In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Skip Fidura, Fractional CMO, Non-Executive Director, and Board Advisor with over 20 years of experience across B2B and B2C marketing on the client, agency, and provider sides. The fractional CMO model is having a moment—but is it a real structural shift in marketing leadership, or just a buzzword that's been marketered up? And what does its rapid rise reveal about how organizations truly value marketing?

➡️ Skip has been working fractionally since before it was fashionable, and he doesn't hold back. He breaks down the real distinctions between a fractional CMO, a consultant, and a contractor—and why getting that wrong can cost organizations dearly. He explores the cost and structural forces driving the fractional trend, from cash-strapped scale-ups to founders seeking an exit strategy. Skip also addresses the harder truths: how marketing's long-standing failure to speak the language of finance has made it easier for businesses to sideline strategic marketing in favor of cheaper, more piecemeal solutions. He shares how trust is built (and lost) when you're only present part-time, and offers a grounded take on whether this model is a genuine step forward—or a warning sign for the profession. If you're weighing up a move to fractional, hiring one, or simply trying to understand where senior B2B marketing leadership is headed, this is essential listening.

Chapters:

00:00 - Introduction to the Fractional CMO Trend

02:13 - Defining the Fractional CMO Role

05:00 - Fractional vs. Consultant vs. Contractor

07:10 - Why the Term "Fractional" Has Exploded

09:00 - How Skip Got Into Fractional Work

10:30 - Cost and Structural Drivers Behind the Model

13:35 - Marketing's Place in the Revenue Function

18:20 - The Fractional CMO in Unstable or Transitioning Orgs

21:55 - Marketing's Failure to Speak the Language of Finance

25:00 - Is a Little Marketing Better Than No Marketing?

28:00 - How Fractional CMOs Build Trust

31:45 - The Gig Economy and the Fractional Lifestyle

34:45 - Is the Fractional Model Here to Stay?

Follow Skip Fidura,

linkedin.com/in/skipfidura

If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

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