Fractional Head of Marketing vs full-time hire: what’s right for a B2B startup?

Hiring marketing leadership is a big decision for any B2B tech startup. Get it right, and growth accelerates. Get it wrong, and you risk wasted budget, slow progress, and months of lost momentum.

One of the most common questions founders ask is whether to hire a Fractional Head of Marketing or commit to a full-time Head of Marketing. The right answer depends less on ambition, and more on timing, clarity, and risk.

The case for a full-time Head of Marketing

A full-time Head of Marketing can be the right move when a startup is ready to scale aggressively. They typically own the function end-to-end and are embedded deeply in the business.

A full-time hire makes sense when:

• The go-to-market strategy is already clear
• Marketing channels are proven and ready to scale
• There’s a team in place to manage and grow
• The business can support a six-figure salary plus long-term commitment

However, many B2B startups hire full-time leadership before these conditions exist. When strategy is still evolving, this can be an expensive gamble.

The risks of hiring full-time too early

Hiring a full-time Head of Marketing before you’re ready often leads to frustration on both sides.

The role becomes unclear, expectations shift, and success is hard to measure. Instead of leading growth, the Head of Marketing ends up figuring out fundamentals that should have been resolved earlier, positioning, ICP, messaging, or channel focus.

For startups still searching for clarity, full-time can mean high cost, slow iteration, and difficult reversals if things don’t work out.

The case for a Fractional Head of Marketing

A Fractional Head of Marketing offers senior leadership on a part-time basis, from as little as one day a week. This model is designed specifically for startups that need experience and direction, without the cost or risk of a permanent hire.

Fractional leadership works well when:

• Marketing is important but underperforming
• Strategy is unclear or unproven
• Founders are still leading marketing decisions
• The business isn’t ready to commit full-time
• Speed and flexibility matter

Instead of scaling execution, a fractional leader focuses on getting the foundations right.

What’s different about the fractional approach?

A Fractional Head of Marketing typically prioritises:

• Clear positioning and messaging
• A focused B2B go-to-market strategy
• Channel prioritisation (what to do, and what to stop)
• Sales and marketing alignment
• Measurement and accountability
• Building a plan for future hires

Because they’re not tied to a single career move, fractional leaders are often more objective, pragmatic, and outcome-focused.

Cost comparison: fractional vs full-time

From a cost perspective, the difference is significant.

A full-time Head of Marketing often costs £90k–£130k+ per year once salary, tax, and benefits are included. A Fractional Head of Marketing provides access to similar experience at a fraction of that cost, with flexibility to scale up or down as needed.

For cash-conscious B2B startups, this can dramatically reduce risk while still moving the business forward.

Which option is right for your startup?

Ask yourself:

• Do we know exactly how marketing will drive growth?
• Are our channels proven and ready to scale?
• Do we need clarity or capacity right now?
• Can we afford to get this hire wrong?

If the challenge is direction, not delivery, a Fractional Head of Marketing is often the smarter first step.

Many startups use fractional leadership to stabilise and mature the function, before eventually transitioning to a full-time hire with confidence.

The short answer

If your B2B startup needs senior marketing thinking but isn’t ready for a permanent commitment, a Fractional Head of Marketing offers flexibility, experience, and speed with far less risk.

In contrast, full-time leadership works best once the strategy is proven and the business is ready to scale.

Choosing the right model at the right time can make all the difference.