Leadership
Fractional CMO and commercial leadership for B2B
A fractional CMO gives you senior marketing and commercial leadership without the cost or commitment of a full-time hire. We place experienced interim CMOs, CROs, VPs of Sales and commercial directors into B2B businesses across the UK, Europe, North America and Australia that need direction and accountability faster than recruitment allows, typically two to three days a week.
When this is needed
Signs this might be the right time
Fractional leadership is usually needed when the business has outgrown its current commercial leadership but is not ready, or cannot afford to wait, for a permanent hire. Growth targets have moved ahead of the team’s experience. Marketing and sales are pulling in different directions with nobody senior enough to arbitrate. A board or investor wants a credible commercial plan and there is no one to write it.
It is also common after investment, when the pace expected of the commercial team steps up sharply and the existing leadership has never operated at that tempo before.
- The business needs senior commercial leadership but is not ready for a full-time hire
- A key commercial or marketing leader has left and there is a gap
- Growth has stalled and the commercial team needs stronger direction
- A PE investment requires faster commercial improvement than internal capability allows
- The business is going through a commercial transformation
- There is no clear commercial strategy connecting marketing, sales and customer success
What's included
What we deliver
We provide experienced commercial and marketing leaders who take real accountability rather than advising from the sidelines. Every fractional engagement is scoped around a specific commercial outcome, with a defined handover plan so the capability stays in the business when the engagement ends.
Fractional CMO
Senior marketing leadership covering go-to-market strategy, positioning, demand generation and team development. A fractional CMO typically works two to three days a week, owning the marketing plan and its commercial results rather than just reviewing it.
Fractional CRO
Senior commercial leadership across sales, marketing and customer success, accountable for the whole revenue system rather than one function. Suited to businesses where the problem sits between teams rather than inside one of them.
Marketing and GTM leadership
Focused leadership for market focus, proposition and go-to-market execution, bringing structure to how the business decides which markets to pursue and how it articulates value to them.
Fractional VP of Sales
Sales leadership focused on pipeline, conversion, team performance and forecasting discipline. Useful when the sales team has capability but lacks the management structure to make results repeatable.
Commercial directors
Operational commercial leadership that connects strategy to day-to-day execution, keeping cadence, accountability and reporting consistent across the commercial team.
Leadership assessment
Assessment of current commercial leadership capability, structure and gaps, giving boards and investors an objective view of whether the team can deliver the plan.
Team development
Coaching and development of existing commercial leaders so the business builds its own bench strength rather than depending indefinitely on external support.
Outcomes
What improves
- Stronger commercial direction and accountability
- Faster improvement in pipeline, conversion and revenue
- Clear commercial strategy the whole team can execute against
- Better connection between marketing, sales and customer success
- Internal leadership capability strengthened for the long term
Commercial proof
What changed in practice
PE-backedSales Process
- From founder-led sales to a repeatable commercial model
How a PE-backed cybersecurity business professionalised its sales operation, supported live strategic deals and created a more credible model for investor scrutiny.
Where we’ve helped raise the bar
FAQS
Common questions
How many days per week is fractional leadership?
Typically 2–3 days per week, though this flexes based on the needs of the business. Some engagements start more intensively and reduce over time.
How long do fractional engagements last?
Most engagements run for 6–12 months. Some are shorter, focused on a specific commercial challenge. Others extend as the scope grows.
Do your fractional leaders attend board meetings?
Yes. Our fractional CROs and commercial directors attend board meetings, present commercial performance and contribute to strategic planning.
Can this lead to a permanent hire?
In some cases, yes. But the primary goal is to improve commercial performance and build the conditions for the right long-term appointment.
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You might also need
Go-to-Market Strategy & Planning
Market analysis, positioning, ICP definition and commercial performance planning that connects effort to measurable outcomes.
Integrated Growth Programmes
End-to-end sales transformation and commercial programmes that integrate marketing, sales and customer success into a single, connected growth system.
Revenue Operations & Funnel Design
CRM architecture, pipeline design and reporting that gives leadership teams real visibility into commercial performance.
When leadership needs to move faster than recruitment allows.
A Commercial Performance Diagnostic gives you a clearer view of where senior commercial leadership will make the biggest difference.