Over the last five years, I’ve been brought into 26 different B2B companies—from startups to scale through to legacy businesses that need transformation. I’ve seen what works, what stalls growth, and where marketing becomes either a huge asset or a costly drain. If there’s one thing I’ve learned, it’s this: most growing B2B businesses don’t need a full-time CMO right away—they need the right strategic brain at the right time. That’s where a fractional CMO comes in. Senior firepower, without full-time overhead & with the wisdom and experience to cut through and make an impact
Hiring a permanent CMO in the UK will likely cost you £150–200k+ per year. Add bonuses, equity, and recruitment fees, and you're well into six-figure territory before they’ve even started. And if you get it wrong—which happens more than you’d think—it can take 6–12 months and a lot of money to undo the damage. Trust me, I've had to clean up the mess of a predecessor on more than one occasion.
A fractional CMO gives you access to that same senior-level thinking, but on a flexible basis. I typically work with companies a few days per week, focused on what matters: positioning, pipeline, and performance. No fluff, no bloat—just commercial clarity. And I offer value for money—especially if you need results.
Here’s the honest truth: I’ve walked into companies burning through tens of thousands each month on marketing activity that wasn’t tracked, measured, or even relevant. Not because anyone was careless, but because they were moving fast without senior oversight. It happens more often than people admit. Or they have got the basics wrong. For example, who buys from us, what is their pain, and how do we resolve it, and how do we win are not competently answered.
You don’t need a full marketing department overnight. You need someone who can come in, assess where the gaps are, create a clear marketing strategy, and make sure your spend is actually delivering results. I’ve helped teams cut unnecessary agency retainers, reallocate ad budgets, or refocus content that wasn’t moving the needle.
Internal teams are stretched, and often tactical. Too often, I see junior or mid-level marketers running the show. They’re brilliant executors, but they’re not equipped (yet) to think at board level, build a brand narrative, or align tightly with sales. That’s not their fault—they’ve just never been shown how. A big part of my role is to guide and mentor existing teams while introducing smarter, more scalable ways to generate leads, track performance, and go to market.
Being on the outside looking in gives me a unique advantage. I’m not stuck in the day-to-day noise. I can quickly spot what’s missing—whether that’s unclear positioning, a broken funnel, or mismatched messaging. And because I’m not on the payroll full-time, I can stay lean and responsive as your business evolves.
And if I'm being sincere...
I genuinely enjoy helping founders and teams make sense of their marketing. Not just delivering results, but giving them confidence—confidence in their message, their metrics, and their strategy. There’s nothing better than seeing a business click into gear and knowing I helped shape that.
In short, a fractional CMO gives you senior leadership without overspending. I bring experience, clarity, and commercial impact—without the full-time cost or long-term risk.
If that sounds like what your business needs, I’d love to have a conversation.
Comments