Most Consultants Aren’t the Answer
Let’s be honest. The word “consultant” has lost most of its meaning. Too often, it conjures someone who swoops in, audits what you already know, and hands you a slide deck full of recycled frameworks.
A proper Fractional CMO doesn’t do that. They don’t circle the perimeter of your business offering commentary. They embed. They lead. They take accountability.
If you’re looking for a grown-up in the marketing room, someone who can get your brand moving in the right direction without fluff, here’s what to look for.
1. They Own Outcomes, Not Just Opinions
The easiest way to spot a hands-off consultant? They never put their name next to a number.
A real Fractional CMO doesn’t just tell you what to do. They get in the trenches and do it with you. They make decisions. They live with the trade-offs. They bring commercial focus to the chaos.
You’ll hear “I’ll take responsibility for that,” not “you might want to consider.” That’s the difference. One guides from the sidelines. The other leads from within.
2. They Don’t Float Around the Edges
Being fractional doesn’t mean being absent. The best outsourced CMOs make their time count. They join the right meetings, speak with the right people, and get close to the numbers.
They aren’t waiting to be briefed. They’re shaping the brief. They’re not watching updates roll in—they’re steering them.
The team doesn’t treat them like a temporary contractor. They treat them like part of the senior leadership team. Because that’s exactly what they are.
3. They Cut Through Noise With Commercial Clarity
Most founder-led brands aren’t short on effort. They’re short on focus. Too many campaigns. Too many tools. Too little clarity.
A proper CMO doesn’t ask for more. They ask what’s working, what isn’t, and what the actual business needs. Then they cut the fluff.
They create a roadmap that’s strategic, not performative. One that ties back to margin, not just engagement. And they help the business act on it without a ten-week workshop.
4. They Build Teams, Not Dependencies
A consultant tends to protect their own expertise. A CMO develops yours. They coach your team, mentor the mid-levels, and give structure to the chaos.
They help your performance marketer understand contribution margin. They give your content team a real voice in brand-building. They spot the gaps and build the bench.
You’re not just buying a few extra brains. You’re strengthening your internal muscle for the long haul.
Fractional in Name. Full-Time in Impact.
The good ones don’t need to be in your business five days a week. Because when they are there, they lead with clarity, consistency, and commercial edge.
They align your teams. They make hard calls. They move the numbers. No fluff. No ego. Just results.
There have never been as many Fractional CMOs in London, due to the current conditions, it’s the perfect time to capitalise on accessing senior headcount at an affordable rate for smaller businesses and scale-ups.
