Hi friends - Happy Father’s Day to all the dads out there! 😎 

We’re in a ‘fractional GTM exec’ content sprint right now. So far we’ve covered -

• What do fractional GTM execs actually do?

• The Fractional vs Full-time Decision (part 1)

In part 1 of The Fractional vs Full-time Decision, we focused on a lot of the quantitative aspects of the evaluation. In part 2 this week, we’ll examine some of the qualitative aspects that are equally as important to consider.

Let’s do it.

The Fractional vs Full-time Decision (part 2)

The easiest way I can explain this is through a good ole’ pros and cons list.

Pros and Cons of a Fractional GTM Exec

Pros

1. Speed to value - Fractional execs are pros at moving from ‘discovery’ to ‘action’ - significantly faster than full-time hires.

    

   Not because we’re necessarily smarter, but because we’ve had more reps and it’s a requirement. You can’t take 3-4 months to ‘learn’ a new clients business if the whole engagement is short-term as it is. You need to get that done in 30 days or less and get moving.

    

2. Entrepreneurial mindset & skill set - Fractional execs are solopreneurs. They are inherently more entrepreneurial - both in terms of their mindset and their skill set.

    

   We are running our own businesses meaning we had to figure out our legal structure, contracts, invoicing, taxes, website, marketing…and the list goes on.

    

   We know firsthand what it’s like to be a founder and we’ve developed the skills to survive because we had to. It’s a different kind of empathy and resourcefulness than you’ll find in a full-time W2 person - full stop.

    

3. Accelerated expertise - While a full-time GTM hire experiences 1 company over 2-5 years, we work with 3-5 clients simultaneously, for a total of 8-10+ annually. That means we've analyzed, experienced, observed, and tested GTM across 16-50 companies in the same timeframe.

    

   More reps = faster pattern recognition. We've usually seen what works (and what spectacularly fails) across dozens of business models, team structures, and market conditions.

    

4. Real-time market intelligence across similar companies - We’re simultaneously working with multiple companies at similar growth stages, often selling to the same buyer profiles. We are seeing real-time data across companies facing near identical challenges.
    
   This cross-pollination of insights lets me spot patterns and opportunities that someone embedded in a single organization simply can't see firsthand.

    

5. Less politics = more direct and honest feedback - Since we aren’t invested for the long-run, we don’t have to play politics as much. We can deliver radical candor (which you may really need). We have more objectivity as ‘outsiders’.

    

6. Less risk - If it’s not working out…it’s way easier to eject a fractional person (1099) than it is a full-time person. Way less legal and financial risk from an HR perspective. And less cultural or personnelle risk - your team always knew this wasn’t a permanent addition to the team.

Cons

1. Context switching costs - It’s important for us not to spread ourselves too thin (too many clients), because then there are very real switching costs. Context switching too frequently can erode impact or performance (or both).

    

2. Limited availability - Since you aren’t our only client, we’re not always immediately available to you. Again, if we aren’t servicing too many clients this shouldn’t be a huge issue…but it’s not the same availability you can expect from a full-time hire 100% dedicated to your business.

    

3. Less accountability for results (long term)- Of course we want (and need) to deliver results for our clients - it’s essential for our professional reputation and survival.

    

   But since we’re only around for a limited time and some GTM investments naturally require more time to materialize, we’re less accountable (and honestly have less control over) long term results.

Pros and Cons of a Full-time GTM Exec

Pros

1. Complete dedication - A resource that is 100% dedicated to and focused on your business and only your business.

    

   Generally with more frequent interaction or collaboration with other departments that can lead to better integrated strategies and smoother execution.

    

2. Long-term investment & accountability - Of course nothing is guaranteed, even with a full-time hire. They could leave voluntarily or involuntarily for a variety of reasons…but in the best case they’d be with you for 3-5 years (or longer).

    

   Their comp package likely includes equity that incentivizes more strategic commitment to your business and long-term outcomes.

Cons

1. Cost - If you don’t yet need a full-time resource…it can be a significant cost burden to recruit and retain a c-suite executive.

    

   So you’ll significantly increase your burn rate…and may not see meaningful impact or ROI for quite a while. Not necessarily because the person isn’t ‘good’ but because if you don’t truly need that level of seniority yet…it just won’t move the needle fast enough.

    

2. Tactical execution experience (or willingness) - A lot of times senior level talent from other organizations hasn’t had to do the ‘grunt work’ in a while (if ever).

    

   They often had a bigger team or budget supporting them. So many of them aren’t equipped to do the tactical stuff OR aren’t willing…it’s ‘beneath’ them.

    

   Nothing is more frustrating as an early stage founder who is doing ALL the dirty work while being CEO. If you’re not above being the janitor and intern sometimes….why are they?

Bottom line…

People are way less predictable than software - always. But what they lack in predictability they make up for in creativity and humanity that is absolutely required for go-to-market success.

Regardless of whether they are fractional or full-time - people are humans with emotions and flaws and sometimes unexpected life events.

There is no perfect answer or perfect person.

BUT hopefully last week’s article + this week’s helps you evaluate your needs and the pros and cons of the decision (generally). And make the highest probability ‘right’ decision for your business.

See ya next week!

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The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.

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