Recently, the term “fractional CMO” – FCMO – has been gaining traction in the marketing industry. Simply put, a fractional CMO, or FCMO, is an outsourced role where an organisation hires an external expert to helm the role of the CMO without having to commit to the cost of a full-time one.

This has seen the recent launch of Fractional by a collective of Southeast Asia-based chief marketing officers. Fractional is a new operator model with the goal of solving the marketing leadership gap in hyper-growth companies.

If a CEO is serious about customer-centric growth beyond the current financial year, they will need someone who can identify and connect the dots between the gaps and opportunities, both internally and externally, according to Shufen Goh, co-founder and principal at R3.

Read the full article on Marketing-Interactive here.