MARC
THE SHORT ANSWER
A VP of Marketing is a full-time leader who runs the team and the day-to-day work. A fractional CMO is a part-time executive who sets the strategy, the budget and the plan. Hire a VP when you need someone in the building every day. Hire a fractional CMO when you need senior judgment first. Many growing companies do best with both.
This is one of the most common forks in the road for a growing company. Marketing has outgrown a coordinator and an agency. Now you need a real leader. But which kind?
What’s the difference between a fractional CMO and a VP of Marketing?
A VP of Marketing is usually a full-time employee who runs the marketing team. They manage people, campaigns, vendors and the calendar. Their job is to make the plan happen, every day.
A fractional CMO is a senior executive who works with you a few days a week. Their job is to decide what the plan should be, tie it to revenue, sit with your leadership team and coach the people who run it.
Think of it as the architect and the builder. Both matter. They’re not the same job.
| Fractional CMO | VP of Marketing | |
|---|---|---|
| Time | A few days a week | Full time |
| Focus | Strategy, budget and the plan | Running the team and the work |
| Seat | With the CEO and leadership team | Usually reports to the CEO or a CMO |
| Best at | Setting direction and fixing what’s broken | Execution and day-to-day management |
| Commitment | A flexible monthly retainer | Salary, benefits and a search |
When to hire a VP of Marketing
- Your strategy is clear and working, and you need someone to run it full time.
- Your team is big enough that it needs a manager every day.
- You have a CEO or founder who’s a strong marketer and can set direction.
When to hire a fractional CMO
- You’re not sure the strategy is right, or there isn’t one.
- You need senior help with positioning, pricing, a launch or a turnaround.
- You want an executive in leadership meetings, but you’re not ready for a full-time CMO.
- You’re about to hire a VP and want someone to define the role and help pick the right person.
Why many companies hire both
Here’s a setup I like for companies that are growing fast. A fractional CMO sets the strategy and sits with leadership. A VP or a strong director runs the team every day. The CMO coaches the VP, and the VP gets better fast. Over time, some VPs grow into the CMO seat. That’s a good outcome.
Hiring a leader is a risky move on its own. McKinsey found that two years in, 27% to 46% of executive transitions are seen as failures or disappointments, and 92% of outside hires take well over 90 days to reach full productivity (McKinsey, 2018). A fractional CMO lowers that risk by defining the role, helping you hire and onboarding the new VP with a real plan.
A quick way to decide
Ask yourself two questions.
- Do we know what marketing should do over the next 12 months?
- Do we have someone who can run it every day?
If the answer to the first is no, start with a fractional CMO. If the first is yes and the second is no, hire a VP. If both are no, do both: a fractional CMO first, then a VP the CMO helps you hire.
Resources are tight everywhere. Gartner found 54% of marketing leaders say they don’t have enough resources to deliver their plan (Gartner, 2026). Putting the right leader in the right seat is the fastest way to get more from what you have.
That’s the kind of team I’ve built before. At Lochinvar, I led the product and marketing teams that launched the FTXL boiler, and it took 42% of its category in 15 months. See more results.
Questions CEOs ask
Is a fractional CMO more senior than a VP of Marketing?
Usually, yes. A fractional CMO has typically held CMO or senior executive roles and works at the strategy level. A VP runs the team and the day-to-day plan.
Can a fractional CMO manage my VP of Marketing?
Yes. It’s one of the strongest setups for a growing company. The CMO sets direction and coaches. The VP runs the work.
Should I hire a VP or a full-time CMO?
If you need someone to own strategy and sit on the leadership team full time, look at a CMO. If the strategy is set and you need a strong operator, a VP fits.
Can a fractional CMO help me hire the VP?
Yes. I help define the role, build a scorecard, interview candidates and onboard the new hire with a written plan.
What if I can only afford one?
Start with the gap that’s costing you most. No clear plan means fractional first. A clear plan with no one to run it means a VP first.
The bottom line
A VP of Marketing runs the day to day. A fractional CMO sets the strategy and the plan a few days a week. Pick by what’s missing, and don’t rule out both. Book a call and I’ll help you sort out which seat to fill first.
Sources
- McKinsey & Company, Successfully transitioning to new leadership roles, 2018.
- Gartner, 2026 CMO Spend Survey, 2026.