking that turns good marketing into exceptional growth.
Marketing consultants offer deep specialised expertise in specific areas, making them ideal for targeted problem-solving and filling skill gaps. They typically provide faster implementation on focused projects and can be more cost-effective when you need specific expertise rather than ongoing strategic oversight.
Specialised expertise when you need it
Marketing consultants excel in their chosen areas. An SEO consultant understands search algorithms, keyword research, and technical optimisation better than a generalist. A paid advertising consultant knows platform nuances, audience targeting, and campaign optimisation that comes from daily hands-on work.
This depth of knowledge means faster results and fewer costly mistakes. Instead of your team learning through trial and error, you get proven strategies and tactics that work.
Flexible engagement models
Consultants offer various working arrangements that fit different needs and budgets:
You can engage multiple consultants simultaneously for different needs, or work with one consultant across multiple projects as priorities change.
Faster implementation and results
Because consultants focus on specific areas, they often deliver results more quickly than broader approaches. For example, I recently worked with a SaaS company where an email marketing consultant audited their sequences, optimised their campaigns, and improved conversion rates from 2.1% to 4.8% within six weeks. The consultant identified that their welcome sequence was too sales-focused and redesigned it around onboarding value.
They come with established processes, tested frameworks, and proven methodologies that accelerate implementation. You're not paying for them to figure things out --- you're paying for expertise that drives immediate improvements.
Fractional CMOs typically cost £5,000-£15,000 ($6,250-$18,750) per month for ongoing strategic work, while marketing consultants usually charge £100-£300 ($125-$375) per hour or project-based fees ranging from £2,000-£20,000 ($2,500-$25,000). The total investment depends on your needs: fractional CMOs represent a higher monthly commitment but provide comprehensive strategy, while consultants offer more flexible, project-based pricing.
Fractional CMO investment levels
Fractional CMO pricing reflects the strategic nature and executive-level experience:
Most fractional CMOs require minimum commitments of 6-12 months, recognising that strategic transformation takes time. This commitment allows for proper strategy development, repositioning cycles, and sales feedback loops. You're investing in ongoing leadership rather than one-off improvements.
Here's what you should expect:
30 days: Audit complete, positioning hypothesis developed, KPI framework established, revenue-model alignment, channel prioritisation 60 days: Roadmap approved, team structure and responsibilities set, vendor plan created, budget reallocation underway 90 days: First full-funnel campaigns live, reporting cadence established, pipeline impact indicators showing (SQL velocity, CAC payback trending)
Marketing consultant pricing structures
Consultants offer more varied pricing options:
The flexibility means you can control costs more precisely, scaling investment up or down based on immediate needs and budget availability.
Total cost considerations
While hourly rates might seem lower for consultants, total project costs can vary significantly. A comprehensive website redesign might cost £15,000 ($18,750) from a consultant working independently, while a fractional CMO would oversee the same project with strategic input, vendor management, and brand alignment for potentially £8,000 ($10,000) of their monthly retainer plus the delivery partner's fee of £10,000 ($12,500).
Example cost comparison:
For businesses needing ongoing strategic support, fractional CMOs often provide better value per pound spent. For specific projects or skill gaps, consultants can be more cost-effective.
Startups and small businesses under £2M ($2.5M) revenue often benefit more from marketing consultants for specific needs, while growing businesses between £2M-£20M ($2.5M-$25M) revenue typically need fractional CMO strategic oversight. Companies with existing marketing teams but no strategic leadership find fractional CMOs most valuable, while businesses seeking to solve specific marketing challenges benefit from specialised consultants.
Small businesses and startups (Under £2M/$2.5M revenue)
At this stage, you're usually resource-constrained and need specific problems solved quickly. Marketing consultants work well because:
A startup might hire a content consultant to develop their blog strategy, then engage a social media consultant for launch campaigns, followed by an SEO consultant to improve search visibility.
Growing businesses (£2M-£20M/$2.5M-$25M revenue)
This growth stage creates different challenges that suit fractional CMO support:
Your marketing budget likely exceeds £10,000 ($12,500) monthly, justifying senior strategic oversight. You have enough marketing activity to benefit from coordinated leadership but not enough scale for a full-time CMO.
For context, this budget might be allocated as: 40% paid advertising, 25% content and creative, 20% technology and tools, 15% personnel. A fractional CMO ensures this investment works together rather than competing against itself.
Established companies (£20M+/$25M+ revenue)
Larger businesses often need both types of support:
The key is having strategic leadership in place (CMO) while engaging consultants for specialised needs or capacity overflow.
Many successful businesses use a fractional CMO for strategic oversight while engaging specialised marketing consultants for specific tactics and implementation. This hybrid approach allows the fractional CMO to provide strategic direction and vendor management while consultants execute specialised campaigns or fill specific skill gaps.
This combination often creates the best of both worlds when structured properly.
How the hybrid model works
The fractional CMO acts as the strategic leader and coordinator:
Marketing consultants handle specialised execution:
Benefits of the combined approach
This model provides comprehensive coverage: strategic thinking plus tactical expertise, executive oversight with specialised implementation, and flexible resource allocation based on priorities.
You get the strategic leadership of a CMO without losing access to best-in-class specialists for specific needs.
Sample governance structure for the hybrid approach:
Monthly: Fractional CMO leads strategy review and KPI readout; consultants present deliverables and learnings
Bi-weekly: Funnel sync meetings with sales and marketing teams
RACI clarity: Fractional CMO = Accountable for strategy and budget; Consultants = Responsible for execution; CEO = Approver of strategy; Marketing Manager = Coordinator of operations
Managing the relationships effectively
Success requires clear role definition and communication:
Many businesses find this approach more effective than trying to manage multiple consultants independently or expecting a single fractional CMO to handle all tactical execution personally.
Start by assessing whether you need ongoing strategic guidance (fractional CMO) or specific project expertise (consultant), then evaluate candidates based on relevant experience in your industry and business stage. Key evaluation criteria include their track record with similar businesses, communication style, availability to meet your timeline, and alignment with your budget and growth objectives.
Step 1: Define your primary need
Ask yourself these key questions:
If you answered "strategic" and "ongoing" to most questions, a fractional CMO likely fits better. If you need "tactical" and "project-based" support, consultants might be more suitable.
Step 2: Evaluate relevant experience
Look for professionals who understand your business context:
Step 3: Assess working style and availability
The relationship matters as much as the expertise:
Step 4: Verify credentials and references
Don't skip the due diligence:
The right marketing professional should feel like a natural extension of your team, whether providing strategic guidance as a fractional CMO or tactical expertise as a consultant.
You've likely felt stuck knowing you need better marketing help but not knowing which type of support to choose. The options seemed confusing, and the wrong decision could waste months of progress and thousands of pounds.
Now you know the clear differences, costs, and best-fit scenarios for both fractional CMOs and marketing consultants. You understand when ongoing strategic leadership makes sense versus when project-based expertise delivers better results.
Remember the core challenge: your marketing wasn't bringing in the customers your business needs. Whether you choose strategic guidance, tactical expertise, or a combination approach, working with the right marketing professional can transform your business growth and help you become the trusted choice in your industry.
If you want an objective assessment for your stage and goals, book a 20-minute fit call. We'll map your needs to the right model (even if that's not me).