Fractional CMO vs full-time hire
A fractional CMO advisor and a full-time VP of Marketing both bring senior judgment. The advisor works on a retainer and frames the decisions; a full-time hire owns the marketing function day to day. Most teams hire full-time once revenue reaches roughly CAD $15M to $25M and the role justifies a senior salary, bonus, and equity.
Request a consultationThe key difference
Fractional CMO advisor
Senior judgment on a retainer
Frames the strategy and the highest-leverage moves on a retainer. Your team owns execution and the calendar.
- Senior judgment without the full comp package
- About 30 days to value, no recruiting cycle
- 30-day notice rather than severance
- Efficient below roughly CAD $15M to $25M revenue
Full-time VP of Marketing
Owns the function
A senior hire who runs the marketing team and the calendar day to day. The right move once the function is large enough to keep them fully utilized.
- Best at scale, roughly CAD $15M to $25M revenue and up
- 90 to 180 days to full value, including hiring and ramp
- Senior salary plus bonus and equity
- Severance and re-hiring cost to exit
Side-by-side comparison
| Category | Fractional CMO advisor | Full-time VP of Marketing |
|---|---|---|
| Role | Strategic guidance. Frames the decisions and the highest-leverage moves. | Owns the marketing function and the team day to day. |
| Engagement | Ongoing retainer, scoped to your stage. | Full-time hire with salary, bonus, and equity. |
| Time to value | About 30 days. No recruiting cycle. | 90 to 180 days including hiring and ramp. |
| Cost structure | Retainer scoped to your stage. No comp package. | Senior salary plus bonus and equity. |
| When it fits | Below roughly CAD $15M to $25M revenue, or alongside a VP. | Roughly CAD $15M to $25M revenue and up. |
| Exit cost | 30-day notice. | Severance and the cost of re-hiring. |
When to choose each
Choose a fractional CMO if:
- You are below roughly CAD $15M to $25M revenue.
- You want senior judgment without the salary, bonus, and equity.
- You do not want to run a multi-month recruiting cycle to get direction now.
Hire full-time if:
- Revenue justifies a senior salary plus bonus and equity, roughly CAD $15M to $25M and up.
- You need someone owning the marketing function and team day to day.
- You have the runway for a 90 to 180 day hiring and ramp period.
Many founders keep an advisor in place even after hiring a VP, to frame strategy while the VP runs execution.
Frequently asked questions
Fractional CMO or full-time VP of Marketing, when do I switch?
Hire a full-time VP Marketing when revenue hits roughly CAD $15M to $25M and the role justifies a senior salary plus bonus and equity. Below that, advisory is more efficient: you get senior-level judgment without the comp package or the recruiting cycle. Many founders keep an advisor in place even after hiring a VP.
Is a fractional CMO cheaper than a full-time hire?
For most companies below CAD $30M, yes. A retainer is scoped to your stage, with no salary, bonus, equity, or recruiting cost, and 30-day notice rather than severance. The full-time role becomes worth the comp once the function is large enough to keep a senior leader fully utilized.
How long until each is productive?
An advisor typically adds value in about 30 days. A full-time hire takes 90 to 180 days once you include recruiting and ramp. If you need senior direction now, the advisory route is faster.
Not sure if it is time to hire?
Request a consultation. We will look at your stage and tell you honestly whether an advisor, a full-time hire, or both is the right call right now.