If your business’s marketing feels like it’s running in place (lots of motion, not much momentum) you’re not alone. Maybe your team posts on social, tries some paid ads, throws around the word “SEO,” but it all feels a bit scattered. That’s a familiar spot for many business owners.
You could hire a marketing agency. You could bring in a fractional CMO. You could even try to DIY it a little longer while quietly screaming into your coffee mug.
If you’re weighing the options between a fractional CMO and a marketing agency, you’re in the right place. I’ve been on all sides of this equation – as a co-founder who’s hired agencies, as an in-house CMO leading teams, and now as a fractional CMO who partners with growing businesses. And I’ve learned this:
The right choice depends on where you are, what you need, and how you like to work.
So let’s break it down.
What Is a Fractional CMO, and Why Does the Full Funnel Matter?
A fractional CMO is a part-time, high-level marketing leader. Think of it like hiring a seasoned executive without paying a full-time executive salary.
A fractional CMO isn’t just a fancy consultant, and we’re not here to just run ads or post on social. Think of it as bringing on a marketing executive but only for the hours you actually need. I take on a part-time Chief Marketing Officer role, working as a strategist, team leader, and someone who has seen big wins (plus a few hard lessons). The goal is to help you meet your marketing and growth targets. And ensure the plan works.
But here’s something many overlook. Some fractional CMOs focus only on the obvious stuff, like generating top-of-the-funnel traffic. Traffic’s great, but if your funnel leaks (sales handoff issues, customer dropoff after the first sale, no referrals) you’re losing ground. That’s why you want a full-funnel focus, a strategy that covers every stage, from the first ad impression to happy repeat customers and referrals. My approach, and what you should expect, is more than a surface fix.
What’s a Marketing Agency?
Agencies come in all flavors: creative, digital, branding, SEO, paid media, content… you name it.
They typically specialize in executing specific marketing activities. You pay for deliverables: a new website, a campaign, blog content, a lead gen program. Some agencies offer strategy. Some say they offer strategy (but let’s be real, it’s usually a discovery deck, then back to pushing tactics).
Agencies can be a great way to scale production. But they aren’t always built to lead your business forward.
So Which One Is Right for You?
Let’s compare.
| Fractional CMO | Marketing Agency | |
| Role | Strategic leader and integrator | Tactical executors |
| Focus | Big-picture growth and cross-channel alignment | Specific channels or campaigns |
| Involvement | Embedded in your business | External partner |
| Cost structure | Retainer or part-time engagement | Project-based or monthly retainer |
| Best for | Companies who need strategic direction and hands-on help | Companies who know what they need and just need help executing |
| Works well when | You have a team (or want to build one) and need leadership | You already have strategy and need capacity |
| Common pain point | Can’t do all the execution solo | Not connected to the full business or bigger picture |
Pros and Cons: Fractional CMO
Pros:
- Strategic leadership without a full-time salary
- Holistic view of your business and customer journey
- Aligns marketing with sales, product, and operations
- Can guide internal teams and manage external partners
- Brings experience from multiple industries and growth stages
- Helps prioritize what actually matters
Cons:
- Limited hours (part-time support).
- You may still need outside help for certain tactical projects, but these will be focused and well-managed.
Pros and Cons: Marketing Agency
Pros:
- Fast execution and production capacity
- Deep expertise in specific channels or tactics
- Scalable – easy to increase output when needed
- Clear deliverables and timelines
- Helpful when your team is stretched thin
Cons:
- Often disconnected from the bigger business picture
- Results can vary widely depending on agency quality
- You’ll still need someone internal to lead, prioritize, and make decisions
A Few Signs You Might Need a Fractional CMO
A full-funnel fractional CMO makes sense when:
- Your marketing feels scattered or stuck, and you’re not sure what’s working.
- You’ve hired agencies before but didn’t see the ROI.
- You’re getting leads but not turning them into customers.
- You need someone to own the marketing function without hiring a full-time exec.
- You’re ready to build a real growth engine, not just churn out campaigns.
A fractional CMO is especially valuable when marketing touches everything – sales, product, customer success, retention. You don’t need more activity. You need clarity, leadership, and cohesion across the funnel.
A Few Signs You Might Want a Marketing Agency
Agencies bring a group of specialists: copywriters, ad managers, designers, and more. If your plan is set, but you need people to execute it, an agency can step in. They can handle campaigns, manage your ads, create content, and do the things your team doesn’t have time or skills for.
You might choose an agency if:
- You’ve got a clear strategy and just need help executing it.
- You need a specific skill set like video production or technical SEO.
- You don’t have internal bandwidth and need extra hands.
- You’re running a campaign with a clear scope and end date.
- You don’t need a marketing leader, just someone to take a task off your plate.
Agencies are great for volume and specialization. But keep in mind that agencies take their lead from you. If you don’t steer the strategy, the work can feel disconnected or go in circles.
The Truth? Sometimes You Need Both.
Some of the best results I’ve seen come from combining the two:
- A fractional CMO to own the strategy, lead the team, and drive outcomes.
- An agency to execute under that leadership.
The difference is in how you structure the relationship. With a fractional CMO, you get someone who thinks like a business owner. Someone who knows how to manage agencies, translate business goals into marketing strategy, and hold everyone accountable to results.
I’ve been the one hiring and managing agencies, setting priorities, auditing results, and making sure what gets built actually moves the needle. When that happens, agencies become more productive, and your budget stretches further.
Which One Fits Your Needs?
Ask yourself:
- Do you need big-picture strategy plus hands-on help to move projects forward?
- Are you looking for someone with experience leading teams and meeting goals?
- Do you want to fix your marketing system from top to bottom, not just tweak a few campaigns?
If those sound like your challenges, a full-funnel fractional CMO could bring lasting value and direction. You’ll have someone in your corner, helping you prioritize, measure, and improve every stage.
If you already have strong leadership and strategy, and all you need is expert hands to execute your plan, partnering with a marketing agency makes sense. Just be sure someone owns the process and moves things forward.
Want Help Figuring It Out?
I’m not here to sell you on one way or another. I’m here to help you get clear on what your business actually needs to grow.
If you want a second set of eyes on your marketing, or just want to talk through where to go next, I’d love to chat!
