So what do we make of the Fractional CMO movement? We are all for it provided both the organization and the factional CMO talent are on the same page as it relates to scope, skills, and success factors. At Covalent we ask everyone what kind of M they are looking for in their fractional CMO. Knowing what you need as an organization is critical in matching the right experience and skills because not all fractional talent is interchangeable. And for fractional talent, being successful in the role requires honest conversations around responsibilities and accountabilities. Clear expectations for both parties is essential in a one-size-does-not-fit-all world.