Most companies looking for a fractional CMO don't know where to find good ones. They post on LinkedIn, get 50 applicants, can't tell good from bad, and pick badly. Here's the practical guide.
Best sources: targeted referrals from VCs/founders in your network (highest quality), fractional executive networks (Chief Outsiders, BoldBeyondGroup, Treetop's network), LinkedIn search with specific criteria, peer recommendations. Worst sources: open job boards (signal-to-noise too low). Vetting: focus on outcomes, not titles. Reference check is non-negotiable.
Five sources ranked by quality:
1. Targeted referrals. Ask VCs, board members, founder peers who specifically they recommend. Best signal-to-noise.
2. Fractional executive networks. Chief Outsiders, BoldBeyondGroup, etc. Vetted, but expensive (network adds 20-30% to retainer).
3. LinkedIn search. Filter for 'fractional CMO' + your industry. Lots of options; lots of noise.
4. Peer recommendations. Ask CEOs/CMOs in your network who they've used.
5. Open job boards. Last resort. Volume is high; quality varies wildly.
Five criteria:
1. Outcomes, not titles. What specific results did they drive at past companies? Get numbers.
2. Industry fit. Have they worked in your industry, or do they have transferable patterns?
3. Stage fit. $1M-$5M ARR is different than $10M-$50M ARR. Match.
4. Operating style. Do they execute or just advise? You probably need both, but verify.
5. Time and commitment. Are they overcommitted across too many fractional engagements?
Six questions that surface fit:
1. 'Walk me through a specific company you worked with. What was the situation, what did you do, what was the outcome?'
2. 'What's your typical engagement structure — hours per week, length of commitment?'
3. 'How many other companies are you currently engaged with?' (4+ is a yellow flag)
4. 'What would you NOT take on?'
5. 'How do you handle disagreement with the CEO?'
6. 'What would you need from me to make this engagement succeed?'
Five things that should disqualify:
1. Generic case studies. If they can't talk specifically about outcomes, the outcomes don't exist.
2. Too many concurrent engagements. Above 4-5 is a quality risk.
3. Avoidance of reference checks. Real operators welcome reference calls.
4. 'I do everything for everyone.' Senior operators have opinions about fit. Generalists are usually junior.
5. Pricing that's wildly out of line (either way). Real fractional CMO work runs $8K-$25K/month.
Non-negotiable. Ask: 'Would you hire them again?' (look for an immediate yes), 'What did they not do well?' (everyone has weaknesses; the answer reveals self-awareness), 'How was the relationship at the end of the engagement?' (clean exits matter).
Standard fractional CMO engagement: 1-2 days/week, 12-18 month commitment, $10K-$25K/month retainer, 30-day notice termination. Avoid: hourly billing (creates wrong incentives), shorter than 6-month commitments (not enough time for compounding work), 'pay for performance' structures (transfer risk inappropriately).