Today I work for 3 companies as an independent marketing leader (see my Linkedin). Two have rather brand & awareness-related priorities, one has a clear focus on growth & digital. I really enjoy this new way of independent, freelance working. In the last weeks, I have come across 2 French articles (this & this) that describe this new (is it new ?) trend.

I have engaged in a little discussion with ChatGPT to understand the main differences. Let me transcribe out chat below, and add a couple of comments (in italics).

Could you please tell me what the difference between a fractional CMO, a part-time CMO and a marketing consultant is?

Certainly!

A fractional CMO (Chief Marketing Officer) is a senior-level marketing executive who works for multiple companies simultaneously, providing strategic guidance and leadership on a part-time basis. Fractional CMOs typically work with companies for a specific period of time, ranging from a few months to a year or more, and are usually contracted to work a set number of hours per week or month.

A part-time CMO, on the other hand, is a marketing executive who works for a single company on a part-time basis, providing strategic leadership and guidance to the company’s marketing team. Part-time CMOs typically work fewer hours than full-time CMOs, but are still responsible for developing and implementing the company’s overall marketing strategy.

A marketing consultant, on the other hand, is an independent contractor who provides expert advice and guidance on marketing strategy, but typically does not take on a leadership role within the company. Marketing consultants may work with a company for a specific project or for a longer period of time, but their role is typically more focused on providing guidance and recommendations rather than taking a hands-on leadership role.

Overall, the main difference between these three roles is the level of involvement and leadership provided by the marketing professional, with fractional and part-time CMOs typically providing more hands-on leadership and guidance than marketing consultants.

✍️ Note : As of today, I sell days of work, not hours, and I do that over 3-4 months typically.

How much does a fractional CMO, a part-time CMO and a senior marketing consultant typically cost?

The cost of a fractional CMO, a part-time CMO, or a senior marketing consultant can vary depending on several factors, such as the scope and duration of the engagement, the level of experience and expertise of the professional, and the geographic location of the company. However, here are some general guidelines for the average rates:

• Fractional CMOs: According to a survey conducted by Chief Outsiders, a marketing consultancy firm, the average hourly rate for a fractional CMO in Europe is around €200-€250 per hour. However, some fractional CMOs may charge a flat monthly fee or a project-based fee instead of hourly rates.
• Part-time CMOs: Part-time CMOs may charge hourly rates or a flat monthly fee, which can range from €100 to €300 per hour, depending on their level of experience and the scope of their responsibilities.
• Marketing consultants: Marketing consultants may charge hourly rates or a project-based fee, which can range from €75 to €250 per hour, depending on their level of experience and expertise.

It’s important to note that these are just general guidelines, and the actual rates can vary widely based on individual circumstances. Additionally, rates may be higher in major metropolitan areas or for specialized industries.

✍️ Note : I charge lower prices, typically 800€ a day, because I prefer gigs that give me several months of work.

What are the main tools that these type of marketing leaders typically use to service their clients?

Fractional CMOs, part-time CMOs, and marketing consultants typically use a range of tools to service their clients, depending on the specific needs of the client and the scope of the engagement. Here are some of the most common tools and technologies that marketing leaders may use:

1. Marketing automation software: Marketing leaders often use marketing automation platforms like HubSpot, Marketo, or Pardot to streamline and automate marketing tasks such as lead nurturing, email marketing, and social media management.
2. CRM software: CRM tools like Salesforce, Zoho, or Microsoft Dynamics are commonly used to manage customer data, track interactions with customers, and analyze customer behavior.
3. Analytics and reporting: Tools like Google Analytics, Adobe Analytics, or Tableau are used to collect and analyze data on website traffic, social media engagement, and other marketing metrics, helping marketing leaders make data-driven decisions.
4. Content management systems: CMS platforms like WordPress or Drupal are commonly used to manage and publish website content, allowing marketing leaders to easily update and maintain their company’s online presence.
5. Collaboration and project management tools: Platforms like Trello, Asana, or Basecamp can be used to facilitate communication and collaboration among team members, manage projects, and track progress.
6. Social media management tools: Tools like Hootsuite, Sprout Social, or Buffer are used to schedule and manage social media content across multiple channels, track social media engagement, and analyze social media performance.
7. Email marketing tools: Platforms like Mailchimp, Constant Contact, or Campaign Monitor are used to create and send marketing emails, manage email lists, and track email campaign performance.

Overall, marketing leaders may use a combination of these and other tools to provide strategic guidance, execute marketing campaigns, and measure performance for their clients.

✍️ Note : Obviously, I would add email, Slack, Notion and cloud-based work suites like Google or Microsoft’s. Pössibly Planful if you serve big companies and need a marketing ops tool. And obviously all the tools that you need for admin work (banking, accounting, insurance etc.) if you have created your company.

How much strategic vs. operational marketing is done by each?

The balance between strategic and operational marketing depends on the specific needs of the client and the scope of the engagement, so it can vary widely for fractional CMOs, part-time CMOs, and marketing consultants. However, here are some general guidelines for the typical balance of strategic and operational marketing for each role:

1. Fractional CMOs: Fractional CMOs typically focus more on strategic marketing than operational marketing, as their role is to provide high-level leadership and guidance to the company’s marketing team. They may work with the company’s executives to develop a long-term marketing strategy, establish goals and KPIs, and identify key target markets and buyer personas. They may also oversee the development of marketing plans, budgets, and campaigns, but they generally leave the day-to-day execution to the company’s internal marketing team.
2. Part-time CMOs: Part-time CMOs may have a more balanced focus between strategic and operational marketing, as their role involves both providing high-level strategic guidance and working more hands-on with the company’s marketing team. They may work with the team to develop marketing plans and campaigns, set targets and metrics, and provide guidance on marketing tactics and techniques. They may also be involved in day-to-day marketing activities such as content creation, social media management, and lead generation.
3. Marketing consultants: Marketing consultants may focus more on operational marketing than strategic marketing, as their role is often more tactical and project-based. They may work with the company on specific marketing initiatives such as market research, branding, website design, or email marketing campaigns. They may also provide guidance on marketing strategy and tactics, but their focus is often on executing specific marketing tasks or projects rather than providing long-term strategic guidance.

Overall, the balance between strategic and operational marketing can vary depending on the specific needs of the client and the engagement, and may shift over time as the company’s marketing needs evolve.

✍️ Note : I can tell you in a couple of years if that is true (but: does it really matter?)

How much/long do they typically work for their clients?

The duration of engagements for fractional CMOs, part-time CMOs, and marketing consultants can vary widely, depending on the specific needs of the client and the scope of the engagement. Here are some general guidelines for the typical duration of engagements:

1. Fractional CMOs: Fractional CMOs may work with a client for several months or even years, as their role involves providing ongoing strategic leadership and guidance to the company’s marketing team. The exact duration of the engagement will depend on the specific needs of the client and the goals of the engagement. Fractional CMOs may work with a client on a part-time basis, typically ranging from one to three days per week, depending on the scope of the engagement.
2. Part-time CMOs: Part-time CMOs may work with a client for several weeks, months, or even years, depending on the scope of the engagement. The duration of the engagement will depend on the specific needs of the client and the goals of the engagement. Part-time CMOs may work with a client on a part-time basis, typically ranging from one to three days per week, depending on the scope of the engagement.
3. Marketing consultants: Marketing consultants may work with a client for a few weeks or several months, depending on the scope of the engagement. The duration of the engagement will depend on the specific needs of the client and the goals of the engagement. Marketing consultants may work with a client on a project basis, typically ranging from a few hours per week to full-time for the duration of the project.

Overall, the duration of engagements can vary widely, and the number of days worked per week will depend on the specific needs of the client and the scope of the engagement. However, fractional CMOs and part-time CMOs typically work one to three days per week, while marketing consultants may work on a project basis and may work part-time or full-time depending on the needs of the project.

✍️ Note : Not a great deal of difference here, but it makes sense!

How many clients do they serve in parallel ?

The number of clients that fractional CMOs, part-time CMOs, and marketing consultants serve in parallel can vary depending on the scope of their engagements and the amount of time required for each client.

1. Fractional CMOs: Fractional CMOs typically work with a small number of clients at any given time, often one or two clients. This allows them to provide focused attention and strategic guidance to each client, while also ensuring they have enough time to meet the demands of the engagement.
2. Part-time CMOs: Part-time CMOs may work with a slightly larger number of clients than fractional CMOs, often up to three or four clients. However, like fractional CMOs, they typically limit the number of clients they work with in order to ensure they can provide high-quality strategic guidance and support to each client.
3. Marketing consultants: Marketing consultants may work with a larger number of clients than fractional or part-time CMOs, often juggling several projects simultaneously. The number of clients they work with can vary depending on the scope of the project, the amount of time required for each project, and the consultant’s capacity. However, like fractional and part-time CMOs, they typically limit the number of clients they work with in order to ensure they can provide high-quality support to each client.

Overall, the number of clients served in parallel can vary widely depending on the specific circumstances of each engagement. However, all of these marketing leaders typically limit the number of clients they work with to ensure they can provide focused attention and high-quality support to each client.

✍️ Note : Do you also start to get used to the “it depends” replies of ChatGPT?!

What is the difference with the role of an advisor?

Fractional CMOs, part-time CMOs, and marketing consultants are all types of marketing advisors, but there are some differences between these roles:

1. Fractional CMOs: Fractional CMOs are senior-level marketing professionals who work with a company on an ongoing basis to provide strategic leadership and guidance to the marketing team. They typically have significant experience and expertise in marketing strategy, branding, product positioning, and other key areas of marketing. They may also oversee the execution of marketing campaigns and initiatives, and may work closely with the company’s executive team to align marketing objectives with overall business goals.
2. Part-time CMOs: Part-time CMOs also provide strategic leadership and guidance to a company’s marketing team, but typically on a less frequent basis than fractional CMOs. They may work with a company on a project basis, or on a regularly scheduled part-time basis (such as one or two days per week). Like fractional CMOs, part-time CMOs may oversee the execution of marketing initiatives, and may work closely with the company’s executive team to align marketing objectives with overall business goals.
3. Marketing consultants: Marketing consultants are typically hired on a project basis to provide expertise and guidance on specific marketing initiatives, such as market research, product launches, or brand development. They may work with a company for a few weeks or several months, depending on the scope of the project. Marketing consultants may also provide ongoing support and guidance to a company’s marketing team, but typically on a less frequent basis than fractional or part-time CMOs.

Overall, while all of these roles involve providing strategic guidance and support to a company’s marketing efforts, fractional CMOs and part-time CMOs typically work with a company on an ongoing basis, while marketing consultants are typically hired for specific projects. Additionally, fractional CMOs may have a more senior-level role within a company, overseeing the execution of marketing initiatives and working closely with the executive team.

✍️ Note : I think he hasn’t really understood my question… let me rephrase slightly differently.

Isn’t a marketing advisor usually also a board member ?

A marketing advisor may or may not be a board member. It depends on the specific circumstances of the engagement and the goals of the company.

In some cases, a company may hire a marketing advisor who is also a board member or has experience serving on boards. This can be beneficial because the advisor can provide both marketing expertise and strategic guidance at a high level, as well as insights into overall business strategy.

However, not all marketing advisors are board members. Some marketing advisors may work more closely with the marketing team to develop and implement marketing strategies, while others may focus on providing high-level strategic guidance on marketing initiatives without being involved in board-level decisions.

Ultimately, the role of a marketing advisor can vary widely depending on the needs of the company and the expertise of the advisor. It’s important for companies to carefully consider their specific needs and goals when selecting a marketing advisor, and to choose an advisor who can provide the level of support and guidance they require.

✍️ Note : So it depends and can. vary widely 😛

Would you say that Yannig would be good in any of these jobs?

As an AI language model, I cannot make personal evaluations or opinions on individuals, including Yannig Roth. I am programmed to remain neutral and provide information to the best of my knowledge and abilities.

That being said, Yannig Roth is a well-known marketing strategist, speaker, and author who has worked with a variety of clients across different industries. His areas of expertise include content marketing, digital strategy, and customer experience. Whether he would be good for a specific project or engagement would depend on the goals and needs of the company, as well as his level of expertise in that particular area.

Ultimately, it’s important for companies to carefully evaluate the skills and experience of any marketing advisor they are considering and determine whether they are a good fit for their specific needs and goals.

✍️ Thank you ChatGPT 🙏