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How Does Your Marketing Team Really Feel About a Fractional CMO?
Short answer: Most marketing teams start out wary of a fractional CMO. Fear, uncertainty, and some skepticism are normal. With a smooth transition, that concern turns into relief and momentum. The biggest factor is leadership explaining why the fractional CMO is there and how the team benefits.
Bringing in an outside marketing leader changes the room. Here's how teams typically move from concern to excitement, and what makes the difference.
It starts with fear, uncertainty, and skepticism
That's normal. Someone new is looking at their work. But with a smooth transition, concern becomes excitement. Here's what teams begin to feel.
Relief and less stress
An effective fractional CMO helps the team prioritize and focus. No more being pulled in 100 directions.
Momentum
A fractional CMO can get stalled efforts unstuck and moving, often producing early wins. Momentum sparks hope and pride.
Trust and belonging
An advocate in the fractional CMO lets employees know someone has their back, and has the ear of the C-suite.
An opportunity to learn
A fractional CMO brings expertise built over years. Working alongside them sharpens the team's knowledge and effectiveness.
Greater job satisfaction
When people understand how their roles contribute to the company's vision, they feel more grounded and productive. They get better at anticipating problems and helping solve them.
Success starts at the top
The single biggest factor is leadership. When the CEO explains why the company is bringing in a fractional CMO, and how employees will benefit, everything changes. Skip that step and the team fills the silence with worst-case assumptions.
At a glance
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About the author: Andy Stevenson is a fractional CMO and ecommerce executive at Nailed It Digital. He has led marketing and digital for brands including Williams-Sonoma, Dell, Dollar Shave Club, The Vitamin Shoppe, and Ethan Allen, and works with DTC and PE-backed consumer brands. Connect on LinkedIn.
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