If you’re a founder or exec at a growing consumer products or food or beverage brand, you’ve probably wrestled with this question.

You know you need marketing help — but do you start with a strategic leader who sets direction, or go straight to an agency to get campaigns running?

The truth is, the order matters. Get it right and you save money, time, and headaches. Get it wrong and you risk burning budget on campaigns that don’t convert or building brand assets that don’t support your long-term goals.

The Problem With Jumping to Agencies

Agencies are great at what they do — but they sell what they make: campaigns, ads, packaging, social content.

If your brand positioning isn’t clear yet, you’re paying them to execute on a shaky foundation — which usually leads to underperforming campaigns and wasted spend.

We’ve seen brands spend tens of thousands on media only to realize later that their message wasn’t resonating, or that they were driving trial but not repeat because the product positioning wasn’t right.

What a Fractional CMO Brings First

A Fractional CMO starts with strategy:

Clarifies Brand Positioning – Makes sure your brand answers “Why me?” and “Why now?” in the marketplace.
Sets the Right KPIs – Aligns everyone on what success looks like — velocity, repeat purchase, distribution, and other meaningful measures.
Selects & Manages Agencies – Chooses the right partners for the job and ensures they’re focused on the highest-impact projects.

Most importantly, a Fractional CMO speaks the agency language.

With decades of experience managing creative, media, and design agencies, we know how to write clear briefs, keep scopes tight, avoid scope creep, and hold partners accountable. This keeps agencies focused on the right work, avoids costly mistakes, and ensures that every dollar you spend is driving growth — not just activity.

When to Call an Agency First

There are times when going agency-first makes sense — for example:

Your positioning and strategy are already locked.
You just need additional bandwidth or creative execution.
You’re doing a quick-turn campaign or design project.

But even then, a short strategic consult with a Fractional CMO can help you avoid expensive do-overs later.

How They Work Together

The best results happen when you get the order right:

Strategy → Brief → Execution.

Think of the Fractional CMO as the conductor of the orchestra — turning multiple agency “musicians” into a cohesive performance that drives growth.

A Real-World Example

One of our clients hired a branding agency to do a full brand redesign.

Halfway through, they felt completely lost — they weren’t sure they were receiving what they needed and there was risk of timelines slipping and a growing sense of doubt in their choice.

That’s when they brought us in. We stepped in as the Marketing Advisors, to look over the shoulders of the agency and represent the brand. We clarified the strategy, validated the briefs, and put in place the testing methodologies needed to re-instill confidence.

The result: a clear, consumer-validated, cohesive redesign that aligned with the brand’s business objectives — delivered on time and without blowing the budget.

Get the Order Right

Hiring your first marketing partner is a big decision. Get the order right and you’ll save money, time, and frustration — and set yourself up for growth that actually sticks.

Learn More or Schedule a No-Pressure Consultation

Curious if a Fractional CMO might be right for your brand?
Learn about Atomos and the Fractional CMO services.

Ready to chat?
Book a free 30-minute consultation to discuss your marketing goals, ask questions, and see if átomos could be the right fit.

Should I Hire a Fractional CMO or an Agency First?