Do You Need a Fractional Marketing Leader?

Updated: Apr 24

For industrial B2B companies, marketing has come a long way from brochures and trade shows. Today, it’s about aligning with sales, using data to make decisions, and executing consistently across multiple channels. But let’s be honest: most mid-sized manufacturers don’t have the time, budget, or internal resources for a full-time marketing executive.

That’s where fractional marketing leadership comes in.

What is a Fractional Marketing Leader?

A fractional marketing leader is a senior-level marketer who works with your company on a part-time or project basis. You get the benefit of strategy, leadership, and real execution—without the full-time cost.

They’re not just consultants who tell you what to do and walk away. They roll up their sleeves, embed themselves in your business, and act as part of your leadership team. At Crossbeam, we become an extension of your team, helping shape the strategy and guiding your people as they bring it to life.

Here’s what that typically looks like:

Auditing what’s working (and what’s not)
Building go-to-market and lead gen strategies
Aligning sales and marketing efforts
Coaching the marketing team to grow into their roles
Driving execution so the plan actually happens

How do you know if you need one?

Here are a few signs that it might be time to bring in outside marketing leadership:

Sales growth has slowed.
If your growth has hit a wall, and you’re not sure why, a fractional leader can take a fresh look and uncover the gaps.
Your marketing team is stretched (or nonexistent).
A lot of manufacturers have small teams, or just one person wearing ten hats. A fractional leader helps you build structure, prioritize, and move from reactive to strategic.
You’re making a big move.
Expanding into a new market? Launching a new product? Rebranding? These transitions are big—and they deserve more than just tactical execution. You need a plan and someone to lead it.

Why It Works

Hiring a fractional marketing leader is one of the smartest ways to scale your marketing without overextending your team or budget.

You get executive-level expertise without the full-time price tag. Instead of hiring a full-time VP or CMO, you get access to strategic leadership when and how you need it.

It’s flexible. Whether you need ongoing support or just someone to help you build the foundation, fractional leadership can scale up or down depending on your goals.

They already know your industry. At Crossbeam, we’ve worked with manufacturers for years. We know how long your sales cycles are, how your buyers make decisions, and how to connect marketing efforts directly to revenue. No extra explaining required.

Is This Right for Your Business?

Fractional marketing leadership isn’t for everyone—but it works especially well for:

Small to mid-sized manufacturers ($10M–$1B): You’ve outgrown “just doing stuff” and need a real strategy but can’t justify a full-time hire.
High-growth companies: You’re scaling fast and need to make sure your marketing keeps up with the business.
Established companies in transition: You’re entering a new market, evolving your brand, or changing direction—and need experienced guidance to do it right.

A Few Things to Keep in Mind

Bringing in a part-time leader can feel like a big shift, but here’s what we’ve learned:

Integration takes intention. It’s important that a fractional leader works closely with your internal team. At Crossbeam, we embed ourselves into your culture so we feel like one of you, not someone on the outside.

Consistency matters. Even if we’re not full-time, we’re hands-on. We plan, check in regularly, and keep projects moving so you don’t lose momentum.

You have to measure what matters. We help define clear goals and track the right metrics—whether it’s lead quality, sales alignment, or campaign performance—so you always know what’s working.

Success Story: Aligning Sales and Marketing for Growth

One mid-sized manufacturer had a marketing team that mostly reacted to requests. Sales was the engine of the business, and marketing wasn’t involved in strategy or planning. By bringing in a fractional marketing leader from Crossbeam, they restructured the team, clarified roles, and created a strategy aligned with sales goals. Over time, marketing became a true business partner—driving initiatives, supporting revenue growth, and collaborating seamlessly with both sales and product management.

Lesson Learned: Don’t wait until something’s broken. Fractional leadership isn’t just about fixing problems, it’s about building smarter, more strategic marketing from the ground up.

Conclusion

Marketing today demands more than just tactics; it needs leadership, structure, and alignment with business goals. If your team is overwhelmed, your growth has slowed, or you're heading into a big transition, it might be time to bring in a fractional marketing leader.

Let’s talk about what that could look like for your business.