Fractional CMO in London: a decision guide

Key takeaways

Fractional CMO and part-time CMO are the same model: a senior leader 1 to 3 days a week.
Typical triggers: a funding round, a gap between two CMOs, a market entry, a founder still running marketing.
€1,100 to €1,500 per day with iytro, which has no London office and works on site when needed.

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Why do London companies say "fractional" CMO?

"Fractional" is the word used in international, VC-backed, English-speaking business for a senior executive who works for a company a fraction of the week. In London it is the usual term. In France the same model is called Part-time CMO, and iytro created it there in 2019. For the practical side, with days, prices and logistics, read part-time CMO in London. This page is about the decision.

A fractional CMO is a member of your leadership team. They own strategy, budget, team and results. What changes compared with a full-time CMO is the number of days, and the fact that you can adjust it.

Which situations trigger the decision in London?

After a funding round. Investors expect a marketing plan and a credible owner for it. The company has money to spend and nobody senior to decide where.
Between two CMOs. A CMO leaves and the search for the next one will take time. An interim leader holds the seat, keeps the team moving and can help define the brief for the permanent hire.
Entering or leaving the UK market. A European company opening in London needs someone to adapt positioning and channels for British buyers. A London company moving into continental Europe needs the reverse. A company scaling back its UK presence still needs marketing run properly with a smaller setup.
A founder who still runs marketing. It worked in the early days. Now it takes time the founder does not have, and the team needs a manager with marketing experience.

How does a fractional CMO compare with a full-time CMO, an agency or a freelancer in London?

Full-time CMO. The right answer when the company needs a senior marketing executive five days a week and can wait for the hire. In London that means a search in a competitive market, a notice period, and a package with salary, bonus and often equity. A fractional CMO starts sooner, you pay only for the days you use, and there is no long-term commitment.

Agency. London has agencies for every channel, and good ones execute well. An agency works to a brief. Sitting in your leadership team, arbitrating between channels and managing your people are outside its role. A fractional CMO writes the brief and holds the agency to it.

Freelancer. A freelancer is usually a specialist in one discipline, hired for a defined output. A fractional CMO is accountable for the whole function. With iytro there is also a range of senior profiles behind the engagement: CMO, Head of Growth, Brand Director, Product Marketing, CRM, Content, Field and Partner Marketing, Marketing Ops.

These options combine well. A fractional CMO can direct a small in-house team and one or two agencies.

What does a fractional CMO cost, and how many days does it take?

An iytro leader is embedded in your team 1 to 3 days per week, or as an interim. The day rate is €1,100 to €1,500, stated in euros. Two days a week is about €10,000 to €12,000 per month. There is no long-term commitment and the volume is adjusted month by month. The full model is described on the part-time CMO page.

What do the first 90 days look like?

A typical plan runs in three stages:

Days 1 to 30: diagnosis. Interviews with the founder, sales and customers. Review of positioning, funnel data, budget, team and agencies. The output is a clear view of what works, what does not, and what to stop.
Days 31 to 60: plan and first decisions. Priorities for the next two quarters, a budget, targets the board can follow, and the first changes to team and suppliers.
Days 61 to 90: execution. The plan is running, the team has a weekly rhythm and reporting is in place. This is also the moment to review the number of days.

How does iytro work with London companies?

iytro has no office in London. Its offices are in Paris, Barcelona and New York, and its leaders work with London companies from there: on site when needed, for kickoffs, workshops and board meetings, and remotely otherwise. For companies that sell on both sides of the Channel, see fractional CMO in Europe.

iytro has worked with 400+ clients since 2019, 86% of clients recommend it, and it is B Corp certified. Two case studies show the model at work: Qovoltis and Veesion. If your need is a defined deliverable more than a leader, look at On Demand.

Is a fractional CMO in London the same as a part-time CMO?

Yes. Fractional is the term used in the UK and in international tech. Part-time CMO is the name iytro gave the same model in France in 2019.

Should a London start-up hire a fractional CMO or a full-time CMO after a funding round?

If you need five days a week and can wait for the search, hire full time. If you need a senior leader now, on 1 to 3 days a week and without long-term commitment, a fractional CMO fits.

Will an iytro fractional CMO be on site in London?

When needed, yes. iytro has no London office. Its leaders come from Paris, Barcelona or New York for key moments and work remotely the rest of the time.