What is a fractional CMO?

A fractional CMO is a senior marketing executive who provides strategic leadership on a part-time or contract basis, giving businesses enterprise-grade marketing capability without the full-time salary.

How does GRPL's fractional CMO service work?

GRPL embeds senior growth leadership into your business on a flexible basis. We define strategy, align teams, optimise channels, and drive measurable growth outcomes - all without the cost and commitment of a full-time executive hire.

Who is GRPL's service designed for?

GRPL works with founders, CEOs, and leadership teams at scaling ANZ businesses who need senior marketing expertise but aren't ready for or don't need a full-time CMO.

What's the difference between a fractional CMO and a marketing consultant?

A marketing consultant typically advises from the outside. A fractional CMO from GRPL embeds into your leadership team, owns strategy and execution, leads your marketing function, and is accountable for growth outcomes.

What is a fractional CMO?

A fractional CMO is a senior marketing executive who provides strategic leadership on a part-time or contract basis. They bring the same expertise, authority, and accountability as a full-time Chief Marketing Officer but work a fraction of the hours - typically 1 to 3 days per week. This makes enterprise-grade marketing leadership accessible to businesses that cannot justify the $300,000 to $450,000 fully loaded cost of a full-time CMO.

How is a fractional CMO different from a marketing consultant?

A marketing consultant typically delivers a strategy document or provides advisory input on a project basis. A fractional CMO is an embedded leadership role - they sit within your executive team, attend leadership meetings, coach your staff, manage agency relationships, and own accountability for marketing outcomes over an extended engagement. The difference is ownership and accountability versus advice.

How many days per week does a fractional CMO work?

Typically between 1 and 3 days per week, depending on the business's needs and growth stage. The engagement intensity often starts higher during the diagnostic and strategy phases, then adjusts as the team builds capability and execution systems are established.

How quickly will we see results?

Leading indicators - strategic clarity, team alignment, measurement frameworks, campaign quality - typically improve within 90 days. Revenue and pipeline impact usually lags by 6 to 9 months because marketing strategy shifts require time to compound. GRPL establishes clear measurement milestones at the outset so progress is visible and accountable throughout the engagement.

Can a fractional CMO work alongside our existing agency?

Yes, this is one of the most common and effective configurations. The fractional CMO provides the strategic direction and oversight that ensures agency execution is aligned with business goals. Many GRPL clients report that their agency performance improves significantly once a fractional CMO is managing the relationship strategically.

What industries does GRPL work with?

GRPL works across B2B SaaS, professional services, technology, financial services, construction, and high-growth consumer businesses in Australia and New Zealand. The common thread is businesses between $2M and $30M revenue that need strategic marketing leadership to reach their next growth stage.

What happens at the end of the engagement?

GRPL's goal is to build lasting marketing capability within your organisation. At the end of an engagement, you should have a clear strategy, an empowered team, established measurement frameworks, and the organisational capability to execute independently. Some clients transition to a lighter ongoing advisory arrangement; others are fully self-sufficient.

How do we measure if the fractional CMO is working?

GRPL establishes a measurement framework at the outset covering three categories: strategic metrics (is there a documented and aligned strategy?), operational metrics (are campaigns executing on time and to standard?), and revenue metrics (is pipeline growing, is cost per acquisition declining, is customer lifetime value increasing?). These metrics are reviewed monthly with full transparency.

Fractional CMO Services

Enterprise-Grade Marketing Leadership Without the Full-Time Cost

Australian businesses between $2 million and $30 million in revenue face a common challenge: founder-led marketing no longer scales, agencies are executing without strategic direction, and a full-time CMO costs $300,000 to $450,000 per year once fully loaded. GRPL's fractional CMO service closes this gap - providing the strategic authority, market expertise, and executive accountability of a full-time Chief Marketing Officer on a flexible, part-time basis.

A fractional CMO is not a consultant who delivers a strategy document and leaves. It is an embedded leadership role. GRPL's fractional CMOs sit within your leadership team, attend executive meetings, coach your marketing staff, manage agency relationships, and own accountability for whether marketing is generating revenue. The engagement is structured around outcomes, not hours.

What a GRPL Fractional CMO Delivers

Strategic Direction

Market positioning, target customer definition, value proposition development, competitive differentiation, and go-to-market strategy. Every decision grounded in data and market reality, not assumptions.

Channel Strategy & Budget Allocation

Determining which marketing channels will drive the highest-quality pipeline for your specific business, then allocating budget proportionally to performance. Cutting waste from underperforming channels.

Team Leadership & Coaching

Building the capability of your internal marketing team. Setting clear expectations, establishing performance frameworks, and coaching team members to think strategically.

Agency Oversight

If you work with agencies, the fractional CMO becomes the strategic layer ensuring agencies execute against a coherent plan rather than pursuing their own priorities.

Measurement & Accountability

Establishing measurement frameworks that connect marketing activity to pipeline and revenue. Weekly and monthly reporting cadence. Honest assessment of what is working and what is not.

Executive Engagement

Presenting marketing strategy and performance to the board, investors, and executive team. Providing the credibility and authority that a marketing manager simply cannot deliver.

How the Engagement Works

Month 1

Diagnostic & Foundation

GRPL conducts a comprehensive marketing audit across six dimensions. Simultaneously, the fractional CMO integrates with the leadership team, building relationships and understanding the business context.

Months 2-3

Strategy & Alignment

Development of the marketing strategy and 12-month roadmap. Positioning finalised, channel mix determined, budget allocated, measurement frameworks established. Stakeholder alignment sessions ensure the entire leadership team is working from the same plan.

Months 4-12

Execution & Optimisation

Ongoing embedded leadership driving execution against the strategy. Quarterly strategy reviews. Team capability building. Agency management. Board and investor reporting. Continuous optimisation based on market feedback.

Engagement Models & Investment

Growth Foundation

$7,000–$9,000/mo

1-2 days/week

Best for businesses with basic strategy in place that need senior oversight, coaching, and strategic direction. Includes monthly strategy sessions, quarterly planning, team coaching, and measurement framework establishment.

Growth Acceleration

$10,000–$14,000/mo

2-3 days/week

The most common engagement. Full strategic leadership including marketing audit, roadmap development, team leadership, agency oversight, executive reporting, and accountability for outcomes.

Growth Transformation

$15,000–$17,000+/mo

2-3 days/week

For complex businesses requiring deep vertical expertise, product go-to-market strategy, board presentations, M&A marketing due diligence, or international market entry.

All engagements have a minimum 3-month term. 6-month and 12-month commitments receive preferential rates.

Not sure if a Fractional CMO is right for you?

Take GRPL's free Marketing Health Check. 5 minutes to understand where your marketing stands and what to prioritise next.

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Who This Is For

GRPL's fractional CMO service is designed for businesses that meet these criteria:

Annual revenue between $2 million and $30 million
Spending more than $10,000 per month on marketing without clear ROI
The CEO is still the de facto marketing decision-maker
Agency relationships are underperforming or lack strategic direction
The business is entering a new market, launching a product, or scaling significantly
The board or investors are asking for a credible marketing plan tied to revenue
A marketing manager is in place but lacks the seniority to drive strategic change

If this sounds like your business, a conversation with GRPL will quickly confirm whether the fractional CMO model is the right fit. Read more in our readiness guide.

Frequently Asked Questions

We Work With Businesses Across Australia

GRPL provides fractional CMO services in Sydney, Melbourne, Brisbane, and Perth - with flexible engagement models that work regardless of geography.