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Fractional CMO services — bringing in an industry leader, or even someone with exemplary experience, on a part-time basis — have already taken off for our Coastal Elite friends.
In a business market of layoffs, start-ups with very carefully planned budgets, and VCs that want the best outcomes for lower than full-time dollar engagement — the idea of a contract-based marketing leader that you can bring in without the headaches of FTE? Sign me up.
This is often a way of bringing in fresh ideas rapidly. You bring in someone who has the expertise, tons of experience, and a process that is set up for your business to just… follow.
For some reason, companies in the Midwest are slow to adopt this approach, while their coastal counterparts are already taking advantage of the opportunity.
I’d like to explore why.
You have to keep in mind, I thought we were doing something wrong at first.
Don’t get me wrong we’ve had decent success providing Fractional CMO and COO services to our customers across the US, however the Midwest seems to struggle at the idea.
We’d found ourselves in a knowledge gap where even if the idea made sense to the customer, we spent immense budget educating them so they could get the most value out of our relationship.
This gap isn’t just about geography. It comes down to differences in culture, spending habits, and how each region approaches leadership and strategy.
I’ll dive into what I think this boils down to, and see if we can’t establish a few takeaways that will help
In my experience, midwestern business owners seem to value tradition, consistency, and stability — especially among family-owned or legacy businesses.
Hiring a fractional CMO, someone who might only work part-time and juggle other clients, can feel like a gamble for these customers. It seems like you’re sharing too much of their capacity — especially for our Midwestern counterparts that expect full-throttle, minimum 50+ hour weeks to get results. For them it is hard to conceive of a world where they’d even be able to get results for less than full-time effort, being fully embedded into the team.
On the coasts, where startups and fast-paced enterprises thrive, disruption is a feature, and fractional leadership allows businesses to bring in experts for each need. Businesses are wired to experiment and pivot quickly.
While this is not always the case, every role you hire has a specific area they excel at. Take for instance an M&A Lawyer, I probably wouldn’t hire the same lawyer to help with a family adoption.
I’ve had the pleasure of meeting fractional marketing leaders who specialize in tech interruption, legacy manufacturing, energy, app adoption, and so on.
On the coasts, and in larger cities, they seem to get this concept — but it seems counter-intuitive for our Midwestern business owners.
East and West Coast companies are plugged into ecosystems teeming with innovation — venture capital, tech accelerators, and new business models are always at play. Fractional roles aren’t new to them because they’re already part of the larger trend toward agility in leadership.
Many would say that this concept of fractionality came from economic uncertainty and the “gig” economy. Basically, the idea that all the best talent works for themselves would prevent me from hiring someone of extraordinary value — so we grab as much of their time as possible.
These changes happen quick to suit the very fast-changing tech culture and financial industries that are often represented on the coasts.
Meanwhile, the Midwest can feel isolated from these trends. Cities like Chicago and Minneapolis can be exceptions at times, but many businesses in smaller markets don’t encounter recessionary symptoms as quickly, or trends as often, and sometimes seem completely detached from the reality of what is going on in the rest of the world.
Now if you’re in the Midwest you may think I’m down on what we have here. As an Oklahoman, I have to say there are so many positives to this insulary layout, but it also has its downsides.
If no one in their network is using a fractional CMO, they hesitate to try it.
They need to see it work first.
Without local success stories, these companies stick with what they know.
The Midwest’s reputation for fiscal conservatism is well-earned. Businesses here want to stretch every dollar and often prefer hiring full-time employees they can manage in-house. The idea of paying premium rates for a part-time CMO can feel like an extravagance. Their thinking is: If I’m spending this kind of money, I need someone fully focused on my company.
Coastal companies take a different approach. They treat budgets as strategic tools, investing in the right talent for specific needs. A fractional CMO is less about cutting costs and more about getting the best expertise at the right time. These companies understand that sometimes the smartest investments aren’t about hours worked but outcomes achieved.
In-person relationships matter in the Midwest. Many businesses believe leadership must be present in the office to be effective. The idea of hiring a CMO who works remotely or on a limited basis can feel disconnected — there’s concern about whether someone juggling multiple clients will truly understand the company’s culture and goals.
Coastal companies, on the other hand, are used to remote work. For them, leadership isn’t about physical presence but about results. They’re comfortable with a fractional CMO who shows up for key meetings, collaborates remotely, and delivers outcomes on demand. They know the value lies in strategy and execution — not just in being physically present at a desk.
The belief that executive leadership must be full-time runs deep in the Midwest. Business owners often assume that unless a CMO is dedicated solely to their company, they won’t deliver the same level of insight or commitment. There’s a fear that fractional leadership is a compromise rather than a smart strategy.
Coastal businesses don’t share this mindset. They understand that great leaders aren’t defined by the number of hours they clock in — they’re defined by their ability to create impact. As Jim Collins emphasizes in Good to Great, great leadership isn’t about micromanaging every detail but about fostering disciplined thought and disciplined action to achieve meaningful results. Fractional CMOs embody this principle, and allow you as the leader of your business to simply “get the right people in the right seats on the bus”. They are brought in to solve specific challenges — whether scaling marketing, rebranding, or launching a new product — and once those objectives are achieved, the engagement can pivot or wind down, ensuring efficient use of resources.
Many Midwest companies focus on execution, often prioritizing hiring specialists — like social media managers or digital marketers — who can manage tactical tasks.
While we would agree in some ways, execution alone, without incredible strategy, is pointless. You can execute, but for what agenda, if you don’t have clear direction.
This can lead to a narrow view of marketing, where strategy takes a back seat to operational efficiency.
On the coasts, businesses understand that strategy drives execution. They know that without a solid plan, even the best execution won’t move the needle. A fractional CMO provides the high-level leadership to align marketing efforts with broader business goals, ensuring that every campaign and tactic contributes to long-term growth.
A common mindset in the Midwest is: If it’s working, why change it? This risk-averse approach keeps companies comfortable but can also leave them stagnant. Even if marketing efforts could use improvement, many businesses avoid trying new models like fractional leadership, fearing the uncertainty that comes with change.
Coastal companies take a different view. They know that clinging to what worked yesterday can be riskier than trying something new. Fractional CMOs allow them to stay nimble, experiment with new strategies, and pivot quickly if needed — without overcommitting resources.
Many Midwest businesses are led by seasoned owners who built their companies through grit, relationships, and hustle — not data-driven marketing strategies. For these leaders, hiring a CMO — fractional or not — can seem unnecessary. Decision-making is often slow, and leadership teams may resist adopting practices they don’t fully understand.
On the coasts, leadership tends to skew younger and more open to modern business practices. These companies understand that marketing isn’t just about running ads — it’s about strategy, branding, and long-term positioning. They see fractional CMOs as valuable partners in staying competitive and relevant.
The Midwest’s hesitation to adopt fractional CMO services boils down to mindset. While coastal companies thrive on flexibility, strategy, and innovation, Midwest businesses lean toward stability, control, and traditional approaches. This resistance to change limits their ability to capitalize on the benefits of fractional leadership models.
To bridge the gap, Midwest companies need to rethink how they approach leadership. Not every role requires a full-time hire — fractional CMOs bring high-impact solutions without the long-term commitment. As more companies in the region embrace this approach and share their success stories, others will follow.
Fractional CMO services aren’t just a coastal trend — they’re a strategic way to stay competitive. The sooner Midwest businesses realize this, the better positioned they’ll be to navigate an evolving market.
By adopting these lessons, Midwest businesses can unlock the same competitive edge that coastal companies already enjoy — and ensure their marketing efforts are ready for the future. I’d love to chat with you more about this if you’re curious. Reach out to me at jon@animusdigital.co to start the conversation or reach out on Twitter.
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