Should You Hire a Full-Time Marketing Leader, or Work with a Consultant, or Can Your Team Handle Everything
As a business owner, you’ve got a lot on your plate… growth, revenue, product development, hiring, and of course, marketing. But when it comes to marketing, many leaders find themselves wondering: do I need to hire a full-time marketing leader? Should I bring in a consultant or a Fractional executive? Or can my existing team figure things out on their own?
This decision has significant financial and strategic implications, so let’s dive into how to assess which option makes the most sense for your business.
1. Evaluate Your Current Marketing Needs
Before making any big decisions, take a step back and assess where your marketing currently stands. Ask yourself:
Do we have a clear marketing strategy in place that aligns with our business goals?
Are we consistently generating leads or are we scrambling from campaign to campaign?
Is my team capable of driving both strategy and execution, or are they too focused on day-to-day tasks?
If the answer is no to any of these questions, you might need outside help.
2. When to Hire a Full-Time Marketing Leader
A full-time marketing leader, whether that’s a CMO or VP of Marketing, can be a great option when:
Your business is scaling rapidly. You need someone dedicated to aligning marketing with long-term growth and have the budget to invest in a high-level role.
You have complex marketing needs. If you’re managing multiple marketing channels (digital, traditional, events, partnerships) and require someone with deep expertise across several disciplines.
You’re ready for a major shift. Whether it’s rebranding, expanding to new markets, or launching a new product line, a full-time CMO can provide the leadership needed to execute big changes effectively.
But keep in mind, full-time marketing executives don’t come cheap. You’re almost definitely looking at a six-figure salary plus benefits, which may not be feasible for many small to mid-size businesses.
3. When to Outsource
Hiring a marketing consultant or a Fractional CMO can be a smart, cost-effective option for companies that need leadership but don’t have the budget or need for someone full-time.
You should consider hiring a Fractional CMO if:
You’re in growth mode but don’t need a full-time hire. A marketing consultant or a Fractional CMO will create a strategy and roadmap, then work with your team to execute it without requiring a full-time salary.
You need strategic direction. If your team is good at handling execution but lacks a clear, high-level marketing strategy, a consultant can step in and provide the direction needed.
You want to avoid hiring mistakes. A Fractional CMO can help you avoid costly mistakes that come from hiring the wrong full-time person. They bring years of experience, industry insights, and can hit the ground running.
You need flexibility. Fractional CMOs work on a flexible, part-time basis, allowing you to adjust based on your business needs (as they change) without the long-term commitment of a full-time employee.
4. When Your Internal Team Can Handle It
Sometimes, your internal team is more than capable of handling your marketing, especially if:
You already have a clear marketing strategy in place. If your team knows exactly what needs to be done and has the bandwidth to execute, you might not need outside help.
You’re in a steady phase of growth. If you’re not in a phase of rapid expansion or product launches, your team may be able to handle the ongoing marketing tasks without leadership oversight.
Your team is resourceful and has access to the right tools. Marketing execution can be handled in-house if your team has the right tech stack, is self-sufficient, and can handle things like content creation, email campaigns, and paid ads without constant guidance.
However, if your internal team lacks senior leadership, it can be easy to get stuck in the weeds of day-to-day tasks without a strategic roadmap to follow. That’s where a marketing consultant or a Fractional CMO can step in to fill the gap.
Making the Decision
Ultimately, the decision between hiring a full-time marketing leader, outsourcing a marketing leader, or relying on your internal team comes down to a few key factors:
Budget: Full-time marketing leaders are costly, while outsourced leaders offer a flexible, more affordable solution.
Business Stage: Growing companies with complex needs may benefit from a full-time hire, while businesses that need part-time leadership should opt for a Fractional executive.
Current Team: If your team has the expertise and strategy in place, they may be able to handle things on their own, but you must evaluate whether they’re truly equipped for the long haul.
Final Thoughts
There’s no one-size-fits-all answer here. You have to look at your unique business needs and growth goals to make the right decision. If you’re unsure, it might be worth having a conversation with a Fractional CMO to see how they can help guide your team without the long-term commitment of a full-time hire.
At Third Act Marketing, we specialize in helping businesses like yours determine the best path forward. Whether you need a full-time leader, a Fractional CMO, or simply advice on how your current team could optimize your current marketing efforts, we’re here to help. Get in touch to learn more!