05 / Fractional Marketing Lead
A senior owner for marketing, without the full-time hire.
Fractional marketing leadership for B2B companies
Some companies need senior marketing leadership before they need a full-time Head of Marketing. A Fractional Marketing Lead owns commercial marketing one to three days a week, for the whole company or for a single region, works inside the team rather than alongside it, and makes sure the plan moves every month.
The end result
Commercial marketing, for the whole company or for one region, has a senior owner, and the plan moves every month whether or not you have hired permanently.
This is for you if
- There is no senior marketing owner, and there does not need to be a full-time one yet.
- Sales is carrying the commercial story on its own.
- A region or market is growing without marketing support on the ground.
- Campaigns happen, but nobody owns the plan behind them.
- You want to find out what the role should be before you hire for it.
What it covers
- Direction: the marketing plan, priorities and budget, tied to the sales targets.
- Demand: campaigns, ABM, field marketing and events.
- Alignment: one rhythm with sales, BDR and customer success.
- Measurement: the KPIs and the monthly review leadership actually reads.
- Team and partners: briefing and steering agencies, freelancers and internal people.
How it works
The first weeks go into the calls, the pipeline and the plans already in place, before anything changes.
What is working, what is costing money without return, and where the pipeline actually comes from.
A short list of priorities, agreed with leadership and sales.
One monthly commercial review, the same numbers for everyone.
The plan runs, every month, with owners and measures.
What you walk away with
Monthly Commercial Review
One meeting, one set of numbers, decisions with owners. Built so it keeps running without us.
KPI Framework & Reporting Pack
What gets measured, by whom, and the report leadership reads in five minutes.
Handover Pack
Everything a permanent hire or internal owner needs on day one.
Complete when
- 01 The Handover Pack is delivered and walked through with whoever takes the work on, internal or newly hired.
- 02 The monthly commercial review has been run twice by your team without us in the room.
- 03 Every open piece of work has a named internal owner. Nothing is left that only we know how to do.
Timeline
3 to 12 months, one to three days a week
What is needed from you
A senior sponsor, access to sales, pipeline and budget, and a seat in the commercial meetings.
Not included
A full-time presence. If the role needs five days a week, it needs a permanent hire, and we will say so.
How it usually starts
Leadership engagements are not sold cold. They follow a project, or a working relationship that already exists, so both sides know how the other works before it starts.
The most useful first conversation is thirty minutes about what is actually happening. No deck, no pitch.