Maybe...it's time, to think smaller.
You've may have read about it in Forbes and Harvard Business Review, more and more leaders are ditching the idea that senior leadership has to mean full-time, high-cost, and all-in.
Enter Fractional Leadership—the smarter, lighter, more flexible way to bring experienced executives into your business, without the heavy baggage.
This three-part series is for anyone who's:
- Wearing too many hats
- Drowning in decisions
- Tired of marketing that “kind of happens” but doesn’t actually drive growth
We’ll show you why fractional leadership works, what a Fractional CMO actually does, and how to know when you’re ready.
No fluff. No jargon. Just clear thinking—and maybe a few laughs—on how to grow smarter, not heavier.
Why Fractional is the Future of Leadership
Part 1 of 3 in “The Rise of Fractional Leadership” series
Hiring a full-time Marketing Manager or Chief Marketing Officer (CMO) used to be a badge of growth. Today, it might be the wrong move entirely—especially for founder-led, legacy or scaling services businesses.
Enter the Fractional CMO: a senior marketing leader who embeds into your business part-time, owns strategy, leads execution, and reports directly to you or your leadership team. No bloated salaries. No risky full-time hires. Just what you need—nothing more, nothing less.
So, what’s behind the rise of fractional leadership?
Fractional Leadership Is Now a Global Movement
Fractional CFOs and CTOs have sitting at leadership tables for over a decade.
Startups have long brought in part-time CFOs to raise capital and guide financial strategy—without the burden of a full-time salary. In tech, fractional CTOs have helped build MVPs, oversee product teams, and de-risk early engineering decisions.
A study by the Harvard Business Review indicates a 23% rise in the number of businesses employing fractional leaders since 2010. This is not a mere fad. The trend is expected to rise by another 15% in the next five years, as predicted by Boston Consulting Group.
What was once a clever workaround has become a strategic choice across industries.
In April 2025, the Fractional Leadership Alliance released the first Global Definition of Fractional Leadership, formally recognising this shift across roles and functions. It marked a key moment of maturity for the model—one that now includes CMOs, COOs, CROs, and other senior leaders.
So, Let’s define it.
A Fractional Leader is:
A part-time, ongoing, senior human resource, who is embedded into a business. They are responsible for strategic leadership, team direction, and measurable outcomes.
They are not project-based consultants or advisors. They hold a formal leadership role, report to the CEO or Board, and are accountable for delivering business impact over time.
Unlike a consultant or an advisor, a Fractional CMO:
- Reports to the CEO, Founder, or Board
- Works alongside and in partnership with the Sales Function
- Leads marketing strategy and execution
- Is fully integrated in your ops, not external
- Manages teams or partners (internal or outsourced)
- Is accountable for real results—not just a slide deck
This isn’t project-based consulting. It’s leadership, delivered in the right-sized way.
The Business Case for a Fractional Executive - Key Benefits
1. Fast access to senior experience with immediate impact
2. Smarter use of budget - lower overheads with no full-time salaries or benefits
3. Strategic Focus, Seamless Integration and No Disruption
4. The Right Fit, Right Now
5. Built-in Scalability
6. Clear Perspective, No Politics
7. Lower Risk, Higher Confidence
Why Now?
The rise of fractional leadership is driven by a few clear trends:
- Cost-consciousness: Full-time execs are expensive. Fractional leadership lets you get senior capability at a fraction of the cost.
- Portfolio careers: More experienced leaders want variety, flexibility, and purpose. They're not chasing the 9-to-5 anymore.
- Remote-first world: Location doesn’t matter as much. Expertise does.
- Pressure to perform: Founders are expected to do more with less—and fast.
At Ask Marketing, we’ve seen this firsthand. Founders and Directors come to us overwhelmed, unsure what to do next, or stuck in the weeds. They’ve often tried freelancers or agencies but ended up with disconnected activity, little strategy, and no clear path to growth.
A Fractional CMO fixes that.
But I Don’t Have a Marketing Team—Does This Still Apply?
Absolutely. In fact, it’s the ideal time to bring in a Fractional CMO.
You don’t need a full-time hire, a big team, or a fancy tech stack. You need:
- Strategic clarity
- A plan that matches your growth goals
- Someone to lead the execution (even if that’s a few trusted freelancers)
This is where a Fractional CMO shines.
Who’s Already Doing This?
Fractional leadership isn’t just for large companies—it’s everywhere.
- Funded startups use fractional CFOs and CMOs to stretch their budgets
- Service businesses bring in fractional execs to avoid costly full-time roles
- Legacy businesses bring in a fractional CMO to digitise what has been a traditional business for many decades
- Even big companies like Dropbox, Meta, and GitLab use interim and fractional talent during transitions
And now, as we lead and formalise Fractional standards, it’s clear: this model isn’t a trend. It’s a shift in how modern companies access senior talent.
Is It Time to Think Smaller?
If your marketing efforts feel scattered... If you’re still running the show yourself... If you’ve spent money but can’t connect it to growth...
You don’t need to “wait” until you’re ready for a full-time CMO. You’re already ready for a better model.
Think 🧳 Fractional = Senior Without the Baggage
Let’s talk about how it could work for you.
You can read about our work and our impact within the companies who have partnered with us here.
With Ask Marketing you can hire a senior marketer, for a fraction of the cost of a full time resource.
Ask was founded by sisters Alexandra & Stephanie King in 2017.
Now with clients in Sydney, Melbourne & Brisbane, B2B and Services Companies come to us for Australia’s Leading Fractional CMOs.
We place an Ask Marketer in your business to lead your marketing in a part-time capacity, ensuring you get the expertise of a marketing leader while keeping costs efficient and flexible.
You’re Not Buying a Service. You’re Hiring a Leader.
Click here to ask us how it could work for you.
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