If you run an MSP, you’ve probably searched some version of this question.
“What is a fractional CMO for MSPs, and would it actually help us grow?”
The term gets thrown around a lot. And depending on who you ask, it either sounds like the answer to every marketing problem or an expensive title with unclear value.
The truth sits in the middle.
A fractional CMO for MSPs can be the right move. It can also be the wrong move. The difference has very little to do with marketing tactics and everything to do with readiness.
Let’s break it down clearly.
What a Fractional CMO for MSPs Actually Is
A fractional CMO for MSPs is senior marketing leadership brought in part time, without the cost or commitment of a full-time executive hire.
In an MSP environment, the role is very specific.
A fractional CMO for MSPs focuses on
- Direction and priorities
- Marketing systems and structure
- Alignment between marketing, sales, and revenue
They are not there to replace an agency.
They are not there to be a one-person marketing department.
And they are not there to magically generate demand without budget or execution support.
That distinction matters more in MSPs than in most industries.
Why MSP Marketing Often Breaks Before Leadership Shows Up
Most MSPs struggle with consistent execution in marketing and systems that tie it all together.
Paid ads get tried.
SEO gets started, then paused.
LinkedIn campaigns come and go.
Each tactic makes sense on its own. None of them are connected by a system.
Sales starts saying the leads are bad. Marketing responds by adding more activity. Vendors introduce new ideas. Noise increases. Results don’t.
This is usually the point where MSP owners start looking into a fractional CMO for MSP growth, even if they don’t use that exact phrase yet.
When a Fractional CMO for MSPs Works and When It Doesn’t
This is where clarity matters most.
Based on real-world MSP engagements, including those led by Holly Mack, there are consistent patterns.
When a fractional CMO for MSPs works
It works when the MSP already has motion.
- You have a defined service and market.
- There is some pipeline, even if it’s inconsistent.
- There is a team, agency, or offshore support that can execute once direction is clear. Or at least budget to bring them in.
Most importantly, leadership wants systems. Not quick fixes.
In this environment, a fractional CMO for MSPs becomes a force multiplier.
When a fractional CMO for MSPs fails
It fails when the MSP expects one person to do everything.
- No budget.
- No execution support.
- No clarity on what marketing is supposed to achieve.
In those cases, strategy is being asked to replace readiness.
The simplest rule MSPs should remember is this.
A fractional CMO for MSPs works when you want leadership.
It fails when you want a one-person marketing department.
The Budget Reality MSPs Need to Understand
Without budget, there is a limit to what any marketing leader can accomplish.
A fractional CMO for MSPs can still add value with limited spend. They can clarify priorities, stop waste, and focus effort on what actually compounds.
What they cannot do is create demand without resources.
Strategy organizes. Budget activates.
Understanding that upfront prevents frustration on both sides.
A Revenue-Stage Framework for Fractional CMO Support in MSPs
The biggest mistake MSPs make is hiring based on title instead of stage.
Here’s a more useful way to think about whether a fractional CMO for MSPs makes sense.
Under $1M in revenue
Marketing is usually founder-led. One or two channels done consistently matter most. Fractional leadership is usually premature.
$1M to $2M
Things start to crack. Inconsistency creeps in. Light fractional guidance can help, but only if execution exists.
$2M to $5M
This is the sweet spot for a fractional CMO for MSPs.
There is motion, but no system. Spend exists, but ROI is unclear. Sales and marketing drift apart.
Fractional leadership adds leverage here.
$5M to $10M
Complexity increases. Fractional leadership paired with specialists can scale effectively.
$10M and beyond
At this stage, the decision becomes fractional versus full-time based on growth goals.
Fractional CMO for MSPs vs Agency vs Full-Time Hire
This comparison comes up constantly.
A full-time hire often consumes the entire budget once compensation, tools, and overhead are considered. And that’s still just one person. One person can’t realistically cover strategy, execution, optimization, and analysis. They also can’t be an expert in everything.
Agencies tend to execute well, but they rarely own outcomes, prioritization, or long-term direction. In our experience, generalist agencies struggle the most. The strongest setups usually have someone internally owning the strategy and results, with agencies brought in for specific needs like SEO, PPC, or video.
A fractional CMO for MSPs spreads the same investment across leadership, execution, and systems. The business gains clarity without betting everything on one role. And the savings from a fractional model can be redirected to agencies or offshore teams that handle execution.
This is about leverage, not headcount.
What a Fractional CMO for MSPs Does in the First 90 Days
Most MSPs assume the first step is launching new campaigns. It isn’t.
The early work is about grounding.
- Aligning marketing to revenue and sales reality.
- Auditing what has already been tried.
- Fixing fundamentals like ICP, positioning, and messaging.
- Identifying fast wins and stopping waste.
- Building a repeatable engine instead of disconnected tactics.
This is how marketing becomes calm and predictable instead of reactive.
A Real MSP Scenario and Why Focus Matters
A small MSP with a lean team was trying to run every channel at once. Stress was high and results were scattered.
Fractional leadership helped the team pull back and focus on the two channels that actually drove revenue. SEO and LinkedIn. Everything else stopped.
Inbound stabilized. Pipeline followed. Execution became calm.
That’s a fractional CMO for MSPs at their best. Not adding more activity, but making better decisions. Because fractional CMOs are limited to one or two days a week, they have to focus. They say no to most things, find the 20% that moves revenue, and start there.
Signs Your MSP Is Ready for a Fractional CMO
You may be ready if
- You have motion but no focus
- Spend exists but ROI is unclear
- Sales and marketing are misaligned
- You want systems, not more tactics
Signs You Should Wait
You should likely wait if
- There is no defined market
- There is no execution support
- There is no budget to activate strategy
- You expect one person to do everything
If you’re struggling with the foundations, check out our marketing foundations package here as a starting point.
Our Takeaway
A fractional CMO for MSPs is not a shortcut and it is not a title play.
For MSPs with motion and ambition, it creates clarity, leverage, and scale.
For MSPs looking for magic, it disappoints.
The difference is readiness. And knowing that early saves time, money, and frustration.
