Fractional GTM Manager vs GTM Agency: Which Should You Hire?

Choosing between a fractional GTM manager and a GTM agency depends on your internal resources, budget, and strategic needs. Here's a comprehensive comparison to help you decide.

What Are They?

Fractional GTM Manager

A part-time strategic leader (typically fractional CMO/VP Marketing level):

10-30 hours/week commitment
Sets GTM strategy and direction
Manages internal team
Makes strategic decisions
Reports directly to founder/CEO
Cost: $3K-$15K/month

GTM Agency

Full-service execution team:

Dedicated team assigned to your account
Strategy + execution combined
Project-based or retained engagement
Execute campaigns directly
Report on metrics and results
Cost: $10K-$100K+/month

Key Differences

| Factor | Fractional Manager | GTM Agency | |--------|-------------------|-----------| | Strategic Focus | Yes, heavy | Yes, but less | | Execution | Manages internal team | Executes directly | | Full-time Equivalent | 0.25-0.75 FTE | 2-10+ FTE | | Decision Making | High authority | Limited authority | | Cost | $3K-$15K | $10K-$100K+ | | Commitment | Usually flexible | Usually 3-6+ months | | Learning Transfer | High | Medium | | Speed to Results | Medium | Fast | | Scalability | Limited | High |

When to Hire a Fractional GTM Manager

A fractional manager is right when:

You have an internal marketing/sales team that needs leadership
You need strategic direction and experienced guidance
Limited budget ($3K-$15K/month)
You want to build in-house capability over time
Long-term partnership (6-24+ months)
You're post-PMF and need scaling strategy

When to Hire a GTM Agency

An agency is right when:

You lack internal execution team
You need fast results
You want hands-on campaign execution
Higher budget available ($15K-$100K+)
Specific project or campaign focus
You need specialized expertise quickly
You want to learn by observing professionals

Cost Comparison

| Model | Monthly Cost | Hourly Rate | Commitment | |-------|-------------|-------------|-----------| | Fractional Manager | $3K-$15K | $150-$250/hr | 3-12 months | | Agency (execution) | $15K-$50K | $150-$300/hr | 3-6 months | | Agency (full-service) | $50K-$100K+ | $200-$500/hr | 6-12+ months | | In-house hire | $10K-$20K | $50-$100/hr | Permanent |

Hybrid Approach

Many companies combine both strategies for optimal results:

Fractional manager: Sets strategy, manages overall direction
Agency: Executes specific campaigns or channels
Internal team: Handles day-to-day execution

This hybrid model gives you strategic leadership while also getting specialized execution support.

Which Has Better ROI?

Fractional Manager = Better Long-term ROI

Lower ongoing cost
Builds internal capability
Creates strategic foundation
Develops long-term partnership
Knowledge stays in-house

Agency = Better Short-term ROI

Faster results and execution
Immediate team capacity
No need to onboard team
Specialist expertise available now
Proven playbooks and processes

Recommendation

Hire a fractional manager if you want to build scaling strategy and have an internal team to manage. Hire an agency if you need fast execution and don't have internal resources.

Best setup: Fractional manager for strategy + agency for specialized execution. This combination gives you experienced leadership while ensuring campaigns get executed at scale.