Most mid-sized European brands are not ready for a full-time CMO. What they need is experienced marketing leadership that drives outcomes. Too often, companies over invest in permanent hires, then wait too long for impact.
Outsourcing the CMO function delivers senior capability without the delay or overhead. It is not a workaround. It is just better business.
While this is already a major trend across North America and the UK, many European brands remain slow to adapt. The model offers speed, flexibility, and commercial precision, yet it is still underutilised on the continent. That lag represents an opportunity for ambitious founders and investors willing to do things differently.
Strategy First, Not Eventually
Hiring a CMO is slow. Recruitment takes months. Onboarding takes more. During that time, teams drift, agencies operate without direction, and growth stalls.
Harvard Business Review points to a structural issue. CMOs are often hired with high expectations but unclear authority. McKinsey adds that few organisations define the role enough for it to succeed.
An experienced Outsourced CMO brings clarity from day one. They assess quickly, prioritise the right levers, and give teams a direction that matches business goals.
Avoiding the Expensive Wrong Hire
Hiring a full-time CMO is a high-cost, high-risk move. For a brand in the €10 million to €50 million range, that money can be better spent elsewhere.
Gartner reports that marketing leaders are now expected to do more with tighter budgets. Businesses are moving away from large fixed costs and toward models that match output to value.
A Fractional CMO offers exactly that. You get strategic leadership without long-term commitment. As an external hire, they focus on delivering results as fast as possible.Â
Agencies Are Not a Strategy
When internal marketing leadership is missing, agencies fill the gap. That leads to reactive campaigns, scattered messaging, and budget waste.
Forrester found that most marketing teams are overloaded with tactical work and underpowered in strategy. Without someone senior to set direction, performance drifts.
A Remote CMO fixes this. They lead the thinking, define what success looks like, and bring accountability across all partners. In addition to allowing you to tap into a recruitment pool far beyond your local area.Â
Flexibility Is a Smarter Structure
Your business will not need the same marketing setup every quarter. You might be growing into new markets, rethinking positioning, or preparing for exit. A fixed leadership cost can become a drag.
The fractional model lets you scale leadership with your business. An Outsourced CMO gives you senior input when and where you need it, without adding headcount or slowing decisions.
Conclusion
If your strategy lacks focus, your agency spend is unclear, or your growth has plateaued, a permanent hire may not be the fix.
A Remote CMO or Fractional CMO gives you fast, focused leadership with clear commercial intent. They bring structure, simplify decision-making, and help the business move faster.
That is what marketing leadership should look like.
