Fractional CMOs give SMBs executive-level marketing leadership without the full-time cost. They bridge the gap between strategy and execution, align sales and marketing, and drive measurable growth. This article covers why more businesses are choosing this model, what it looks like in practice, and the real results they see.
Why is execution harder than strategy for SMBs?
Most SMB leaders have no shortage of ideas. The real challenge is turning those ideas into action. You can hire an agency to run ads or a consultant to write a plan, but when no one owns the whole picture, execution falls flat. That’s where a Fractional CMO steps in—aligning your brand, sales, and marketing strategies, and making sure they actually get done. Because a growth plan is only valuable if it moves off the slide deck and into the real world.
What makes Fractional CMOs a smart choice for SMBs?
Big-picture thinking without the big salary: Fractional CMOs bring executive-level strategy at a fraction of the cost of a full-time CMO.
Understanding the buyer’s journey: They focus on your clients—how they find you, what makes them say yes, and how to guide them through every touchpoint.
Bridging marketing and sales: Fractional CMOs align both teams so everyone is working toward the same revenue goals.
Focus and accountability: They don’t just build strategy—they make sure it’s executed, keeping teams and vendors on track.
Flexibility to scale: Need more hours or different expertise as you grow? Fractional CMOs adapt, bringing the right resources at the right time.
How do Fractional CMOs transform SMB growth in real life?
Here’s how a Fractional CMO can change the game for SMBs:
Brand-Led Strategy Start with the brand. It guides messaging, visuals, client profiles, and sales. Without it, you’re just throwing tactics at the wall.
Integrated Marketing Plans Get coordinated strategies across channels—email, social, digital ads, events, even snail mail if it fits.
Execution Support Unlike consultants who just hand you a binder, Fractional CMOs bring a team to execute: copywriters, designers, web developers, and more.
Measurement That Matters Track what counts: engagement, meetings, pipeline activity, close rates, deal size, and retention.
Why is the Fractional CMO model gaining traction now?
According to Forrester, 77% of SMB leaders say they need marketing leadership but can’t justify the cost of a full-time executive. As buyers expect more personalized, consistent experiences and competition heats up, the need for clear, accountable marketing leadership is only growing. Fractional CMOs offer clarity, alignment, and execution—without the overhead.
What wins do SMBs see with Fractional CMOs?
SMBs that work with Fractional CMOs often see:
More sales opportunities—consistent, qualified top-of-funnel activity that drives revenue growth.
Clarity replaces chaos—aligned efforts into one clear growth strategy.
Amplify what’s working—double down on wins and optimize the rest.
Scale smarter, not harder—extra capacity without burning out your team.
Marketing that performs—every effort tied to metrics that matter.
Fresh perspective—new audiences, channels, and partnerships.
Stay ahead of change—know which trends and tech to embrace.
Elevate your team—stronger internal talent with the right leadership.
What are some real-world examples of Fractional CMOs in action?
Let’s look at two client stories where Fractional CMOs turned strategy into action and unlocked growth:
Chef For Hire: Scaling Growth with a Modern Brand
The Challenge: Chef For Hire needed to boost brand recognition and digital presence to reach both B2B and B2C audiences.
What We Did: As their Fractional CMO, we delivered a brand and website refresh and a fully integrated marketing strategy—digital ads, social, print, email, conferences, and more.
The Results:
A modern brand and website that boosted credibility and made it easier for clients to engage
185%+ increase in daily new Home-Delivered Meal clients within 90 days of launch
6,000+ ad clicks in Q1 at just $0.14 CPC
Positioned the company for long-term success, enabling a successful sale
Friendzy: Re-Igniting Engagement and Driving Measurable Results
The Challenge: Friendzy’s email campaigns weren’t landing—low engagement, few conversions, and underperforming tech.
What We Did: As their Fractional CMO, we built a new email and messaging strategy, executed fresh campaigns, and segmented audiences for better alignment. We also developed a 2025 content plan and strengthened digital ad, conference, and partnership strategies.
The Results:
508% year-over-year increase in leads from email campaigns
41.3% decrease in unsubscribes
Stronger connections with their target audience, setting the stage for long-term growth
These stories show the impact of having someone who connects the dots between brand, strategy, and execution. That’s the Fractional CMO difference.
"Fractional CMOs help SMBs turn strategy into action, align teams, and deliver growth without the overhead of a full-time executive."
— RB Consulting
Frequently Asked Question
What is a Fractional CMO?
A Fractional CMO is a part-time chief marketing officer who provides executive-level marketing leadership and strategy without the cost of a full-time hire.
How does a Fractional CMO differ from a marketing consultant?
A Fractional CMO not only builds strategy but also oversees execution, aligns teams, and is accountable for results, while a consultant typically provides advice only.
What types of businesses benefit most from a Fractional CMO?
SMBs that need marketing leadership but can't justify a full-time executive, or those looking to scale without hiring a large in-house team, benefit most.
How flexible is the engagement with a Fractional CMO?
Fractional CMOs offer flexible arrangements—hours and resources can scale up or down based on your business needs.
Can a Fractional CMO help align sales and marketing?
Yes, aligning sales and marketing is a core part of a Fractional CMO's role, ensuring both teams work toward shared revenue goals.
What results can I expect from hiring a Fractional CMO?
You can expect more qualified leads, better marketing ROI, stronger team alignment, and a clear growth strategy tied to measurable outcomes.
How do I know if my business is ready for a Fractional CMO?
If you have growth goals but lack marketing leadership or struggle to execute your plans, it's a good time to consider a Fractional CMO.
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
