When an agency may fit
An agency can be appropriate when the business knows what needs doing and needs specialist delivery: for example, a website, paid campaign or creative production. Some agencies also provide strategy, so assess the actual scope rather than the label.
Ask who sets the commercial objectives, approves the work and evaluates whether it is useful. If that responsibility remains unclear, adding suppliers can leave the leadership gap unresolved.
When fractional leadership may fit
Consider a fractional director when a senior person needs to connect the plan, sales priorities, budgets and delivery teams, but a full-time director is not the right commitment. Agree the level of authority, time available and access to decision-makers.
This arrangement still requires people and budget to execute the plan. It should not be assumed that one retained person will personally perform every specialist discipline.
When a permanent hire may fit
A permanent role can be appropriate where the ongoing workload and team responsibilities justify it. Clarify whether the business needs a director, a manager or delivery capacity; these are different briefs.
Compare total responsibilities and support needs, rather than making a simple fee-versus-salary comparison. Recruitment, management, tools and external specialist support may all affect the decision. No universal cost saving is assumed here.
Use the same questions for every option
Ask each option to explain what they own, what they deliver, what remains with your team and how progress is reviewed. Request relevant examples and understand who actually did the work.
A discovery engagement can help define the need before a longer commitment. EF Consulting provides strategy, fractional leadership and coordinated implementation; the right combination follows the business situation.
Context and further reading
Prepared by EF Consulting from the service scope and planning approach described on this website.
Fractional Marketing Director: scope and approach →