Fractional CMO Private Equity: Your Solution to Strategic Marketing

Private equity firms have traditionally relied on networking and personal contacts for their marketing efforts. However, the landscape is shifting, and these companies are now embracing innovative tools and strategies that can significantly impact their ability to forge new partnerships.

How can B2B fractional CMO services drive the marketing success for private equity firm portfolio companies? And what sets them apart from other marketing providers?

What is a Fractional Chief Marketing Officer for Private Equity?

A Fractional Chief Marketing Officer (CMO) for Private Equity offers the high-level expertise of a C-suite executive without the need for a full-time commitment. This role is particularly valuable for private equity firm portfolio companies looking to enhance their marketing strategies while maintaining flexibility and cost-efficiency. 

Unlike marketing agencies or contractors, a Fractional CMO brings a unique blend of experience, fresh perspectives, proven roadmap, and deep industry knowledge, making them an ideal choice for firms seeking impactful and sustainable growth.

Aspect	Fractional CMO	Full-time CMO	Marketing Agency	Marketing Contractor
What They Bring to the Table	C-suite expertise with the flexibility of a part-time partner, offering strategic vision without full-time commitment	Full-time dedication for both strategic and operational tasks	A team of specialists providing a range of marketing services	A specialist offering strategic advice but with limited scope compared to a C-suite officer
Engagement Models	Acts as a strategic advisor, crafting strategies for your in-house team to implement	Works within the company, handling strategy and daily operations	An external team that collaborates with your team as needed	Provides insights and strategies for your team to implement
Cost	CMO-level impact at a fraction of the cost. Flexible budget options based on your needs	Full-time salary (plus equity, pension, health insurance, incentives, and more)	Monthly/contract fees depending on the scope of services	Per-project fees that can vary depending on the strategies developed
Expertise	Extensive experience with a proven track record, bringing fresh perspectives from managing multiple projects	Proven track record with years of experience, dedicated to your company	A team of specialists, each with expertise in specific areas	Proficient in specific areas but may lack the comprehensive experience of a C-suite officer

What to expect: Main responsibilities of a Fractional CMO for Private Equity

Unique challenges, unique solutions

Find out why you should hire a fractional CMO to create a marketing strategy for your Private Equity firm:

Private equity common marketing challenges	How can I help as an outsourced CMO
Inconsistent branding and market positioning	Developing a cohesive brand strategy Creating consistent messaging and visual identity across all portfolio companies Enhancing the firm’s overall perception and recognition
Limited marketing expertise within portfolio companies	Helping portfolio companies develop effective marketing strategies and campaigns Training internal teams, implementing best practices, and leveraging industry insights to improve marketing performance
Difficulty in attracting high-quality deal flow	Enhancing the firm's visibility and reputation in the market through targeted marketing efforts Promoting thought leadership content, digital marketing, and participation in industry events
Ineffective investor communication and relations	Developing and managing comprehensive communication strategies, including regular updates, newsletters, and performance reports, to keep investors informed and engaged
High marketing costs with limited results	Assessing and optimizing marketing budgets, ensuring cost-effective use of resources. Prioritizing high-impact activities and eliminating waste to maximize the ROI of marketing expenditures.
Lack of innovation in marketing approaches	Bringing fresh perspectives and innovative marketing strategies to the table, helping the firm and its portfolio companies stay ahead of industry trends and competitors Exploring new marketing channels, technologies, and tactics to reach and engage target audiences effectively

💡Hire a fractional CMO who is not only a marketing expert, but also specializes in your specific industry to achieve top results. At CBM Group, we specialize in fractional CMO services for healthcare companies.

 From process to success: 7 keys to a winning marketing strategy

Learn more about how we can start your marketing plan and lead it to success.

1. Target audience identification
2. Value proposition development
3. Brand positioning and messaging
4. Investor relations and communications
5. Networking and relationship-building
6. Deal sourcing and outreach
7. Compliance and regulatory considerations

Case Studies: How I helped my partners

• Scaled Revenue Growth: Led a $40M point-of-care diagnostics company to increase their revenue to $100M in just 3 years by strategically marketing their software product.

• Global Rebranding and Expansion: Successfully rebranded and repositioned a leading data provider, enabling them to relaunch services across 5 continents, acquire over 10 smaller companies, and achieve the 6th largest IPO of the year.

• Doubling Revenue Through Strategic Marketing: Built a comprehensive marketing engine for a medical diagnostics company, resulting in a doubling of their revenue within 36 months.

Colleen Burns

Colleen M. Burns is an accomplished Executive Commercial Leader with over 25 years of experience in Healthcare and Technology. Holding a BA from University of Notre Dame and a Master's in Organizational Psychology from Columbia University, Colleen has successfully driven growth and market penetration for life sciences, medical devices, diagnostics, and healthcare technology organizations. She excels in building scalable marketing and business development infrastructures, leading strategic initiatives, and mentoring teams.