If you’re a founder thinking about bringing in outside help for sales or marketing, you’ve probably come across the term fractional. Maybe it was fractional CMO, fractional VP of Sales, or fractional RevOps support. And if you're unsure whether it's worth exploring, or just another buzzword, you’re not alone.

Here’s what fractional really means, how it works, and whether it’s the right move for your business.

This isn’t theory. It’s based on years of working inside B2B startups and scaleups, supporting founders at different stages with fractional leadership and execution.

What does 'fractional' actually mean?

Fractional support is exactly what it sounds like. Instead of hiring someone full-time, you bring them in part-time or for a specific scope, but with senior-level experience.

You get the thinking, structure, and leadership without the overhead of a full-time executive. That could mean:

• A fractional CMO to guide marketing strategy

  
  

• A fractional VP of Sales to improve sales performance

  
  

• A fractional RevOps lead to set up clean systems

The model is flexible. Some founders bring someone in for a few hours a week. Others work more closely for 20–40 hours a month. It depends on what you need and how much is already in place.

Why founders choose fractional help

Hiring full-time leadership is expensive and high risk, especially early on. Fractional support helps bridge the gap.

Here are some common reasons founders go this route:

Get senior-level expertise faster

You skip the long hiring cycles and start making progress in days, not months.

Save on overhead

No equity, full-time salary, or benefits. You only pay for what you need.

Stay lean while moving forward

You avoid overhiring early and still get the structure and clarity that a seasoned operator brings.

Fill a critical gap

Maybe you don’t need a full-time CMO yet, but you do need clear messaging and a campaign strategy. Fractional fits in where it counts.

Build, validate, then hire

You can use fractional support to get early results and then use that traction to make your first strategic hire with more confidence.

Where it doesn’t work

Fractional isn’t always the right fit. Here’s when it might not be the best move:

You need someone fully embedded

If you want someone on daily standups, managing full-time staff, or making long-term team calls, fractional may fall short. It’s still part-time support.

You’re not ready to act on advice

If you’re looking for strategy but don’t have the time or resources to execute, the benefit of fractional support fades fast.

You’re too early for structured help

If you’re still validating your product or haven't spoken to enough customers, you may need to focus on founder-led learning before layering in external help.

How we do it at Waymark

At Waymark, fractional means hands-on. We don’t just deliver a slide deck or a strategy and walk away. We help founders lead smarter, whether that’s shaping messaging, building outreach foundations, or supporting real sales calls.

Some founders bring us in for one clear objective. Others stay longer, using fractional leadership to fill a gap while they grow into their next hire.

If you want someone to plug into your business and bring real experience, not just advice, that’s what we’re built for.

Thinking about fractional support?

We’re always happy to talk it through, even if you’re not ready to commit. We’ll look at where you are, what’s missing, and whether fractional is the right move.

Book a quick call →