Construction companies are no strangers to fractional leadership, especially regarding roles like CFOs, safety directors, or IT. However, as competition intensifies and reputation becomes a deciding factor in who wins work, many contractors realize that marketing can no longer be a reactive, ad hoc effort.
Enter the Fractional CMO, a senior marketing leader embedded in your company part-time, but responsible for full-scale strategy, execution oversight, and team development.
At AltCMO, we specialize in providing fractional marketing leadership to construction companies of all sizes, from trade contractors and general contractors to engineering firms and even ConTech startups.
Our focus is simple: help our clients win more of the right work by improving their marketing strategy, team performance, and brand positioning.
What Is a Fractional CMO?
A Fractional Chief Marketing Officer (CMO) is a senior executive who works with your company on a part-time (or fractional) basis to lead the marketing function. They serve as a company leader, not a consultant, responsible for aligning marketing efforts with business goals, developing strategies, mentoring staff, and overseeing execution.
Unlike marketing consultants who deliver a project and walk away, a true fractional CMO:
- Sits in on executive leadership meetings
- Owns long-term marketing objectives and KPIs
- Manages internal staff or external vendors
- Provides coaching and structure to in-house marketers
They are a part-time CMO, not a full-time contractor.
Why Construction Firms Hire Fractional CMOs
Just like a fractional CFO helps manage cash flow and bonding strategies, a fractional CMO enables you to win work, recruit talent, and elevate your brand to grow your construction company.
Contractors hire fractional CMOs when:
- They need senior marketing leadership but aren’t ready for a full-time CMO
- Their marketing team lacks structure, direction, or performance
- The company is pursuing new markets, rebranding, or scaling rapidly
- Executive leadership needs strategic insight without the overhead
Marketing in construction isn’t just about making brochures or posting on social media. It’s about differentiating to avoid the race to the bottom with low-bid work, attracting and retaining talent, and assisting the relationship-building process with long-term clients.
What Does a Fractional CMO Do?
A fractional CMO typically focuses on three core areas:
1. Marketing Strategy
They develop a strategic marketing plan that is aligned with your business goals, budget, and competitive landscape. This plan may include positioning, go-to-market planning, messaging frameworks, and campaign development.
2. Executive Leadership
They provide high-level oversight and participate in leadership conversations to ensure marketing supports revenue, recruiting, and reputation goals.
3. Mentoring & Team Development
They coach internal marketing staff, improve team structures and processes, and ensure the team can execute the strategy effectively.
At AltCMO, we go a step further by offering marketing implementation in-house, including design, copywriting, website development, SEO, advertising, and more. This allows us to not only lead your strategy but also help you implement it.
Benefits of Hiring a Fractional CMO
- Cost-Effective – Access top-tier leadership without the full-time salary.
- Strategic Alignment – Ensure marketing supports actual business goals.
- Team Leadership – Grow your in-house team with structured mentoring.
- Execution Support – Leverage AltCMO’s full implementation team if needed.
- Flexible Engagements – Support short-term transitions or long-term growth.
When to Consider a Fractional CMO
You might need a fractional CMO if:
- You’re not winning the work you should be winning
- Your marketing team is underperforming or stretched too thin
- You’re entering a new market or rebranding
- Your CRM or website needs a major overhaul
- Your marketing feels reactive instead of proactive
Not Just Another Marketing Consultant
As we’ve written before, a fractional CMO is not a fancy new term for a marketing consultant. Consultants work on defined projects with a beginning and an end. A fractional CMO works on your business, not just in it, providing long-term leadership and accountability.
If your marketing “consultant” isn’t delivering strategic oversight, participating in leadership meetings, or mentoring your staff, they might not act as a fractional CMO. And if that gap is hurting your growth, it’s time to reassess.
Ready to Level Up Your Marketing?
If you’re ready to think strategically about growth, reputation, and positioning, let’s talk. AltCMO is built for construction and built to help you win.