The world wants more access, not ownership.
It’s why we buy a Spotify subscription instead of single albums. Why companies are using coworking/flexible office spaces instead of traditional leases or ownership. Why people are renting AirBNBs around the world instead of owning a vacation home.
It all comes down to flexibility, and it’s shaping purchases on the individual and corporate level.
Companies are treating their marketing department much the same way.
Many are now hiring one, two, or maybe three people in-house and then outsourcing an enormous amount to outside contractors and agencies who specialize in their individual areas.
Structuring things this way keeps fixed costs low, creates more efficient spending, and generates a highly specialized team that can scale up or down—almost on demand.
And that’s part of why there’s an increased demand for fractional CMOs and marketing advisors.
People are seeing they can hire people from around the world at half the cost and still create excellent work. But only if they figure out how to hire and bring together all these people and moving parts.
Luckily, that’s what you do best, right?
Over the next few years, just keep this in mind: the demand for fractional leadership is just as strong as it is for flexibility in all other areas.
Knowing where the market is going will help you be in the right position to make the most of it.