The Rise of the Fractional CMO: How to Accelerate Revenue Growth Without the Overhead

Revenue Boost: A Marketing Podcast

Fractional leaders aren’t here for job security—we’re here to build legacies. We remove the internal angst that clouds big decisions. We’re not protecting titles or playing politics. We’re focused on what drives transformation, growth, and lasting impact.

Hi there, I’m Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.

In every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of the competition.

In The Rise of the Fractional CMO: How to Accelerate Revenue Growth Without the Overhead, I sit down with Virginie Glaenzer, a fractional CMO, tech entrepreneur, and community builder.

We explore how fractional marketing leaders are reshaping go-to-market execution, AI adoption, and executive alignment across today’s most innovative organizations.

Be sure to stay tuned until the end, where Virginie shares her advice on how to scope your first fractional engagement and make an immediate impact, without the overhead.

Let’s go!

Kerry Curran, RBMA (00:02.148)
So, welcome, Virginie. Please introduce yourself and share your background and expertise.

Virginie Glaenzer, Frac. CMO (00:09.086)
Thank you so much, Kerry, for having me on your podcast. I’m really excited—I think the work you’re doing is amazing. My name is Virginie—Virginie Glaenzer. I’m originally from France and am your typical immigrant. I’ve had quite an interesting journey: I moved to the San Francisco Bay Area in 1998, started a couple of software businesses, and had my fair share of successes and failures.

After 17 years in Silicon Valley, I moved to New York for about 12 years, where I served as VP of Marketing and CMO for mid-size organizations. I’ve been in D.C. for the last year and a half. Over the past 30 years, most of my career has been in B2B SaaS tech, helping organizations. Today, as a fractional CMO, I enjoy supporting small- to mid-size companies that are trying to disrupt their industries—mostly in tech, where technology is part of their offering. That’s just a little bit about me.

Kerry Curran, RBMA (01:21.594)
Thank you. I’m very excited to speak with you today. You have a wealth of experience, but I want to start by diving into fractional CMOs and the evolution of fractional executives. I know you serve both as a fractional CMO and as the leader of Acorn Oak, so I’d love to hear what you’ve seen regarding this evolution and why you find it so valuable.

Virginie Glaenzer, Frac. CMO (01:54.804)
That’s a great question. I actually fell into the fractional model—I never thought I would become a consultant—but it has changed my life, and I love it. I chose the fractional path because I wanted to make real, lasting change. When I was a VP of Marketing, I found that people wanted me to make them feel comfortable instead of guiding them through change. As a fractional CMO, I offer an unbiased outside perspective, removing the anxiety and internal angst that often accompany big decisions—something I couldn’t do as a full-time employee.

My focus isn’t on protecting a title or playing politics; it’s about building a legacy, not job security. As a result, I avoid the “drink-the-Kool-Aid” syndrome that can cloud judgment. The fractional model really works, and I think it took off after COVID because companies realized they could hire talent anywhere. When you hire people remotely, you don’t see the hours; you see the output. A fractional executive who works two days a week can deliver the equivalent of four days from a traditional employee—and often, that’s all a company needs.

AI is also disrupting organizations. Internal employees may hesitate to rock the boat, but a fractional executive will do whatever is necessary to drive change.

Kerry Curran, RBMA (04:01.762)
I love that example—doing in two days what others might do in four—because when you can focus solely on the initiative, you avoid the distractions of full-time employment and get more done. Another benefit is that fractional CMOs must stay on top of trends—from AI to strategy—and can apply learnings from one client to another, an opportunity full-time employees don’t always have.

Virginie Glaenzer, Frac. CMO (04:59.680)
Absolutely. Working with multiple clients gives you a different view of each market. You come in with broad experience, fresh perspectives, and numerous frameworks. It’s a win–win—deeply satisfying for the individual and invaluable for the organization.

Kerry Curran, RBMA (05:28.266)
I’m seeing a trend: six years ago, most engagements were project-based—solving urgent challenges over three to six months. Now, clients hire me as a fractional CMO for assignments that can last a couple of years. As long as you’re helping the company reach its next growth stage, why not?

Virginie Glaenzer, Frac. CMO (05:57.428)
Exactly. Hiring a fractional CMO can be a smart way to secure expert support without the full-time cost. When should a company consider a fractional CMO? I’ve seen three common scenarios:

1. The company is growing, but marketing isn’t scaling with it.
   
2. You’re facing a market shift—a funding round, product pivot, or another fundamental change.
   
3. You’re tired of disconnected campaigns and need integrated strategy and execution.
   

For companies without a CMO, a fractional CMO brings strategic guidance, makes marketing proactive instead of reactive, and prevents wasting money on tactics that don’t drive growth.

If you already have a CMO, a fractional CMO can augment and elevate the internal team by:

• Playing “bad cop” when needed, helping leaders stay aligned during tough decisions.
  
• Providing strategic pressure relief without stepping on toes—I take the anxiety out of the organization.
  
• Rolling up sleeves and owning delivery when necessary.
  

Kerry Curran, RBMA (08:41.024)
Those are excellent examples—for companies without a CMO and for those with one. CMO turnover is high, often because a CMO fits one stage but not the next. Removing them isn’t always best; sometimes they lack performance-marketing depth or AI expertise. A fractional CMO lets you keep institutional knowledge while adding new skills.

Virginie Glaenzer, Frac. CMO (10:01.952)
Absolutely. In today’s uncertain economy, the fractional model makes even more sense. It’s a cost-effective way to keep driving the company without paying for a full-time executive. I expect more organizations will take this path.

Kerry Curran, RBMA (10:31.994)
I agree. Startups and scale-ups may go sales-led and stall. Bringing in a fractional CMO to establish strategic foundations can be crucial. You talk a lot about AI. What services and strategies do you provide around transformation and AI?

Virginie Glaenzer, Frac. CMO (11:31.222)
Sure. AI is a major focus. I help clients with several business challenges. For example, tariffs are front and center; they’re an opportunity to revisit every part of the business and optimize. From a marketing perspective, we need to adapt to GEO—Generative Engine Optimization—to stay visible as algorithms evolve. Some call it AIO, but the point is visibility.

AI has changed how we work. Initially, it saved time; next, it improved quality; now, it changes how we think about our work. Resistance exists: in a recent webinar, 0 % of attendees had an AI policy, yet 60 % used AI professionally. That’s a risk we must address.

Kerry Curran, RBMA (14:29.272)
Wow.

Virginie Glaenzer, Frac. CMO (14:51.318)
Exactly. Another area is AI chatbots. Customer experience can’t be an afterthought—if users don’t like the experience, they go elsewhere. Leadership resistance also exists: many engineers resist AI, yet Google reports that 25 % of its code is now AI-generated, expected to reach 50 % within a year. Marketers sit between innovation and legal risk; we must work closely with legal to use AI responsibly.

Kerry Curran, RBMA (17:03.492)
That’s smart. An experienced fractional CMO can guide organizations through those challenges. We’ve focused on fractional CMOs, but tell us about Acorn Oak and the community of fractional C-suite advisors you’ve built.

Virginie Glaenzer, Frac. CMO (17:46.540)
Absolutely. If you’re hiring a fractional executive, choose someone who belongs to a community. At Acorn Oak—and other networks like TechCXO—we’re a trusted group of fractional executives. When you hire one of us, you gain cultural fit, synergy, and faster results. We already know one another, so alignment is immediate, and there’s no ego.

Kerry Curran, RBMA (19:17.262)
That’s great. What advice would you give a company considering a fractional CMO or other executive?

Virginie Glaenzer, Frac. CMO (19:43.406)
First, define the pain. I always ask: What’s the priority? A clear understanding of the challenge leads to a clear scope and a successful partnership. Second, work with someone in a community; they bring broader resources. Finally, don’t wait—hiring a full-time CMO can take a year; hiring a fractional CMO can take two to three weeks from the initial call to weekly execution.

Kerry Curran, RBMA (21:26.318)
Definitely. Thank you for sharing your expertise. How can listeners find you?

Virginie Glaenzer, Frac. CMO (21:47.764)
I’m an open book. If you Google my name, you’ll find me. I’m on LinkedIn and, less frequently, on Twitter. You can also visit acornoak.net or techcxo.com.

Kerry Curran, RBMA (22:09.494)
Excellent. I’ll include those links in the show notes. Virginie, thank you so much for sharing your story. We’ve all learned a lot today.

Virginie Glaenzer, Frac. CMO (22:18.764)
Thank you, Kerry. I appreciate the opportunity.

Thanks for tuning in to Revenue Boost: A Marketing Podcast. If this episode sparked a new idea or perspective, be sure to follow the show and leave us a quick review. It helps us grow and keeps the insights coming.

And if you’re ready to explore what fractional leadership could look like inside your business, head to revenuebasedmarketing.com for more expert strategies, CMO resources, and growth frameworks.

Until next time, keep leading with impact. We’ll see you soon.

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