Fractional CMO
Executive marketing leadership on a flexible basis
Our Fractional CMO service provides reliable and industry-proven marketing leadership on a contract basis
At Outside View, we provide businesses with senior‑level marketing leadership without the cost of a full‑time appointment. Our Fractional CMO service embeds an experienced marketing executive into your organisation - tailored to your growth stage and budget. With this model, you benefit from strategic marketing thinking, operational oversight and accountability - precisely when you need it.
Having worked across multiple industries, our Fractional  CMOs bring wide‑ranging experience and a fresh perspective. They define your brand’s positioning, set a growth roadmap aligned with your business objectives, and lead the execution of that plan - overseeing campaigns, budgets, teams and third‑party partners. Because marketing is no longer just a function but a strategic driver, you get leadership that sits at board‑level rather than remaining in the background.
We believe marketing should always align with revenue, margin and business value - not just impressions or activity. That’s why our approach ensures clear KPIs and transparent reporting. With dashboards, review meetings and clear accountability, our clients see quicker time‑to‑impact, more efficient marketing spend and stronger alignment between marketing and commercial teams. Flexibility is built in; we scale our involvement up or down based on your needs - so you pay only for the leadership you need, when you need it.
This service is ideal for high‑growth SMEs, companies preparing for new product launches or new markets, or organisations where marketing lacks strategic leadership or commercial alignment. If your marketing feels disconnected, under‑resourced or lacking direction, our Fractional CMO service can rapidly bring clarity, focus and momentum.
Benefits of a Fractional CMO
Phil Ashforth DipM - Principal Fractional CMO with over 30 years of C-Suite marketing leadership experience across multiple business sectors and industries
Why Outside View’s Fractional CMO service?
At Outside View, we specialise in delivering this high‑impact model with tailored scope, internal fit and measurable outcomes. Our service is designed for companies who recognise that marketing is a strategic driver, not just a cost centre, and who want their marketing to sit at the table with sales, operations, finance and the executive team.
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We embed a senior marketing leader into your business, working alongside your leadership team to define the marketing agenda, align it with commercial goals, guide the team or agencies and drive measurable growth. Because we’ve worked across sectors, business stages and geographies, our Fractional CMOs bring cross‑industry insight, pattern‑recognition and growth discipline.
What we bring to the table...
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Strategic marketing leadership: We define positioning, go‑to‑market strategy, and growth road‑map that aligns with your business objectives and key performance indicators.
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 Embedded role, not just advice: Unlike a disconnected consultant or agency that only executes, our fractional CMO integrates with your leadership team participating in board discussions, guiding teams, allocating budget, and owning results.
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Execution & oversight: We don’t just plan - we oversee campaigns, manage agency relationships, optimise your marketing stack, and ensure your strategy is executed, measured and improved.
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Scalable & cost‑effective: You access high‑level marketing leadership at a fraction of the cost of a full‑time CMO - only paying for the days or hours you need.
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Modern marketing with AI & data: We integrate AI‑enhanced content, analytical dashboards, and marketing automation to sharpen decision‑making, reduce waste and convert more leads into customers.
How our service works
​​1. Rapid marketing health‑check & alignment
We begin with a rapid audit of your current marketing situation - team structure, reporting mechanisms, brand position, digital and offline channels, systems and metrics. We assess your growth goals, business model and competitive landscape, and align marketing to your top‑line and margin ambitions.
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2. Strategic roadmap design
Building on the audit, we co‑create a strategic marketing roadmap that is anchored in your business objectives. This covers go‑to‑market strategy, brand positioning, customer segmentation, channel mix, growth levers, and how marketing will support retention, upsell and advocacy. A roadmap sets clear priorities, milestones and owner‑accountabilities.
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3. Embedded leadership & execution oversight
Our Fractional CMO takes on an embedded leadership role. They work with your internal team (and any external partners) to implement the roadmap: refining messaging, guiding campaigns, reviewing mar‑tech stack, setting KPIs, establishing dashboards and creating feedback loops. They don’t just advise – they lead and hold the function accountable.​
​​4. Commercial measurement & optimisation
A key differentiator of the model is commercial focus: we shift attention from vanity metrics to metrics that matter - customer acquisition cost (CAC), customer lifetime value (LTV), pipeline contribution, return on marketing investment. We deliver monthly or quarterly reviews, insights for decision‑making and recommendations for budget shift, channel reallocation or optimisation.
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5. Capability uplift & transition support
While the focus is immediate performance, we also future‑proof. Our CMO mentors your team, establishes repeatable processes, recommends tools and helps build internal capability so that when the time is right, you can transition to an internal CMO or scale with confidence.
Frequently Asked Questions
Do we need a full‑time CMO instead?
Not necessarily. If your growth stage, budget or business model doesn’t yet justify or require a full‑time hire, a Fractional CMO gives you the best of both worlds - senior leadership now, with flexibility.
How long does an engagement last?
Typically 6  - 12 months minimum to embed strategy and deliver measurable results. We’ll agree scope, days per week and deliverables at the outset.
How much does it cost?
Prices vary by scope and days per week. However, compared with the total cost of hiring a full‑time CMO (salary, benefits, equity, onboarding), the fractional model offers significant savings (often 50‑75% less).
How do we measure success?
Success is measured by marketing’s alignment to business KPIs: customer acquisition cost, lifetime value, pipeline sourced/influenced by marketing, marketing‑sourced revenue, conversion rates, cost per lead. Dashboards, monthly reviews and transparent reporting ensure accountability.
Client Experience You Can Trust
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'We found Outside View very commercial and able to manage our
requirements for a range of related services e.g. branding and
marketing communications, all with a clear quotation and at a value
for money fee. Our marketing needs can be variable and OV gives
you the flexibility to use their services as much or as little as you
may need. I would not hesitate to recommend them.'
Elaine Hurn, Managing Partner, Taylors Solicitors
Flexible and cost-effective Fractional CMO Services
1, Retainers
Retainers are based on developing a long-term partnership and are priced according to the level of involvement required. We can be flexible with your requirements and there is no tie-in or minimum term, although most clients see this as a longer term relationship, typically 3 months to much longer (several of our clients have been with us over 10 years).
2, One-off projects
You or your team may have requirements that are stand-alone. We will quote based on your specific needs as a single project, you can of course bolt-on any other projects as the need arises.
