As a marketing agency owner or fractional CMO, choosing the right certification or training program is a key step to growing your business, sharpening your strategy skills, and standing out from the competition.

But with so many “courses,” “certifications,” and “accelerators” available, it’s easy to feel overwhelmed. Which one actually fits your goals—and what kind of investment makes sense? This guide breaks it all down clearly, with zero fluff.

The key is to find a marketing certification training program that aligns with your specific business goals. Whether you want a quick credential or a comprehensive system to transform your agency, this guide will help you make an informed choice.

TL;DR: What’s the Best Marketing Program for You?

To make it easier to scan, here’s a comparison table summarizing these program types, their formats, support levels, and typical price ranges:

(Note: These price ranges are broad averages. A “course” could be a $20 Udemy special or a $1,000 professional course; a big-name mastermind might run even above the ranges shown. Always check what’s included and the duration when comparing costs.)

As you can see, each type of marketing certification or program serves a different purpose. The best choice depends on the problem you’re trying to solve or the goal you’re aiming for. In the next section, we’ll map common goals to the program type that usually fits best. Find the scenario that sounds like you, and see which option might be your perfect match.

Why Consider a Marketing Certification or Leadership Program?

Running a marketing agency or consultancy is hard. You’re juggling client deliverables, trying to stand out from competitors, and aiming to create steady, predictable income. It’s no wonder many agency owners seek out marketing business training or certifications to gain an edge. Here are a few common reasons you might be exploring these programs:

• You want a proven system – Maybe you feel your agency’s processes are all over the place. A good training program—especially one rooted in a strategy-first can streamline your agency’s operations. These marketing training programs for agencies often include templates, tools, and systems you can use immediately.
• You want to scale and build recurring revenue – Project work and one-off engagements make it tough to forecast income. The right program can show you how to package retainer offers or ongoing strategy services, creating stable monthly revenue.
• You need to differentiate your agency – In a crowded market, having a certification or unique methodology can set you apart. It signals to clients that you follow a reputable, established approach (not just winging it).
• You’re looking for credibility and confidence – Perhaps you’ve primarily executed marketing campaigns and now you’re moving into a leadership role (as an agency CEO or fractional CMO). A marketing leadership certification can boost your confidence and authority to engage higher-value clients as a true strategic advisor.
• You don’t want to “go it alone” – Being a solo consultant or small agency owner can be isolating. Many programs offer community, coaching, or mentorship, so you can learn from peers and experts instead of figuring everything out by yourself.

Honest insight: You can succeed without any formal certification – plenty of agencies grow through trial and error. But a structured marketing consultant training program can dramatically shortcut your learning curve. Rather than spending years cobbling together processes, you could adopt a ready-made system in a matter of weeks. The result? Saved time, fewer mistakes, and potentially faster growth and ROI.

If any of those reasons resonate with you, it’s worth examining the different marketing agency certification and training options available. Not all programs are created equal – and the most expensive or prestigious option isn’t necessarily the best for your business. In the next sections, we’ll break down the main types of programs and what to expect from each.

Types of Marketing Certification Programs for Consultants & Agencies

Not all marketing training or growth programs are created equal. Some are as simple as a self-paced online course you can knock out in a weekend; others are high-ticket masterminds that require serious commitment (and cash). Here are some common program types you’ll come across, along with what they generally involve:

Tactical Skills Courses for Marketing Consultants:

These are short, focused programs on specific topics like SEO, Google Ads, or content marketing. Usually self-paced with video lessons, they’re great for quick skill upgrades.

Cost: often low (many are free or under a few hundred dollars). Check out Google’s Marketing Trainings  or LinkedIn Learning.

Entry-Level “Business Foundations” Programs:

Perfect for freelancers or those starting a solo consultancy. These programs teach business basics—pricing, packaging services, finding clients.

Cost: ranges widely from a few hundred to a few thousand dollars depending on depth (some may start around $500 and go up to a few thousand dollars for multi-week coaching).

Multi-Day Intensive Workshops:

These 2–5 day workshops are immersive and hands-on. You’ll leave with actionable insights and often join a follow-up community.

Cost: typically mid-range; many intensives run $5,000–$10,000 depending on the length and prestige of the facilitator (some local workshops might be on the lower end, while well-known strategy bootcamps can be several thousands).

License-Based Marketing Certification Programs:

Comprehensive programs that teach you a proven system or methodology for marketing (often a strategy-first approach) and license you to use it with your clients. These usually include extensive training (sometimes an initial intensive or cohort), libraries of tools and templates, and ongoing support like coaching calls or a private network of fellow certified professionals. It’s like getting a business-in-a-box for your consultancy: you learn the framework, get materials to implement it, and often earn an official certification. 

Cost: higher investment, reflecting the depth – commonly $5,000 to $15,000 for the program business.com (some are one-time fees, others have annual licensing fees or revenue share models). In return, you gain a repeatable framework to deliver services, plus continued resources and community.

Partner/Reseller Programs (Software Ecosystems):

 These programs affiliate you with a software or platform (for example, a CRM, marketing automation tool, or analytics software). They typically involve training on the platform and how to sell or service it, and you might get a “partner” or reseller status. The format often includes online training modules and a partner community; support comes from the vendor (account managers, sales resources, etc.). 

Cost: usually low or no direct fee to join – the trade-off is you’re expected to promote that company’s software. Often your cost is the purchase of the software itself (which you might resell to clients) or meeting a sales quota. In other words, the platform training might be free, but you’ll incur expenses in subscription fees or the time/effort to sell it. This path can create a nice recurring revenue stream (commissions or margin on software subscriptions) if you plan to build your services tightly around a particular tool.

Masterminds & Agency Accelerators:

 High-touch growth programs for established agencies or consultants. These are typically group coaching programs or mastermind groups aimed at scaling up your business (common goals: hitting $1M+ revenue, building your team, improving profitability, etc.). Format often includes regular coaching calls (with a mentor who’s been there, done that), peer mastermind sessions, and sometimes in-person retreats or events. Support level is very high – you get mentorship, accountability, and a network of other high-performing peers. 

Cost: significant – often five-figure annual investments. Many quality agency mastermind programs charge on the order of $10,000 to $50,000 per year (or more for top-tier circles). These are not for beginners; they’re for when you’re ready to pour fuel on the fire and can justify a sizable investment in exchange for potentially big leaps in growth.

How to Choose the Right Marketing Certification or Program Based on Your Goals

It’s time to get personal. Think about what you really want to achieve at this stage in your business or career. Are you looking to sharpen a specific skill set? Launch your own consultancy? Completely overhaul your agency’s business model? Different goals call for different solutions. Let’s explore a few typical scenarios and recommend the marketing certification or program type that tends to be the best fit for each, along with what to expect and key pros and cons.

Goal: “I want to get better at a specific skill.”

Scenario: You’re doing consulting or running an agency and want to sharpen one skill – like SEO, Google Ads, or copywriting – without overhauling your business.

Program: Tactical Skills Courses or Certifications

What to Expect: On-demand video lessons or short workshops that teach one topic step by step. Limited support – maybe forums or weekly Q&A.

Investment: Usually free to a few hundred dollars. Time commitment is light (a few hours to a few weeks).

Pros: Affordable, focused, and flexible. Great for filling knowledge gaps fast.

Cons: Narrow scope. Little business guidance or long-term support.

Takeaway: For a single skills upgrade, skip the big programs. A targeted course or certification gets the job done quickly and cheaply.

Goal: “I want to transition from corporate to starting my own consultancy.”

Scenario: You’re leaving a corporate marketing role and want to start your own consultancy or solo agency. You have the marketing skills, but not the business-building know-how.

Program: Entry-Level Foundation Programs

What to Expect: These 4–12 week programs teach basics like packaging services, setting pricing, and finding clients. Includes video lessons, group coaching, templates, and community support.

Investment: ~$500–$3,000 depending on format and coaching.

Pros: Saves time and helps avoid early mistakes. Built-in support and templates fast-track setup.

Cons: Covers broad basics, not deep dives. Quality varies.

Takeaway: If you’re going out on your own, start with a program that teaches business fundamentals – not just marketing.

Goal: “I want to move from project-based work to strategy-led retainers.”

Scenario: You’re doing one-off projects and want to offer long-term strategic services instead.

Program: License-Based Certification Programs

What to Expect: Intensive training in a strategy framework, plus tools and templates for client delivery. Ongoing support through coaching calls and a private network.

Investment: ~$5,000–$15,000, plus possible licensing or renewal fees.

Pros: Provides a proven system and confidence to sell strategy retainers. Includes ongoing support and tools.

Cons: High upfront cost. Requires full commitment to the framework.

Takeaway: To move into strategy-first retainers, invest in a framework that gives you structure, tools, and support to reposition your services.

Related Articles: 

• Why its essential to put strategy before tactics

• How to Build Your One-Page Marketing Strategy with the Marketing Snapshot

Goal: “I want to scale my agency past $1M in revenue.”

Scenario: You’ve built a stable agency and want help breaking through growth ceilings like hiring, positioning, or systems.

Program: Agency Masterminds or Accelerators

What to Expect: Includes coaching, mastermind calls, strategic playbooks, and live events. Emphasis is on scaling operations, team, and leadership – not tactics.

Investment: ~$10,000–$50,000/year. May require travel and 12-month commitment.

Pros: Offers mentorship and peer accountability. Helps fast-track decisions and avoid trial-and-error.

Cons: Requires time, money, and focus to implement. Fit depends on group quality and stage alignment.

Takeaway: For established agencies ready to scale, a mastermind or accelerator provides the strategic support and peer insight needed to grow faster and smarter.

Related Articles: 

• Marketing Leadership as a Service (MLaaS)

Goal: “I want to become a fractional CMO with a few high-ticket clients.”

Scenario: You want to serve a small number of clients in a part-time, high-level strategic role – without managing a big team.

Program: Fractional CMO Coaching or Strategy Certification

What to Expect: Focus on packaging your offer, pricing retainer engagements, and leading strategy. Delivered via coaching, peer groups, or system-based certifications.

Investment: ~$5,000–$15,000 for certifications; ~$800–$1,000/month for coaching programs.

Pros: Helps position and sell premium strategic services. Often includes support, templates, and community.

Cons: Not easily scalable beyond your time. May require personal brand building and network leverage.

Takeaway: If your goal is fewer, higher-paying clients and deep strategic work, a focused program will help you build and sell a compelling fractional CMO offer.

Related Articles: 

• Complete Guide to Transitioning Your Marketing Consultancy or Practice to a Fractional CMO Agency

• Understand the role of a Fractional CMO

• How to Become a Fractional CMO

• VIDEO: Are You Ready to Be a Fractional CMO?

Making Your Decision: Which Marketing Certification or Training Program Is Right for You?

When choosing a marketing certification or program, start by identifying your current challenge and desired outcome. Then, match that with the training type that addresses your specific needs.

• If you have a single skills gap, take a course or get a specific certification (no need to over-invest).
• If you’re just starting out on your own, build your business fundamentals with an entry-level program or community – getting those basics right will pay off for years.
• If you need to level up your service offering, especially to incorporate strategy and get recurring revenue, a certification or licensing program that provides a proven system can be a game-changer.
• If you’re already established and aiming higher, a mastermind/accelerator can provide the mentorship and peer group to break through growth plateaus.
• And for those pursuing a fractional CMO model, ensure you have a strategic framework and support system in place – whether through a certification or a peer coaching group – to help you successfully navigate that niche.

No program is a magic bullet. Your results depend on what you put in. But the right education can dramatically cut your learning curve and open new doors.

Choose the Right Marketing Certification for Long-Term Growth

The landscape of marketing certifications and training programs for consultants, agency owners, and fractional CMOs is more diverse and more valuable than ever. Whether you're looking to master a tactical skill, adopt a proven client delivery system, or join a high-level agency mastermind, there’s a training option designed to meet your goals.

As you evaluate your next step, start with clarity: What problem are you trying to solve? The best ROI doesn’t come from the most expensive program, it comes from choosing the right one based on your business stage, growth targets, and service model. From lightweight online marketing courses to full-scale strategy certifications, every program type serves a purpose

Lastly, be strategic with your education investments, just as you are with your business. When in doubt, lean towards programs that emphasize strategy, systems, and support/network – those elements tend to deliver enduring value. (That might be a tiny hint from our perspective, as we strongly believe in strategy-first growth and comprehensive support, given our own experience in this space.)

We hope this breakdown has helped clarify the options and trade-offs. By understanding what’s out there and assessing where you want to go, you’re well on your way to making a smart decision. Here’s to your growth – whether that means mastering a new skill, signing better clients, or hitting that next revenue milestone, the right program is out there waiting to help you make it happen. Good luck, and happy learning!

Discover How Fractional CMOs Are Transforming Marketing Strategies for Businesses and Why It's Time to Jump on Board

The idea of the fractional CMO has been gaining traction recently, and it's easy to see why. A fractional CMO is an experienced marketing executive who offers expertise to multiple clients on a part-time basis. Instead of hiring a full-time CMO, you get the strategic guidance and management of a seasoned marketing pro at a fraction of the cost. 

While the concept of the fractional CMO might seem like a relatively new idea, it's actually a service I've been offering for quite some time. It's just that now, this approach is being thought of and packaged differently to better cater to the evolving needs of businesses.

Many CEOs or business owners say they just want customers from their marketing relationships, but I think a lot of them are starting to realize that there's a bit more to the equation. You know, little things like clarity around messaging or identifying an ideal customer, the confidence to know which marketing idea to pursue, some level of control over what's working and what's not, and then, of course, some actual customers.

The CMO vs. The Fractional CMO

This shift in mindset has made the positioning of the fractional CMO increasingly important. In a traditional business, a CMO would handle strategic planning, brand management, marketing campaigns, data analysis, and budget management. They'd also manage the team responsible for implementing these strategies. Yet most traditional marketing agencies often focus solely on marketing campaigns, leaving many of the crucial CMO duties untouched. 

This is where the hybrid approach or a fractional CMOs plus implementation team comes in, offering a more flexible, cost-effective solution that combines the strategic guidance of a CMO with the hands-on expertise of an implementation team. Ultimately providing businesses with the marketing strategy and support they need without the hefty price tag of a full-time CMO.

The Financial Advantages of Fractional CMOs

Fractional CMOs make sense financially as well, especially for small business owners. In contrast to hiring a full-time CMO and a team to implement marketing strategies, the fractional CMO model allows businesses to bring in experts on demand. 

According to salary.com, the average CMO salary ranges from $208,000 to $375,000, which does not include implementation costs. In contrast, the fractional CMO model costs around $60,000 a year, and implementation costs can be managed according to demand. This approach allows businesses to control their implementation costs and only pay for the expertise they need. 

For providers such as agencies and consultants, the average retainer for a fractional CMO is around $5,000 a month. While some may charge more, this provides a general idea of the cost of hiring a fractional CMO. Ultimately, the financial benefits of the fractional CMO model make it an attractive option for many businesses looking to streamline their marketing efforts and an attractive income source for agency owners who want to sell strategy.

The Scaling Challenge

The role of a fractional CMO can be quite lucrative, requiring only a small number of clients to earn a salary comparable to that of a full-time CMO. However, the challenge lies in scaling the business. 

Typically, fractional CMOs sell their time, dividing it among their clients' needs, such as attending meetings and strategic planning sessions. Unfortunately, this model lacks scalability. As they sell more and more blocks of time, they quickly reach their limit and become drained. While fractional CMOs may make a decent living, the lack of scalability can be a significant drawback. Our unique approach allows fractional CMOs who use our system to adjust for the issue of scalability, giving them more freedom and time to actually run their business and long-term viability.

Our Fractional CMO System: The Solution

By offering a clearly defined scope of work, our model allows for better scalability and more sustainable growth. We also start every new client engagement with our Strategy First service offering. On average, agencies that license our system charge a monthly retainer of about $5,000. They typically have 15-18 clients at any given time, and these clients have an average retention of about 19 months. 

The fractional CMO model is a game-changer for both businesses and marketing agencies. If you're interested in learning more about how our repeatable, scalable system can help your business or marketing agency thrive, it's time to start a conversation with us. Let's discuss how embracing the fractional CMO trend can transform your marketing strategy and drive success for your company.

Find out more about Duct Tape Marketing and the people who work here.

If you liked this post, check out our Ultimate Guide to Scaling a Fractional CMO Business.

Running a successful marketing agency is no easy task. It requires careful management of resources, strategic planning, and keeping up with the latest trends and technologies. But, in order to stand out from the competition and make your mark, you need to have a winning marketing system in place.

What is a marketing system?

A marketing system is a series of steps and processes that are used to create, deliver, and measure the success of your marketing efforts. This can include everything from identifying a core message and designing effective campaigns to developing your ideal client persona and reports to track your metrics. By having a well-defined system in place, you can ensure that all aspects of your marketing process work together to drive your business forward.

The problem with most marketing agencies today is they are selling the tactic of the week and not a repeatable system.

In the fast-paced world of marketing, it’s easy to get caught up in the latest trends or tactics. But, this can often lead to short-term tactic-crazed thinking and a lack of long-term strategy. That’s why it’s so important to have a repeatable system in place. A system that is not built on following the latest growth hack or tactic but instead designed for the long haul, reliable, teachable, and can be easily replicated by anyone on your team.

Remember why you went into business in the first place? 

My guess is it was probably for one of the 3 i’s; income, independence, and impact.

When you first started your marketing agency, you probably had a vision of what success would look like. You wanted to make an income, have the freedom to make your own decisions, and have an impact on your clients and the industry as a whole. A winning marketing system can help you achieve these goals and more.

Here are the 4 steps to building a marketing system for your agency's success.

1. Promise to solve a problem
2. Build a repeatable process
3. Charge what you are worth
4. Build a reliable and professional network of partners

Step 1: Promise to solve a problem

The first step to creating a successful marketing system is to identify the problem that you solve for your clients. It’s important to find a problem that is not only relevant to your target market but one that you can solve in an effective and efficient manner. Once you have identified the problem, you can then develop a strategy to solve it. 

Or even better, you already know the problem you solve. If you know this, you need to focus on promoting it in your messaging. Don’t promote your own brand or strategy. Instead, focus on promoting how you solve are solving your customers' unique problems in your unique way. 

Potential clients will also gravitate towards you over your competitors because you see what problem they are trying to solve. They will see that you get their problem, you get their business, and you get them.

Step 2: Build a repeatable process

Once you have identified the problem and come up with a strategy to solve it, the next step is to create a repeatable process that you can use to implement and measure your strategy. This process should be tailored to your specific target market and should be easy to understand and execute.

Step 3: Charge what you are worth

It’s no secret that the marketing industry is highly competitive. But, in order to succeed, you need to make sure that you are charging what you are worth. This means pricing your services according to market rates and ensuring that you are delivering value for your clients. 

If you decided to double what you charge for your services right now, what would that do for your business? The reality is you would probably make more money, have easier clients, and have more time for fewer customers. Yes, you might lose a few customers, but the real impact of raising your prices will likely be net positive for your business.

Most of the time, marketing agencies are undercharging for their services because they fear missing out on the business. The truth is with a repeatable, problem-solving approach; you will be able to charge whatever you want.

By charging what you are worth, you can ensure that your business is profitable and that you are creating a sustainable system for the long term.

Step 4: Build a reliable and professional network of partners

No marketing system is complete without a reliable and professional network of partners. This could include a variety of different types of partners, such as vendors, freelancers, and other agencies.

Having a great team that you can count on to deliver quality results quickly reinforces why you are charging that premium. By being able to delegate tasks to great people you trust, not only are you making more money, but you are creating more independence for yourself.

What to look for in a Marketing System

When you are creating a marketing system, there are a few key elements that you should look for. These include:

• Clear objectives: Your system should have a clear set of objectives that you are trying to achieve. This will help you stay focused and ensure that all of your efforts are making progress toward your goals.
• Scalability: Your system should be able to scale as your business grows. This means having the ability to adjust to different partners, changing market conditions and customer needs.
• Measurement: You should have a way to measure the success of your system accurately. This could include tracking metrics like customer engagement and conversion rates.

Examples of Successful Marketing Systems

There are many examples of successful marketing systems that have been used by businesses to achieve their goals. A few examples include:

• Michael Quinn Agency: Growing a Profitable Marketing Agency by Licensing the Duct Tape Marketing System
•  Mark Fortune on how small business marketing systems can be simple and successful
• The Duct Tape Marketing System; scaling your agency without adding overhead

If you're looking for a proven marketing system to help grow your agency, then consider licensing our system. We have a track record of success, and our system can help your agency reach its goals and make an impact on the industry. Contact us today to learn more about how our system can help your agency succeed.

Creating a winning marketing system for your agency doesn’t have to be a daunting task. By following the four essential steps outlined above and keeping the key elements and successful examples in mind, you can ensure that your system is designed for success. 

With the right marketing system in place, your agency will be well-positioned to achieve its goals and make an impact on the industry.

Don't go at it alone, let Duct Tape Marketing help you build your proven system today. Learn how.

Want to grow your business and position your brand for success? One of the greatest ways to do so is hiring a CMO or Chief Marketing Officer, an experienced, result-driven executive responsible for all your marketing efforts. 

But with an average annual salary of over $330,000 many small to mid-sized businesses can’t easily afford a CMO. Facing tight budgets and strained resources, these companies must embrace the idea of the fractional CMO and outsource their marketing efforts if they want to grow. 

That’s what I want to discuss today. What is a fractional CMO and the services they provide for small to medium-sized businesses. 

What is a Fractional CMO

Let’s start by explaining something a bit simpler; What is a CMO?

CMO stands for chief marketing officer, and it’s the job of the person who defines strategic direction and marketing implementation in a business. The concept of a Chief Marketing Officer comes from large enterprises, but it is a role that has grown exponentially in the last couple of years.

A fractional CMO is basically a part-time version of this position. Just like fractional accountants, fractional Chief Financial Officers, or fractional Chief Technology Officers, a fractional Chief Marketing Officer is an executive that leads the marketing strategy and execution of a company on a part-time basis. In our eBook, The Fractional CMO Agency Model, you can learn more about how this works.

What is the difference between a marketing agency, a marketing coach, a consultant, and a Fractional CMO?

The number of options businesses have to get marketing help can be overwhelming. But if we focus on strategy and implementation, the choices you’ll come across are hiring a marketing agency, a marketing coach, a marketing consultant, or a fractional CMO. 

Marketing Agency

A marketing agency is a company that serves various clients in one or more areas of marketing. Agencies sometimes get involved in strategy, but they often focus on the implementation side of the business. They are useful for companies that have a strategy already in place and need some extra help with execution.

Marketing Coach

A marketing coach normally assists business owners or marketing teams with training material, acting as an accountability partner and recommending strategic actions, but is not involved in the implementation at all.

Marketing Consultant

Marketing Consultants are experts in a specific field who help companies by giving advice and developing their marketing strategies. However, they outsource implementation to freelancers or an external marketing team. 

Fractional CMOs are particularly relevant today because they have the strategic approach of a consultant, can execute as an agency, and act as a marketing coach for your team, while being accountable for delivering measurable results for your business.

Fractional CMO Responsibilities

A typical Fractional CMO has a mix of responsibilities, all designed to meet the needs of the companies they serve.

These can include:

Defining Goals and developing a marketing strategy 

A fractional CMO should be able to develop and communicate clear goals for the marketing team. And align those goals throughout the organization.

Fractional CMOs are also responsible for developing a brand's marketing strategy (budget, vision, team makeup, customer journey, systems, and tactics). They must narrow the marketing focus to crucial marketing channels and formulate a winning and repeatable plan for the business. 

Effective fractional CMOs can direct the strategy from a marketing standpoint. For example, they could help define the ideal clients, propose the best markets to target, and choose the most appropriate marketing channels that lead to more business.

This is the most important part of the role because it helps the company stand out from its competition in the minds of their ideal customer.

To develop a winning marketing strategy the fractional CMO should start with these four concepts;

1. Identifying the brand's ideal client
2. Finding the problem the brand is trying to solve and promise to solve it
3. Make content the voice of strategy and establish the brand as an authority online
4. Create a complete buyer journey

Managing the marketing department

Fractional CMOs may have their own team to implement the strategy or be responsible for managing an internal department. Hiring, managing, and sometimes promoting employees are commonly known responsibilities of a fractional CMO.

The job of a fractional  CMO is one of the most challenging. The average CMO lasts just 40 months, so they have to be prepared to make an impact fast. 

That’s why most fractional CMOs have their own implementation team, and based on our experience training successful marketing managers and consultants, having a network of professionals that can help you execute your plan is essential to achieving  consistent growth as an agency.

The Duct Tape Marketing Agency Workshop certifies fractional CMOs to license the complete Duct Tape Marketing System for their agency. Completion of the workshop includes an invitation to a community of like-minded business professionals who come together for strategic partnerships, continued training and events.

Establishing Marketing Metrics and KPIs

A fractional CMO is responsible for establishing clear marketing goals, metrics, milestones, and key performance indicators (KPIs). These are used to measure progress and determine if the marketing team is meeting the goals of their campaigns. 

Some of the commonly known metrics for a marketing department are the number of qualified leads in a given period, sign-ups or appointments generated, lead conversion rates, lead-to-customer conversion, cost per lead, monthly recurring revenue, and others.

Metrics can help fractional CMOs understand the challenges, and therefore deliver consistent and long-term results.

Act as a consultant for the marketing team

Successful chief marketing officers, both full-time and fractional, often have a strong sense of purpose and can implement a set of values within the organizations they serve. They are not just order takers, but they are strategists, consultants, and coaches.

Other responsibilities of a Fractional CMO are creating programs that support employees in different ways. For example, they could create and run mentorship programs or training for their team or their clients' teams.

Fractional CMOs might also implement the marketing strategy with their own team of experts. This can be far more effective than attempting to spread out these tasks throughout your company, or creating and hiring a whole new department. As you refine your strategy, you can even productize your services to scale. 

If you enjoyed this post, check out our Ultimate Guide to Scaling a Fractional CMO business and Guide to Growing Your Agency or Consulting Business.