As businesses face new and more complex challenges to drive their next phase of growth, fractional leadership is reshaping how organizations strike while the iron is hot, delivering high-impact guidance exactly when and where it’s needed most.
Fractional leadership is emerging as an answer to the need for creative solutions, flexibility, and strategic transformations at the right moments to keep pace. Fractional leadership, where top-tier executives are brought on board on a part-time or contract basis, not only provides the much-needed agility companies today need, but helps them steer through the rapid change, economic volatility, and demand for adaptability that have defined our new normal.
More and more leaders who have held traditional, full-time CxO roles are seeing the benefit of fractional work. David Berkowitz, a serial founder and marketing leader with two full-time CxO roles and now, several fractional CMO roles, has been on both sides of the table. With his experience, he’s paving the way for companies to evaluate the need for a fractional leader, as well as helping leaders assess if it's a good path forward for them.
Years ago, the concept of a part-time CxO would have seemed unconventional, if not impractical. Traditionally, executive roles were perceived as full-time commitments requiring unwavering dedication and continuous oversight over several moving parts of a company. However, as the business landscape became more complex than we’ve ever seen, the profile for the “bullseye” candidate with specialized expertise and nuanced skills became harder to find.
“Full-time CxO leadership is a lot like a traditional marriage when you think about it. It’s a serious commitment for both parties that can have a lot of impact. That being said, it’s not for everyone and it doesn’t always work out.
- David Berkowitz, Founder of FOAF.pro |
In a recent Hunt Club study, which surveyed over 500 professionals ranging from Directors to C-suite executives across early-stage startups and mature enterprises, it was revealed that 56% of companies expressed a lack of confidence in their ability to scope, vet, and hire transformational leaders with the skills necessary to drive their company’s next phase of growth. At the same time, 69% of companies felt they lacked the know-how to structure their teams effectively, including defining leadership roles, aligning with strategy, and establishing organizational hierarchy.
To better understand what fractional leadership looks like tactically, we spoke with David Berkowitz, Founder of FOAF.pro, a network specializing in fractional CxO roles. As an experienced B2B Corporate Marketing leader who left the world of full-time executive roles for a fractional model, Berkowitz offers a unique and relevant perspective on the transition. Today, he provides high-level executive guidance and connects other seasoned professionals with organizations needing specialized leadership, at a fraction.
Berkowitz’s journey into fractional leadership began almost by accident. Like many of us, he adapted to a business landscape that seemed to change its flavor with each passing year. What started as a pragmatic response to a volatile job market evolved into the new direction of fractional leadership.
“Our default is to go full-time, right? I did that for much of my career, and every year felt like it had a very distinct flavor or chapter,” Berkowitz shares. “They were almost like story arcs, and all these different chapters made me start to realize that fractional work is as viable, if not more viable than trying to make something work in-house.”
Later, an important conversation with a colleague pointed out the advantages of building his own book of business and revealed that fractional work offered more stability and control than the constant reinvention required in the job market at the time.
This feeling was later cemented when a startup founder invited Berkowitz to join an advisory board, which led to other multiple engagements that spanned years. Through these experiences, Berkowitz discovered that fractional leadership not only offered flexibility but also provided the opportunity to craft a dynamic career with diverse, meaningful impact—a modern-day answer to the shifting needs of today’s business world.
Your organization might be navigating a crucial transformation or gearing up for one. Across board rooms, conversations are happening about budget, new investments, and team dynamics. One key consideration is that of leadership and whether or not the right executive is in seat.
Is fractional leadership the right fit for your organization? Here’s a breakdown of the top benefits and drawbacks:
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1. Focus“The first F is Focus,” Berkowitz shares. “Getting someone with the very specific expertise you need with minimal wasted hours is one of the key benefits to this type of leadership.” |
2. FluencyWith fractional leadership, companies have the advantage of handpicking an expert who truly speaks their language. Whether it's industry insights or company culture, finding someone who inherently "gets it" ensures smoother communication and faster results. |
3. FlexibilityFractional leadership offers the ultimate flexibility, allowing businesses to scale goals, initiatives, or even leadership teams up or down as needs evolve. This adaptability ensures organizations are never stuck with more—or less—than they need. |
4. FeasibilityWith fractional leadership, businesses can drive maximum value by paying for some of a fractional leader’s time, but 100% of their experience. According to Berkowitz, “You don’t always need someone for the full 2,080 hours a year of a full-time position. Sometimes 1,000 hours of problem-solving is all you need. There are so many ways to get creative about this. You can even split the 1,000 hours among five fractional leaders, each contributing 200 hours, ensuring you pay for exactly what you need, and leveraging a diverse array of ideas and voices.” |
5. FunFractional leaders are selective about where they invest their time, often choosing projects they’re genuinely passionate and excited about. This mutual enthusiasm can lead to more engaging and productive partnerships, free from the pressure of a full-time commitment. “Businesses get the benefit of finding leaders who are fully on board and passionate about what the business does, because they were chosen,” says Berkowitz. |
BERKOWITZ'S FOOD FOR THOUGHT“Are you hiring a full-time leader because it’s the traditional way of doing things? Or are you doing it because this is the right decision?” |
Nothing in today’s business world is without its drawbacks. While Berkowitz advocates for the benefits of fractional leadership, he recognizes that it can also present challenges such as a potential lack of continuity, integration difficulties with existing teams, and the need for clear alignment on expectations.
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1. Lack of Full Coverage During Mission-Critical TimesWhen you’re scaling from 5 to 20 to 100 employees, the decision of who to bring on board and when can be anything but clear-cut. “Do you prioritize building out HR, finance, or another department first?” Berkowitz asks. “Sometimes, during these growing pains, you simply need someone who can cover the full spectrum and be there consistently.” |
2. A Creeping Scope Amidst a Time BudgetFractional leadership offers flexibility, but it’s not necessarily unlimited. While they offer adaptability, the scope of work can easily outpace the time budget. A full-time leader (while not as flexible) may provide a more predictable baseline and is capable of tackling larger, more demanding scopes without the need to adjust or reallocate hours. |
3. Lightning In a Bottle, Limited“When you find a perfect fit in a fractional hire, the chemistry is undeniable,” Berkowitz shares. “You feel more whole, you feel empowered, you want them around as much as possible, but that’s not always possible.” The inability to have them fully integrated or accessible at all times might leave you feeling like you’re catching lightning in a bottle—powerful, but fleeting. |
4. Building Trust One Fraction At a TimeBuilding trust with a fractional leader can be challenging, especially when they aren’t fully embedded in the day-to-day operations. Their fractional presence may hinder the depth of relationships and trust that naturally develops over time with full-time leaders who are constantly engaged with the team. |
5. Potential Incentive MisalignmentFractional leaders enjoy a level of grace that full-time leaders might not — if things go south, they can often leave on their own terms. This can lead to potential incentive misalignment. While a fractional leader’s flexibility is an asset, it also raises the question: Are their long-term incentives truly aligned with the company’s? Without the same stakes, there may be a risk that their priorities diverge from the company’s needs. |
“Let’s say everyone had a truth serum and you ask them, ‘What is your #1 end goal?’
- David Berkowitz |
“Fractional leadership is a future. Anything is possible.”- David Berkowitz |
As we’ve learned, it’s a bit of a fool’s errand to try and predict the future. Trends, technology, and market dynamics all seem to change at the drop of a hat. While we don’t have a crystal ball, the best thing companies have done is learn to adapt and come up with creative solutions for some of business’s most traditional problems: finding the right leader.
To illustrate this, Berkowitz draws our attention to one of the biggest companies, X (previously Twitter).
“Their CEO is technically ‘fractional,’ managing multiple ventures simultaneously. Whether he’s succeeding or not is beside the point. The real question is: How is this even possible? Today, fractional leadership offers opportunities that were previously unimaginable. As the business world evolves, companies of all sizes will continue to redefine what it means to be a fractional leader.”
David Out Of Office🤖 The AI innovation I wish I existed: I can't wait for AI to be good enough to be my bookkeeper, accountant, lawyer, and general admin for all kinds of tasks I don't like doing for running my own business. 🛴 A new skill I'm currently learning: How to ride an old-fashioned scooter. My 10-year-old daughter started getting into it, and I wanted to join her for the ride. My other favorite new skill? Cooking with AI. ChatGPT in particular is so good at inventing and adapting recipes based on your needs. 📙 My favorite way to recharge after a long day: Reading. I'm usually reading a few books at once — one print, one Kindle, one Audible. 👨🌾 A fictional character I would love on my team: Perhaps because I'm influenced more by recently reading "James" by Percival Everett (a retelling of "Huckleberry Finn" from Jim's perspective), Jim is top of mind and would be a great hire (he'd obviously earn a fair wage with benefits). 🖥️ The one item I always keep on my desk: I keep little on my desk but a lot behind me in arm's reach. A favorite that people tend to notice on Zoom is some Lego builds! |
David Berkowitz is a fractional marketing leader in the Hunt Club ExpertAccess Program, which puts first-string operators in your back pocket for all things talent so you can hire better, smarter, and faster.