Building the Right Marketing Team

Fractional marketing leads, and fractional leadership roles as a whole, are having a big moment and it’s unlikely to be a fad (see why LinkedIn and many others believe this). But when is a fractional marketing leader the right fit? Why not make a full time hire or an agency instead?

A consultant’s favorite phrase is the answer - it depends! Let’s journey together into the use cases for each scenario.

What is the right marketing mix?

Put your old marketing textbook away! We’re not talking about the textbook term “marketing mix!” In this case, we’re talking about having the right team members on the figurative marketing bus. 

While a marketer needs the right tools and technology, there is only so much that technology can do. Until AI comes for all of our jobs, we still need to be in the driver’s seat to understand how to best leverage technology and deploy budgets to the right channels to meet an organization’s goals.

Depending on current team expertise and budget, there are cases where it makes sense to make a full time hire or an agency instead of a fractional marketing lead.

Should an organization have a very specific need that an SEO expert (just as an example role) could solve for 40 hours a week, that would definitely be the hire that suits that need.

If an organization needs a full stack analytics team, robust media powerhouse team, and SEO support with a lean inhouse team, an agency is going to offer incredible benefits most likely at a blended rate that will bring the right expertise at a cost that makes sense.

But then there are those in between who don’t need a full team or the investment doesn’t make sense for an agency or full time hire. Fractional marketing leads can fill those gaps very effectively for many organizations seeking a mix in between.

Signs Fractional Marketing is a Fit

There are many circumstances where a fractional marketing lead is a great addition to the team, namely when the following are at play:

Budget Constraints:  Fractional marketing leads are often much more cost effective than an agency and depending on the level of marketing hire, it could be more cost effective than hiring an FTE.

Agility and Flexibility Ranks High:  The marketing game has changed over the years and hiring an expert in all areas is not an option for small and nimble teams. Fractional marketing leads provide agility and flexibility to help an organization best deploy its resources with flexibility in engagement duration and scope of work. Level of support can be adjusted based on their evolving needs without long-term marketing commitments. 

Focused Attention:  Often organizations turning to fractional have a specific need or goal that they need an individual to hone in on. Agencies have tenured experts working on up to 10-15 accounts at a time, which can cause marketing consultants to be stretched thin. Fractional leads are often more focused on a finite number of clients, which both lend itself to a broader frame of reference and allow focused attention.

Breadth of Industry Knowledge:  The craft of marketing requires one to be well versed in the evolving marketing and technology landscape and trends that could be scaled across clients. Fractional marketing leads often work on multiple clients bringing a unique perspective that organizations can grow from without the same learning curve. Agencies also bring this benefit and are often industry focused.

Quick Ramp Up:  While it can take many months to get approval for a hire or to go through the RFP process for an agency, a fractional marketing lead can hit the ground running while avoiding a lot of the onboarding rigor. 

Building the Right Team

Overall, fractional marketing offers a cost-effective and flexible way for businesses to scale. As with all things marketing, it’s never one size fits all. 

If fractional marketing might make sense for the flexibility and agility your organization needs to meet its goals, let’s connect! I started this journey to help organizations with unique fractional needs and I have a network of marketing and analytics experts who can very likely serve your needs.