Mat Gully • March 12, 2024

The rise of Fractional Marketing

Unveiling the Rise of Fractional Marketing: A Blueprint for Growth


In today's dynamic business landscape, achieving revenue growth stands as the pinnacle goal for most companies. However, data from McKinsey reveals a stark reality – only one in eight companies managed to achieve over 10% annual revenue growth between 2010 and 2019.


Traditionally, growth-minded companies have relied on marketing to propel revenue gains. Yet, in the contemporary era, structuring the marketing function to deliver a high return on investment presents a formidable challenge. This dilemma has spurred a wave of reevaluation among companies, prompting them to reassess outdated marketing structure models.


As the founder of a company offering outsourced marketing services, I've identified two primary reasons behind the struggle of traditional marketing departments in driving revenue growth. Here, I'll dissect these challenges and unveil how a fractional approach can serve as a catalyst for transforming marketing into a growth engine.

Navigating the Complexity of Growth Marketing


The landscape of marketing has evolved dramatically, making it increasingly arduous to attract and convert the right buyers into loyal customers. The linear cycle of buyer engagement has been replaced by a multifaceted digital journey, where buyers seek extensive information online before engaging with sales representatives. In fact, according to Gartner, buyers now spend only about 17% of their journey with sales teams.


In response to this intricate buying journey, businesses must tailor their marketing efforts meticulously, providing personalized solutions at every stage of the buyer's journey. However, structuring a growth marketing engine poses significant challenges, exacerbated by the specialization of modern marketing roles.


Embracing the Fractional Model for Growth


Historically, businesses resorted to in-house staffing, agency partnerships, or freelance collaborations to meet their marketing needs. However, the paradigm shift towards specialized marketing disciplines coupled with the scarcity of top talent in the labor market has rendered traditional approaches inefficient.


Enter the fractional model – a game-changing solution gaining traction across various fields. By leveraging fractional marketing directors and specialists, companies can access high-caliber expertise on a part-time basis, without the financial commitments of full-time hires. This model not only offers flexibility but also ensures access to the diverse skill sets required for modern marketing success.


Charting the Path Forward


With finite marketing resources stretched thin amidst the complexities of the modern marketing landscape, businesses are increasingly turning to the fractional model as a strategic alternative. By meticulously evaluating their marketing functions, companies can determine which disciplines are best suited for in-house staffing and which can be outsourced fractionally.


Ultimately, the decision to adopt a fractional marketing model hinges on various factors, including business goals, organizational culture, and marketing plans. Whether it's embarking on a thought leadership campaign or breaking down sales and marketing silos, the fractional model offers unparalleled flexibility and efficiency in driving growth.


In conclusion, by aligning the optimal marketing structure with a strategic marketing plan and leveraging the right supporting technologies, businesses can unlock their full growth potential in today's competitive landscape.


Kindred Marketing People: Skyscrapers in a finance district

A Fractional Marketing Guide

By Andrew Haines • July 24, 2022
Dive into our comprehensive guide and unlock the transformative potential of Fractional Marketing Directors. Discover expert insights and strategies for navigating the modern marketing landscape effectively
Unlocking Growth: 5 Compelling Reasons to Utilise Fractional Marketing Directors

5 Compelling Reasons to Utilise Fractional Marketing Directors in Your Organisation's Interim Period

By Andrew Haines • June 29, 2022
Unlocking Growth: 5 Compelling Reasons to Utilize Fractional Marketing Directors in Your Organisation's Interim Period In the fast-paced world of business, maintaining a robust marketing strategy is essential for sustained growth and success. However, what happens when your organisation finds itself without a dedicated Marketing Director, CMO, or Head of Marketing? This transitional period can be challenging, but fear not—enter Fractional or Part-Time Marketing Directors. These seasoned professionals offer a strategic bridge, ensuring continuity and progress in your marketing initiatives while you search for a permanent solution. Let's delve into the top five reasons why leveraging Fractional Marketing Directors during this interim period is a game-changer for your organisation. 1. Expertise on Demand: Fractional Marketing Directors bring a wealth of expertise and experience to the table, ready to plug into your organisation's needs at a moment's notice. Whether it's crafting comprehensive marketing strategies, overseeing campaign execution, or providing strategic guidance, these professionals offer a level of expertise that can elevate your marketing efforts during the transitional phase. 2. Cost-Effective Solution: Hiring a full-time Marketing Director or CMO can be a significant financial commitment for organisations, especially during periods of transition. Fractional Marketing Directors offer a cost-effective alternative, allowing you to access top-tier talent on a part-time basis. This flexibility enables you to allocate resources strategically while maintaining a high level of marketing expertise within your organisation. 3. Seamless Integration: Transition periods can disrupt the flow of operations within your organisation, particularly in critical areas such as marketing. Fractional Marketing Directors seamlessly integrate into your team, aligning with your organisation's goals, culture, and processes. Their ability to adapt quickly ensures minimal disruption, allowing your marketing initiatives to continue without skipping a beat. 4. Objective Perspective: Bringing in an external Fractional Marketing Director provides a fresh perspective on your organisation's marketing strategy and initiatives. Free from internal biases or preconceptions, these professionals offer an objective viewpoint, identifying opportunities for improvement and innovation. Their external vantage point can spark creativity and drive strategic evolution within your marketing efforts. 5. Flexibility and Agility: In today's rapidly evolving business landscape, agility is key to staying ahead of the curve. Fractional Marketing Directors offer the flexibility to scale their involvement based on your organisation's changing needs. Whether it's ramping up efforts during peak seasons or scaling back during quieter periods, these professionals adapt to meet your organisation's evolving requirements, ensuring optimal performance and efficiency. In conclusion, the decision to utilise Fractional or Part-Time Marketing Directors during your organisation's interim period is a strategic investment in continuity, expertise, and growth. By tapping into their wealth of experience, cost-effectiveness, seamless integration, objective perspective, and flexibility, you position your organisation for success, bridging the gap until a permanent marketing leadership solution is in place. So, why wait? Embrace the power of Fractional Marketing Directors and unlock the full potential of your marketing efforts today.