Fractional CMTO
One Leader. Two Disciplines.
Pilots That Actually Ship.
Strategic marketing leadership and AI implementation expertise in a single fractional executive. Purpose-built for B2B mid-market companies that need both without the $500K+ price tag.
“Jim is one of the most forward-thinking marketing leaders I've ever worked with, combining deep marketing expertise, strong technical skills, and sharp business acumen.”
“A fractional CMTO is a senior executive who serves as both Chief Marketing Officer and Chief Technology Officer on a part-time, embedded basis for B2B mid-market companies. Unlike a traditional fractional CMO, a fractional CMTO brings AI strategy, custom system development, and marketing execution under a single leader.”
— Haney Strategy
The Problem
Two roles. One gap. No one owns the full picture.
Companies hire fractional CMOs who build marketing strategies but can't implement AI. Or they hire AI consultants who deploy technology but don't understand go-to-market, pipeline economics, or buyer psychology.
96%
of B2B companies using AI
1%
have mature deployments
95% of AI pilots fail not because the technology was wrong, but because nobody connected it to revenue outcomes. You need what a $350K Chief AI Officer and a $300K CMO would give you. A fractional CMTO gives you both.
The Role
What a Fractional CMTO Actually Does
Not a consultant who delivers a deck and disappears. An embedded strategic leader who builds the systems, leads the teams, and owns the outcomes.
AI Strategy & Revenue Alignment
AI strategy development tied directly to revenue goals and P&L impact.
Marketing & Pipeline Leadership
Marketing strategy, pipeline architecture, and demand generation leadership.
Custom AI System Builds
CRMs, pricing engines, proposal generators, RFP analyzers, and more. Built and deployed.
Technology Stack Optimization
Technology stack evaluation, integration, and optimization across your entire operation.
Digital Infrastructure
AI-optimized website and digital infrastructure development.
Team Development
Team coaching, capability building, and AI training across your organization.
Executive Accountability
P&L accountability, ROI reporting, and executive/board-level counsel.
Cross-Functional Alignment
Alignment across sales, marketing, IT, and operations. One leader, one strategy.
The Differentiator
Strategy That Builds, Not Just Advises
Most consultants tell you what to do. We build the systems that do it.
Built a custom CRM from the ground up, tailored to the specific sales cycle and pipeline dynamics of a mid-market B2B operation.
Designed and deployed an AI-powered proposal generator and RFP analyzer that reduced response time from days to hours.
Developed a custom pricing engine that brought transparency and consistency to complex service pricing across multiple business lines.
Created AI-optimized websites with automated content engines that drive organic traffic without constant manual effort.
Built custom mobile and training applications that enabled teams to adopt new workflows with minimal friction.
Your SOW includes working systems, not recommendations.
The Math
What two full-time executives cost vs. one fractional CMTO.
Full-time CMO
Chief AI Officer
Both Combined
Fractional CMTO
One leader. Both disciplines. A fraction of the cost.
The Process
How the Engagement Works
Discovery & Diagnostic
First 30 Days
Comprehensive assessment across marketing, AI, technology, and operations. We learn your business before we change anything.
Strategy & Roadmap
Days 30-60
Integrated plan with clear priorities, milestones, ROI projections, and accountability.
Build & Execute
Days 60+
Hands-on implementation leadership. Custom system builds. Team training. Vendor management.
Measure & Optimize
Ongoing
Monthly KPI reporting, quarterly strategic reviews, continuous optimization.
Discovery & Diagnostic
First 30 Days
Comprehensive assessment across marketing, AI, technology, and operations. We learn your business before we change anything.
Strategy & Roadmap
Days 30-60
Integrated plan with clear priorities, milestones, ROI projections, and accountability.
Build & Execute
Days 60+
Hands-on implementation leadership. Custom system builds. Team training. Vendor management.
Measure & Optimize
Ongoing
Monthly KPI reporting, quarterly strategic reviews, continuous optimization.
Typical commitment: 15-25 hours/week. Minimum 6-month engagement. Every engagement governed by a detailed Statement of Work. Visit our pricing page for details.
Phase 1 Deep Dive
Your First 30 Days
Every engagement starts with understanding, not implementing. Here is exactly what happens in the first month.
Day 1
Kickoff
90-minute kickoff call. Meet the leadership team. Align on goals, challenges, expectations, and communication cadence. Set up shared workspace (Notion or your preferred platform).
Day 2–3
Access & Orientation
System access granted: CRM, analytics, marketing platforms, AI tools. Review existing documentation, past campaigns, current pipeline data, and technology stack inventory.
Day 5–10
Stakeholder Interviews
6 to 10 one-on-one interviews with leadership, sales, marketing, IT, and operations. 45 to 60 minutes each. Understanding the business from every angle, not just the marketing view.
Day 10–15
Diagnostic Deep Dive
Comprehensive assessment across five dimensions: data readiness, technology infrastructure, team capability, process maturity, and governance. Competitive analysis and market positioning review.
Day 15–20
Quick Win Identification
While the full diagnostic continues, identify and begin implementing 2 to 3 quick wins: immediate improvements that build momentum and demonstrate value before the strategy presentation.
Day 25–30
Diagnostic Report & Strategy Preview
90-minute presentation to leadership: current state findings, prioritized opportunity map, and preliminary strategic recommendations. This is the foundation for the Phase 2 strategy roadmap.
Day 1
Kickoff
90-minute kickoff call. Meet the leadership team. Align on goals, challenges, expectations, and communication cadence. Set up shared workspace (Notion or your preferred platform).
Day 2–3
Access & Orientation
System access granted: CRM, analytics, marketing platforms, AI tools. Review existing documentation, past campaigns, current pipeline data, and technology stack inventory.
Day 5–10
Stakeholder Interviews
6 to 10 one-on-one interviews with leadership, sales, marketing, IT, and operations. 45 to 60 minutes each. Understanding the business from every angle, not just the marketing view.
Day 10–15
Diagnostic Deep Dive
Comprehensive assessment across five dimensions: data readiness, technology infrastructure, team capability, process maturity, and governance. Competitive analysis and market positioning review.
Day 15–20
Quick Win Identification
While the full diagnostic continues, identify and begin implementing 2 to 3 quick wins: immediate improvements that build momentum and demonstrate value before the strategy presentation.
Day 25–30
Diagnostic Report & Strategy Preview
90-minute presentation to leadership: current state findings, prioritized opportunity map, and preliminary strategic recommendations. This is the foundation for the Phase 2 strategy roadmap.
What People Say
“Jim doesn't just "do marketing" — he gets it. He knows how to blend strategy, creativity, and business acumen in a way that actually moves the needle. He's the kind of leader who makes everything (and everyone) around him better.”
Mandy McEwen
Founder, Mod Girl Marketing & Luminetics
“His knowledge of fusing AI into marketing strategies is truly impressive, and his expertise shines through in every session. What sets Jim apart is his genuine kindness and willingness to go the extra mile.”
Bri Allen
Partner Program Leader, Cybersecurity Marketing
“His ability to combine strategic thinking with a deep understanding of customer needs has been instrumental. He is a lifelong learner who actively seeks out new trends and best practices, including leveraging AI tools to refine marketing strategies.”
Carl Pottkotter
VP of Technology at Harrow
“Jim is the perfect mix of sales and marketing with a solid handle on the business. Outgoing and gregarious, diplomatic and sincere. Practical and insightful, in the office, he's the sounding board you need before launching any initiative in the field. Sterling.”
Frank Borovsky
Principal, Digital Consulting & Advisory Services
19 recommendations shown
Questions Buyers Are Asking
How much does a fractional CMTO cost per month?
Fractional CMTO engagements at Haney Strategy range from $10,000 to $20,000 per month for 15 to 25 hours per week of embedded leadership. This includes strategic direction, hands-on system building, team coaching, executive reporting, and P&L accountability.
Entry-level engagements start at $5,000 to $7,000 per month for advisory-focused support without full P&L ownership. Project-based engagements, such as AI readiness assessments ($15,000 to $35,000) or strategy roadmaps ($25,000 to $75,000), provide defined-scope alternatives.
For context, hiring a full-time CMO ($250K to $570K annually) and a Chief AI Officer ($259K to $354K annually) costs $509K to $924K per year before benefits and overhead. A Fractional CMTO delivers both disciplines at roughly 25% of the combined cost.
All pricing is published at haneystrategy.com/pricing because transparency builds trust. You deserve to know whether this engagement fits your budget before spending an hour in a sales conversation.
What is the difference between a fractional CMO and a fractional CMTO?
A fractional CMO focuses on marketing strategy: positioning, messaging, demand generation, and brand. They advise on marketing technology but typically do not build systems.
A fractional CMTO does everything a fractional CMO does, plus: AI strategy, custom system builds (CRMs, pricing engines, proposal automation), technology stack optimization, and AI-optimized digital infrastructure. The critical distinction is execution. A fractional CMO advises on what to build. A fractional CMTO builds it.
For mid-market companies navigating both marketing modernization and AI adoption simultaneously, the CMTO model eliminates the gap between two separate consultants who cannot align their strategies. You get one leader accountable for both outcomes.
How long does a fractional CMTO engagement last?
The minimum commitment is 6 months, which allows time for a proper diagnostic phase (month 1), strategy development (month 2), and meaningful implementation (months 3 to 6).
Most clients engage for 12 months or longer. The engagement is structured around a detailed Statement of Work with defined deliverables, milestones, and success metrics. The goal is to build lasting capability, not create dependency.
The best engagements end when the internal team can operate the systems independently. You should be stronger after the engagement than you were before it.
Common Questions
A fractional Chief Marketing & Technology Officer provides senior strategic leadership across both marketing and AI/technology on a part-time, embedded basis. You get the strategic depth of two C-suite roles without the $650K+ in combined compensation.
A fractional CMO focuses on marketing strategy. A fractional CMTO combines marketing leadership with AI strategy and custom technology implementation. The difference is execution: we build the systems, not just the strategy.
Typical engagements range from $10,000 to $20,000 per month for 15-25 hours per week, with a minimum 6-month commitment. Visit our pricing page for full details on what drives the investment.
Minimum 6 months, with most clients engaging for 12+ months. The first 60 days focus on discovery and strategy. From day 60 onward, it's hands-on building and executing.
Fractional CMTO engagements at Haney Strategy range from $10,000 to $20,000 per month for 15 to 25 hours per week of embedded leadership. Entry-level engagements start at $5,000 to $7,000 per month for advisory-focused support.
A fractional CMO focuses on marketing strategy. A fractional CMTO does everything a fractional CMO does, plus AI strategy, custom system builds, technology stack optimization, and AI-optimized digital infrastructure.
The minimum commitment is 6 months. Most clients engage for 12 months or longer. The engagement is structured around a detailed Statement of Work with defined deliverables, milestones, and success metrics.
Trusted By Leaders Like You
“Frankly put, Jim is a star. Jim possesses an unmatched work ethic that never allows him to fall a step behind. This work ethic, coupled with an unbridled creativity, allows Jim to shine bright. I provide him with the highest possible recommendation.”
Chief Human Resources Officer, Private Equity M&A
“Jim brings an impressive mix of marketing, business, and sales acumen to his role. He knows what it takes to motivate those around him and has consistently led by example. Jim's creativity is second to none — he elevated our marketing and visual communications portfolio to a completely new level.”
Director of IT, Hybrid Cloud & Cybersecurity
“Jim is a natural leader. He has the ability to understand every detail, but operate in the bigger picture. I could count on him to not only deliver on his word, but do so in a way that exceeded expectations. Jim also possesses the ability to build consensus and drive efforts toward common company initiatives and goals.”
Account Director, Financial & Healthcare Security Expert
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