Hire a Fractional CMO Who Owns the Pipeline.
A fractional chief marketing officer (CMO) is a senior marketing leader who takes the seat part time, runs the function, and owns the number. Tell me what is not converting. I will tell you whether the right operator is in the network.
No jobs board. No agency slide deck with nobody accountable. No fake promise of a match that is not there.
What it costs
$10,000 to $25,000 a month
Market context, not a quote. The executive sets the fee.
When to hire
Marketing is busy and the number is not moving. You need a leader who will diagnose the offer and the motion before you hire more headcount.
What done looks like
An answer within two business days: an introduction, or a clear no.
What is a fractional CMO
You need marketing leadership that owns the outcome, not another campaign vendor.
When you have a marketing leadership gap, you have three options. Only one of them leads.
Fractional executive vs interim vs consultant
Fractional executive
Runs the function part time, owns the number, and answers for the result. Treats the seat like it is theirs.
Interim
Full time but temporary. Holds the seat warm until you name a permanent leader.
Consultant
Hands you advice and a deck. Never owns the result, the team, or the number.
Companies search for a fractional CMO, fractional CMO services, or a fractional chief marketing officer when growth spend is up and pipeline is flat, or when the seat is empty and a full time CMO is still too much salary and equity.
The person you want has already run marketing at this stage. They set the offer, the message, and the motion. They lead the team or the agencies. They answer for pipeline, not for activity.
What a fractional CMO costs
Market context, not a quote. The executive sets the fee.
Retainers typically run $10,000 to $25,000 a month, depending on scope and how much of the week the seat needs. That is market context, not a quote from The ReTern. The executive sets the fee. You engage them directly.
A full time executive salary plus equity, benefits, and search fees is a different bet. Fractional is ongoing part time leadership when the number does not yet justify that bet, or when you need the seat now and a six-month search is too slow.
The number two you need
The right hand you cannot yet afford full time, in the seat when it matters most.
Growth exposes an empty executive seat fast. The number starts slipping, the team waits for decisions, and the founder carries another function they should not own. A full time executive may still be too much salary and equity. Leaving the seat empty is not free.
A fractional chief marketing officer (CMO) gives you the judgment now. They have run the function before. They make the calls, lead the team, and own the number. You get the executive capacity without making the full time bet before the business is ready.
In the age of AI
AI can do the work. It cannot own the outcome.
Automate the chores. You should, and hard. AI will draft the deck, summarize the call, and run the numbers. What it will never do is sit in your leadership meetings, carry the number as its own, and answer for the result when the quarter is on the line.
The robots do the chores. Your fractional CMO makes the calls, and owns them.
When to hire a fractional CMO
Three moments a fractional CMO fits best.
Spend without pipeline
Marketing is busy and the number is not moving. You need a leader who will diagnose the offer and the motion before you hire more headcount.
Between CMOs
The marketing lead left. You cannot let brand and demand drift for six months while you run a full time search.
Not ready for full time
You need senior marketing judgment. The profit and loss does not yet justify a full time CMO plus equity.
How this actually works
There is no bench. That is the point.
The ReTern does not keep a roster of people sitting idle waiting to be assigned. Any firm that tells you it does is describing a payroll it has to feed, and you will feel that in who they send you. Every executive in this network is independent. They run their own practice, they choose their own clients, and they are usually working when you call.
You engage the executive directly. The ReTern does not employ them, place them into permanent roles, or sit in the middle of the relationship.
- 1
You describe the gap
The function, the number, and what is not getting done. Not a job description. The problem.
- 2
Kirk takes it to the network
Your specific problem, to operators who have run that function before. Every request is reviewed personally.
- 3
You get a straight answer
An introduction within two business days if the right person is there and wants the work. A no if they are not.
Why this network
Vetted leaders who actually lead, matched to what you need.
Kirk Coburn pioneered the fractional executive movement over fifteen years ago. He introduced the Fractional CMO model and founded Chief Outsiders, the firm that placed more than 2,000 fractional executives. He built The ReTern, the operating system for running an independent fractional practice. Tell me the leadership gap. I will tell you whether the right fractional CMO is in the network. I will not send you a pile of names and call it a match.
Common questions
What companies ask before they hire a CMO.
What is a fractional CMO?
A fractional chief marketing officer is a senior, part time marketing leader who takes the seat, runs the function, and owns pipeline and brand outcomes, not just the advice.
How is a fractional CMO different from a consultant or an interim?
Consultants advise, contractors execute, fractional executives lead. A fractional chief marketing officer takes the seat part time and owns the outcome. An interim is full time but temporary. A consultant hands you a deck and never owns the number.
When should a company hire a fractional CMO?
When marketing spend is rising and pipeline is not, when you are between full time CMOs, or when you need executive marketing judgment before a full time salary plus equity is justified.
What does a fractional CMO cost?
Retainers typically run $10,000 to $25,000 a month per client, depending on the function, the scope, and how much of the week the seat needs. Actual rates are set by the executive, not by The ReTern.
Do you have somebody available right now?
Sometimes, and it depends entirely on the function and the fit. There is no bench here. Every executive in this network runs their own practice and chooses their own clients. If the right operator is there, Kirk makes the introduction. If not, he says so.
How does the matching actually work?
You describe the function, the number, and what is not getting done. Kirk takes that specific problem to the network. If the right operator is there and wants the work, he makes the introduction and steps back. Every request is reviewed personally. You get an answer within two business days.
Are these executives employees of The ReTern?
No. Every one of them is independent, running their own practice on their own terms. The ReTern does not employ them, place them into permanent roles, or sit in the middle of the client relationship. You engage the executive directly.
Can AI replace a fractional executive?
No. AI can draft, summarize, and run the numbers, but it cannot sit in your leadership meetings, own the number, or answer for the result when the quarter is on the line. A fractional executive takes accountability for the outcome, which is the one thing AI cannot do. Automate the chores, and hire a leader to make the calls and own them.
Tell me what is breaking.
A short intake, already set to this seat.
Are you the executive
Companies come to this page looking for you.
If you have run the function and you are running your own practice now, this page is where the other side of the conversation starts. Requests come in here, and they go out to the network.
That is one of the reasons people join The ReTern rather than a community or a contact database. Neither one of those can bring you a client.