What the frac… again?

What is fractional all about? When I started Branding Matters as a fractional CMO Consultancy, the term ‘fractional’ was in its ascendancy, but many people were scratching their heads about what it really meant. How was it different to freelance, interim or part time? So I decided to demystify it by writing an article, which was published in New Digital Age. Here’s a short taster of the article:

“The world has changed. Founders and executives of all kinds at companies around the world are cautiously adapting to the swirling vortex that we live in today – war, inflation, AI, layoffs… the list goes on. All while under increasing pressure to ensure every penny is spent on driving growth. What this means is that founders, CEOs and other leaders are becoming more risk-averse amidst the backdrop of these economic realities. ‘There’s been a big loss of momentum, and investors want their companies to be revenue positive,’ said Richard Fearn, investor and NED. 

Hiring and onboarding expensive, skilled, senior full-time corporate leaders is tougher now than ever. This ratchets up the pressure on the success of those hires, so companies often have trouble pulling the trigger for fear it’s the wrong move or they can’t quite afford the talent they want.

And thus a new term was born: Fractional CXO – whether that’s CMO, CRO, CPO….”

Read the full article below on New Digital Age.