Why I Left Corporate & Pivoted to Fractional Marketing
In 2023 I hit a wall. After more than 20 years as a marketing executive, I knew something had to change. I had spent years driving growth for companies, building brands, and leading marketing teams but the reality was I felt unheard, unappreciated, and completely disillusioned. I knew it was time for a break. So I took one. I gave myself the gift of a 6 month professional sabbatical.
One of my priorities during this time was to get honest about what I truly wanted from my career. How I could use my extensive experience and talent in the B2B marketing space to drive value. I remember how much I loved my agency days in London, working in partnership with clients to help their companies reach new heights. Sharing in their excitement when they won that big order, penetrated a market they’d be trying to tap into or successfully launched that innovative new product. I wanted to get back there. After all, marketing isn’t just about brand awareness or creative campaigns—it’s the engine that drives revenue, customer engagement, and long-term business growth. So in May 2024 I took the exciting step into the world of entrepreneurship and established Norman Fractional Marketing.
Why Companies Are Choosing the Fractional CMO (fCMO) Model
Since then I have spoken to many business owners and executives that have shared the struggles they are having with rising costs, economic uncertainty, and the challenge of staying agile in an ever-changing market. Their budgets are being squeezed and they are expected to do more with less. They need expert marketing leadership, but the traditional full-time CMO model is no longer the best fit for them. They find themselves weighed down by high-cost marketing teams that struggle to deliver measurable impact. According to a recent Harvard Business Review article, the fractional model is gaining traction “as organizations look to reinvent themselves to spur growth, they often seek to acquire senior talent who can infuse new ideas, skills and leadership within the organization”. Companies are moving towards a new approach to their marketing goals for a number of reasons:
- The average CMO tenure has dropped to just over three years, with many struggling to prove ROI before leadership changes. (WSI Digital Marketing, 2025; Strategic Pete, 2025)
- Hiring a full-time CMO costs $200K+ per year, often leaving companies strapped for resources to implement strategies.
- Businesses today need flexibility, efficiency, and fast results, which traditional marketing models don’t always provide.
- In this climate, maintaining large, in-house marketing departments is becoming unsustainable. The future belongs to leaner, more agile marketing models that provide C-level expertise without the burden of full-time salaries and overhead costs.
Why I Chose the Fractional CMO Model
As I looked at the evolving needs of businesses, I saw an opportunity to bring my expertise to companies in a way that made more impact with less overhead. It also gives me the chance to work with a variety of clients and solve real problems for them. I was tired of spending so much time on internal initiatives that didn’t move the needle. Fractional marketing is the future—and for good reason.
✔ High-level strategy without high overhead – Companies get C-suite expertise at a fraction of the cost.
✔ Faster results & scalability – A fractional CMO brings an outside perspective, fresh ideas, and immediate execution.
✔ Adaptability in uncertain times – Whether a company is in growth mode or crisis mode, fractional marketing leadership allows for flexible engagement models.
Who Should Hire a Fractional CMO?
Many businesses don’t need a full-time CMO, but they do need an experienced strategist to drive demand, optimize marketing, and accelerate growth. If your company is:
- Struggling with demand generation and unclear on where to focus its marketing efforts
- Lacking a clear marketing strategy or leadership to guide the team
- Hesitant to invest in a full-time CMO due to budget constraints
- Experiencing stalled growth and needs expert insights without long-term commitments
- Private equity portfolio companies in need of fast growth
Then a fractional CMO is the perfect solution.
The Rise of Fractional Marketing Leadership
More companies are embracing fractional leadership across multiple disciplines—CMOs, CFOs, HR leaders, and beyond. This shift is allowing businesses to access top-tier expertise without overcommitting resources. As marketing continues to evolve, companies that adopt agile, expert-driven leadership models will have the competitive edge.
Ready to Elevate Your Marketing? Let’s Talk.
I help businesses drive demand, scale efficiently, and position themselves for sustainable growth—without the burden of a full-time executive salary. If you’re ready to explore how fractional marketing can work for your business, let’s connect.
Explore My Fractional CMO Services
FAQs
What does a Fractional CMO do?
A fractional CMO provides executive-level marketing leadership on a part-time or contract basis, helping businesses develop and execute strategic marketing plans without the cost of a full-time hire. They focus on demand generation, brand positioning, lead acquisition, revenue growth, and team leadership while aligning marketing with overall business objectives. Fractional CMOs are ideal for companies needing expert strategy, scalability, and measurable results without long-term commitments.
What industries benefit from fractional CMOs?
Industries that benefit most from a fractional CMO include B2B, SaaS, professional services (legal, financial, consulting), private equity-backed companies, healthcare, manufacturing, e-commerce, nonprofits, real estate, and cybersecurity. Businesses in these sectors need expert marketing leadership without the cost of a full-time CMO. A fractional CMO helps drive growth, lead generation, branding, and digital transformation while aligning marketing efforts with business goals.
Is a fractional CMO better than a full-time CMO?
A fractional CMO can be a better option than a full-time CMO for many businesses, especially those needing expert marketing leadership without the high cost and long-term commitment. Fractional CMOs provide flexibility, faster results, and a fresh perspective while helping companies scale efficiently. Unlike full-time CMOs, fractional CMOs offer strategic guidance, high-level execution, and scalability at a fraction of the price, making them ideal for businesses with limited resources or those in transition.
