Consultant, Fractional, or Part-Time? Breaking Down the Difference
It’s hard to believe that I’ve been working as a Fractional Marketing Director for nearly two years now. The time has absolutely flown and it’s been an interesting journey moving from traditional employment to freelancer.
At first, I referred to myself as a Consultant as it was a familiar term but as I began to explain to others what my offering was they commented; “Oh, you’re a Fractional Marketer” and I then hit Google to see what that meant! What I have found and experienced since is that while these terms are often used interchangeably, the differences are vital for business owners to understand.
Fractional vs Consultant: Strategy vs Execution
The term ‘Fractional’ has exploded recently. I often see people using it to bridge the gap between employment in full-time positions or simply because it sounds trendier than consulting.
The difference as I see it is that a consultant tells you what to do whereas a fractional explains what needs to be done and then does it for you. A Consultant will audit your processes, deliver a strategy and presentation and then hand over the reins for you to implement, checking in on progress as you go.
A Fractional expert will still complete the audit, deliver the strategy and a presentation but will then implement the action plan. I typically work with smaller companies who have little to no in-house Marketing team. They either do not have the expertise within their teams or lack time/resource to step away from the da-to-day in order to change direction.
Whether you need a Consultant or a Fractional expert depends entirely on your business position and resources. Both can work equally well.
Fractional vs Part-time
I’ve also been approached by companies to work with them as a Fractional Consultant working 1-2 set days a week from their office location. This is not Fractional working, this is a part-time contract and it could be in breach of IR35 regulations if used long-term. The beauty of the Fractional model lies in its flexibility and focus on results over presenteeism.
I typically will spend 1-2 days a month on a specific client but this is focused, high impact time. My clients only pay for the momentum I create and not for time spent waiting on emails/approvals etc.
What does your business need?
No model is better than the other, it all depends on your business size and objectives.
Need a high-level audit? Hire a Consultant
Need a pair of hands for 20 hours a week? Hire a part-timer
Need a leader to own the marketing function and drive results? Hire a Fractional
For me, this isn’t a bridge to a full-time position. This is my full-time position but working for multiple clients at a time. I enjoy meeting new teams, applying knowledge to new industries and continuous learning by staying up to date with the latest technologies and tactics.
The last two years have proven that the Fractional approach can be a cost-effective and beneficial way to bring Marketing to the forefront of your business. Whether its trendy or not, the Fractional model is here to stay.
