We have been running our marketing department with a fractional CMO on our Accountability Chart for a year, but our exit advisor says buyers want a full-time leader in this seat. How do we transition this seat from fractional to full-time without disrupting our marketing execution or insulting our current fractional partner?

Question

Tyler Smith · Accepted Answer

An exit advisor is correct that institutional buyers heavily discount businesses that rely on fractional leadership in core seats. To transition your marketing department from a fractional CMO to a full-time leader, you must handle the process systematically using your Accountability Chart. Do not simply post a job description. First, review the existing fractional CMO seat and update the five key roles to reflect the full-time, hands-on leadership required to scale post-exit. Once the seat is clearly defined, have an open and transparent conversation with your fractional CMO. Explain that your exit strategy requires a full-time leader in this seat to satisfy buyer due diligence. Give them the first opportunity to apply for the full-time role if they have the desire and capacity to transition. If they prefer to remain fractional, enlist their help in finding and onboarding their successor. A professional fractional leader will understand this business decision and help you transition the role smoothly. Keep the fractional CMO in the seat while you recruit, and once the full-time hire is made, use a thirty-day overlap period to transfer tribal knowledge. This ensures your marketing execution does not stall and your exit timeline remains on track.