In today’s highly competitive and noisy B2B SaaS marketplace, having the right marketing strategy and execution is critical for success. Many early-stage and growth-stage SaaS companies realize they need CMO-level strategic thinking and expertise to drive growth, but often cannot justify or afford a full-time CMO. This has led to the rise of fractional CMOs – marketing experts available on a part-time, flexible basis to deliver CMO services and transform B2B SaaS businesses.
A fractional Chief Marketing Officer is essentially the same as a full-time CMO, but works on a part-time, project, or retainer basis. They provide strategic marketing leadership, planning, and execution for companies that need CMO talent but don’t require or cannot afford the cost of a full-time resource. Typical fractional CMO engagements range from one day per week to 90 days out of the year, depending on the scope of marketing needs.
There are many compelling reasons why early-stage to growth phase SaaS companies should consider leveraging fractional CMO talent:
An engaged fractional CMO can drive transformative impact across all aspects of B2B SaaS marketing to accelerate growth and improve efficiency. Here are some of the key ways they drive transformations:
Strategic Positioning, Messaging and Content
Campaigns and Demand Generation
Sales Enablement
Paid Acquisition and Web Optimization
Market Research & Competitive Intelligence
Operational Execution
So how can you identify the best fractional CMO for your B2B SaaS organization? Below are the key attributes to look for:
Generally, an experienced fractional CMO will cost between $5K to $20K per month for a retainer model, or $2K+ per day for project-based engagements, depending on scope. Many will also work on performance-based pricing models aligned to pipeline or revenue contribution. Compared to a full-time CMO salary of $300K to $500K per year, the fractional model is extremely cost-efficient.
There are minimal risks beyond the monthly retainer fees paid, but be sure to secure an airtight SOW and MSA in advance to align on scope, pricing, confidentiality and IP ownership. Insist on clearly defined weekly hours and availability policies to prevent overages. Also, stagger payments such that final payment is held until milestones are hit at completion.
To maximize the impact of your fractional CMO, be sure to properly onboard them in first 30 days:
With the proper onboarding, you’ll shave months off the fractional CMO’s ramp up time.
The fractional CMO model is extremely well-suited for early to growth stage B2B SaaS organizations looking to scale efficiently. The keys are finding the right fit in terms of specialized expertise, cultural alignment and work styles. Invest the time upfront to source and vet a few qualified fractional CMO candidates and have them meet with key stakeholders before moving forward. Like any strategic hire, finding the right mutual fit will ensure a highly productive and collaborative engagement.
In today’s complex enterprise software landscape, fractional CMOs can provide invaluable expertise, leadership and transformational outcomes without the heavy costs. Leverage fractional talent to punch above your weight, accelerate growth and beat the competition. The fractional CMO revolution is here – tap into it early to maximize your SaaS success.
If your company needs a B2B SaaS fractional CMO, consider working with Peter Geisheker. Peter has been providing Fractional CMO services for over 20 years and has expertise in growth tactics and conversion optimization. View Peter’s SaaS fractional CMO case studies.