With so many marketing consultants, agencies, and specialists offering similar promises, business leaders in Ireland are becoming increasingly selective about who they want to partner with and why. In the last few years, fractional CMOs have entered the picture, and a growing number of small to medium businesses are discovering the benefits that these high-level, part-time marketing leaders bring without the commitment of a full-time hire.
To find out what 870,250 opinions of business leaders in Ireland were about fractional CMOs, we utilised AI-driven audience profiling to synthesise insights from online discussions for a full year, ending on the 25th November 2025, to a high statistical confidence level. By understanding how these decision-makers think, it’s easier to gain clearer insight into what drives successful partnerships in Ireland and beyond.
Index
- 14% of business leaders have worked with a previous long-term fractional CMO provider and would do so again
- 92% of business leaders usually discover potential fractional CMO candidates via online searches
- Clear positioning is an important factor that first captures the attention of 38% of business leaders looking for a potential fractional CMO provider
- 95% of business leaders say that strategic experience is absolutely essential when shortlisting fractional CMO providers
- 50% of business leaders say that checking portfolio work takes the most effort during the fractional CMO selection process, and 50% say reviewing backgrounds does
- 57% of business leaders agree that case studies are a good option for evaluating a fractional CMO’s expertise
- 19% of business leaders agree that clear communication is a clear sign of trust during the fractional CMO evaluation process
- 47% of business leaders say that leadership style strongly influences the final selection of a fractional CMO
- 33% of business leaders say that the limited availability of fractional CMO candidates is not a big issue
- 39% of business leaders say that brand leadership is an absolutely essential form of support from a fractional CMO provider
- 21% of business leaders say that professionalism is quite important in a long-term fractional CMO provider
- Consistent delivery is the main motivator for 76% of business leaders to continue working with their current fractional CMO provider
- 79% of business leaders in Ireland are in the hospitality industry
- 62% of business leaders in Ireland are based in Dublin
- Irish Business Leaders Defining CMO Partnerships
- About The Data
Which Other Fractional CMOS in Ireland Have You Worked With?
14% of business leaders have worked with a previous long-term fractional CMO provider and would do so again.
Our audience of business leaders in Ireland has largely positive opinions about working with fractional CMOs, and 14% who have worked with a previous long-term provider would consider doing so again. However, 12% say this wouldn’t be their top choice.
Yet, despite this difference of opinion, 12% would highly recommend working with an independent consultant, and another 22%, split 50/50, feel the same about working with an independent consultant and industry-recommended professional. Another 13% would consider working with an independent consultant again, and 22%, again split 50/50, would consider working with an industry-recommended professional or referral-based expert again. Less than 1% had any opinions about considering a specialist agency again.
When you consider that businesses that work with a fractional CMO have an average growth of 29% versus the 19% growth recorded by companies without one, it’s understandable why so many would consider using them again.
Business leaders have worked with various providers:
CMO Mojo · Ireland 2025 · 870,250 opinions
Which other fractional CMOs in Ireland have you worked with?
Respondents rated each provider type by likelihood to recommend
| Provider type | Highly recommended | Would consider again | Not my top choice |
|---|---|---|---|
| Independent consultant | 12% | 13% | — |
| Industry recommended professional | 11% | 11% | 3% |
| Referral based expert | 11% | 11% | 3% |
| Previous long-term provider | — | 14% | 11% |
| Specialist agency | — | 1% | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
How Do You Usually Discover Potential Fractional CMOS Candidates?
92% of business leaders usually discover potential fractional CMO candidates via online searches
When it comes to identifying potential fractional CMO candidates, our audience prefers online searches. A whopping 92% of business leaders say this is their usual discovery method, compared to 6% who usually discover potential candidates on social platforms and 1% who find them via marketing communities.
Considering research shows that 91% of employers use social media as part of their hiring process, it’s interesting to note that for our audience, this is not the first place they look. However, this is likely due to the nature of the work required.
One discovery method tops all others:
CMO Mojo · Ireland 2025 · 870,250 opinions
How do you usually discover potential candidates?
Primary discovery channel used by respondents
| Discovery method | Percentage |
|---|---|
| Online searches | 92% |
| Social platforms | 6% |
| Marketing communities | 1% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Factor First Captures Your Attention When Reviewing A Potential Fractional CMO Provider?
Clear positioning is an important factor that first captures the attention of 38% of business leaders looking for a potential fractional CMO provider
Clear positioning is the main factor that first captures our audience’s attention when reviewing a potential fractional CMO provider. 38% say that it is important and 2% that it’s a top priority, while just 4% say it’s less important. Following clear positioning is a professional presentation, with 30% saying it’s an important factor and 6% saying it’s less important, while another 18% say that a distinctive approach is an important factor for them.
Market presence and strong representation garnered minimal attention, under 1%, putting the spotlight firmly on how clearly the provider communicates their value and differentiates themselves in the market. This aligns with broader trends, where 88% of CMOs are seen as somewhat effective enterprise operators, yet those who excel as market shapers by clearly articulating value and standing out consistently exceed performance expectations.
Some factors are more attention-grabbing than others:
CMO Mojo · Ireland 2025 · 870,250 opinions
What factor first captures your attention when reviewing a potential provider?
Rated by priority level
| Factor | Top priority | Important factor | Less important | Not a priority |
|---|---|---|---|---|
| Clear positioning | 2% | 38% | 4% | 1% |
| Professional presentation | — | 30% | 6% | — |
| Distinctive approach | — | 18% | — | — |
| Market presence | — | <1% | — | — |
| Strong reputation | — | <1% | — | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Matters Most When Shortlisting Fractional CMO Providers?
95% of business leaders say that strategic experience is absolutely essential when shortlisting fractional CMO providers
For almost all of our audience, strategic experience is what matters most when shortlisting fractional CMO providers. 95% say that it’s absolutely essential, and 1% that it’s quite important, in comparison to the 4% who say that communication approach and professional background are quite important.
One aspect matters the most in the shortlisting process:
CMO Mojo · Ireland 2025 · 870,250 opinions
What matters most when shortlisting providers?
Rated by importance level
| Criterion | Absolutely essential | Quite important |
|---|---|---|
| Strategic experience | 95% | 1% |
| Communication approach | — | 2% |
| Professional background | — | 2% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
This intense focus on strategic experience highlights that our audience prioritises proven ability to drive business growth and make high-level decisions over other factors when evaluating potential providers.
What Part Of The Fractional CMO Selection Process Takes The Most Effort?
50% of business leaders say that checking portfolio work takes the most effort during the fractional CMO selection process, and 50% say reviewing backgrounds does
Considering that strategic experience matters so much when selecting a fractional CMO, it’s easy to understand why checking portfolio work and reviewing background are the two parts of the selection process that take the most effort.
However, although our audience is split 50/50 on this, it’s interesting to note that they were all of the opinion that neither part of these processes was very difficult, suggesting that although they may have required the most effort, they are not a major hindrance.
Opinions are evenly divided regarding the selection process effort:
CMO Mojo · Ireland 2025 · 870,250 opinions
What part of the selection process takes the most effort?
Rated by difficulty
| Task | Not too difficult |
|---|---|
| Checking portfolio work | 50% |
| Reviewing backgrounds | 50% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Is Your Preferred Way To Evaluate Fractional CMOS in Ireland’s Expertise?
57% of business leaders agree that case studies are a good option for evaluating a fractional CMO’s expertise.
Case studies are an excellent form of proof that a candidate can achieve the desired results, and they’re a valuable interview and evaluation tool. Our audience agrees, with 27% of business leaders saying they’re their top method of evaluating a fractional CMO’s expertise, and 57% agree they’re a good option. Conversely, only 7% say case studies are not their first choice for evaluating expertise.
Only 8% say that interviews are a good option, while less than 1% feel the same about work samples. This puts the focus firmly on case studies as a means of providing a quantifiable demonstration of a candidate’s ability to deliver results and drive measurable business impact.
Case studies lead the way for evaluations:
CMO Mojo · Ireland 2025 · 870,250 opinions
What is your preferred way to evaluate their expertise?
Rated by preference level
| Method | My top method | A good option | Not my first choice |
|---|---|---|---|
| Case studies | 27% | 57% | 7% |
| Interviews | — | 8% | — |
| Work samples | — | <1% | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Signals Trust During The Fractional CMO Evaluation Process?
19% of business leaders agree that clear communication is a clear sign of trust during the fractional CMO evaluation process
For 19% of our audience, clear communication is a clear sign of trust during the fractional CMO evaluation process, and 5% say it’s somewhat trustworthy. However, 2% say that clear communication does not signal trust, making this the only signal where opinions differed to such a degree.
Because only 1% of business leaders said that detailed proposals were not a very convincing trust signal, but that 17% said they were a clear sign of trust, and 10% that they were somewhat trustworthy, this theoretically puts this signal in front. Based on this, in second place would be transparent pricing, with 12% saying it’s a clear sign of trust, 15% that it’s somewhat trustworthy, and 2% that it’s not very convincing.
No matter which way you look at it, strong testimonials come in at the bottom (unless you consider honest feedback, which has no real opinions whatsoever), with 12% saying they are a clear sign of trust, and 5% they are somewhat trustworthy. This is intriguing, as reviews and testimonials are usually a major trust signal, with studies showing that more than 9 in 10 buyers make buying decisions based on online reviews, and 53% of consumers trust online reviews as much as personal recommendations. However, this may apply more to consumers than those in our audience, as it’s obvious where their trust lies.
Numerous trust signals are relied on during evaluation:
CMO Mojo · Ireland 2025 · 870,250 opinions
What signals trust during the evaluation process?
Rated by trust signal strength
| Signal | Clear sign of trust | Somewhat trustworthy | Not very convincing | Does not signal trust |
|---|---|---|---|---|
| Transparent pricing | 12% | 15% | 2% | — |
| Detailed proposals | 17% | 10% | 1% | — |
| Clear communication | 19% | 5% | — | 2% |
| Strong testimonials | 12% | 5% | — | — |
| Honest feedback | <1% | — | — | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Influences Your Final Selection Of A Fractional CMO in Ireland The Most?
47% of business leaders say that leadership style strongly influences the final selection of a fractional CMO.
Good leadership is largely considered one of the strongest marketing strategies, so it makes sense that for 47% of our audience, leadership style has a strong influence over their final selection of a fractional CMO. Brand understanding is a strong influence for another 26% of business leaders, while only 2% feel the same about proven results.
Such a low number is somewhat contrary to the 57% of business leaders who agreed that case studies were a good option for evaluating a fractional CMO’s expertise, revealing that when it comes to final selection, other criteria take the lead.
Strategic vision is the top deciding factor for 16% and 1% say that this is a strong influence, while 8% say that collaboration approach is a top deciding factor for them. Overall, this points to an audience that prioritises leadership qualities, brand alignment, and strategic vision over purely demonstrated results.
Final selection depends largely on two predominant factors:
CMO Mojo · Ireland 2025 · 870,250 opinions
What influences your final selection the most?
Rated by influence level
| Factor | Strong influence | Top deciding factor |
|---|---|---|
| Leadership style | 47% | — |
| Brand understanding | 26% | — |
| Strategic vision | 1% | 16% |
| Collaboration approach | — | 8% |
| Proven results | 2% | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Challenge Do You Face Most When Sourcing Fractional CMO Candidates?
33% of business leaders say that the limited availability of fractional CMO candidates is not a big issue.
With the demand for fractional executives on the rise in Ireland and their presence becoming more common in the workplace, it’s good to note that when sourcing candidates, limited availability is only a major challenge for 7% compared to 21% of business leaders who say that it’s only somewhat challenging, and 33% who say it’s not a big issue.
Another 7% say that unclear service scope is a major challenge for them, likely because they are unfamiliar with the concept and offering of a fractional CMO, while 29% say this isn’t a big issue. Just 3% say that it’s hard to compare options, and even so, this is not a big issue. It’s evident that barriers to hiring a fractional CMO are limited and that business leaders can do so with relative ease.
The challenges of sourcing fractional CMO candidates are minimal:
CMO Mojo · Ireland 2025 · 870,250 opinions
What challenge do you face most when sourcing candidates?
Rated by challenge severity
| Challenge | A major challenge | Somewhat challenging | Not a big issue |
|---|---|---|---|
| Limited availability | 7% | 21% | 33% |
| Unclear service scope | 7% | — | 29% |
| Hard to compare options | — | — | 3% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Type Of Support Do You Value Most From A Fractional CMO Provider?
39% of business leaders say that brand leadership is an absolutely essential form of support from a fractional CMO provider
With 47% of our audience saying that leadership style has a strong influence over their final selection of a fractional CMO, and 26% sharing the same sentiments about brand understanding, brand leadership being the type of support that 39% of our audience say is absolutely essential further reinforces that businesses are seeking partners who can confidently guide their brand, inspire teams, and shape a cohesive strategic direction and not just execute marketing tasks. Another 26% say that team guidance is absolutely essential, and this also falls under good leadership ability.
Strategic planning is absolutely essential for another 20%, while 13% say this is quite valuable support, while performance insights garner less than 1% of opinions, showing that this is not where businesses place any true value.
Leadership emerges as the most valued form of support:
CMO Mojo · Ireland 2025 · 870,250 opinions
What type of support do you value most from a provider?
Rated by value level
| Support type | Absolutely essential | Quite valuable |
|---|---|---|
| Brand leadership | 39% | — |
| Strategic planning | 20% | 13% |
| Team guidance | 26% | 1% |
| Performance insights | 1% | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Quality Do You Value Most In A Long-Term Fractional CMO Provider?
21% of business leaders say that professionalism is quite important in a long-term fractional CMO provider
Opinions on absolutely essential qualities of a fractional CMO are minimal, with only 1% of our audience saying flexibility and professionalism are what they value most. Topping the list of most valued qualities is personalism, with 21% saying it is quite important, followed by 19% who feel the same about transparency, 15% who say the same about flexibility, 14% who say the same about responsiveness, and just 3% who value innovation to this degree.
In contrast, just 2% say that flexibility doesn’t matter to them, and 11% say this is not a top priority, while responsiveness is also not a top priority for 11% and 1% feel the same about transparency. These figures point to a market where the human elements of leadership carry more weight than any single technical or operational skill.
Preferences for qualities differ amongst business leaders:
CMO Mojo · Ireland 2025 · 870,250 opinions
What quality do you value most in a long-term provider?
Rated by importance level
| Quality | Absolutely essential | Quite important | Not a top priority | Doesn’t matter |
|---|---|---|---|---|
| Flexibility | 1% | 15% | 11% | 2% |
| Responsiveness | — | 14% | 11% | — |
| Professionalism | 1% | 21% | — | — |
| Transparency | — | 19% | 1% | — |
| Innovation | — | 3% | — | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Motivates You To Continue Working With A Current Fractional CMO Provider?
Consistent delivery is the main motivator for 76% of business leaders to continue working with their current fractional CMO provider
One strong motivator emerges as an incentive to continue with a current provider:
With only 12% of our audience saying that consistent delivery is not a motivator at all for them to continue working with a current fractional CMO, compared to the 38% who say it’s a positive factor, and another 38% who say it’s a top motivator, it’s evident that reliability is one of the strongest drivers of long-term provider loyalty.
Far behind are smooth workflows, which 3% of business leaders say is a top motivator and strategic insights, with 2% citing this as a top motivator to continue, and 7% saying it’s a positive factor. With so few mentioning these, it’s clear that while they are still important, consistency is key.
CMO Mojo · Ireland 2025 · 870,250 opinions
What motivates you to continue working with a current provider?
Rated by motivational strength
| Factor | A top motivator | A positive factor | Not a motivator at all |
|---|---|---|---|
| Consistent delivery | 38% | 38% | 12% |
| Strategic insights | 2% | 7% | — |
| Smooth workflows | 3% | — | — |
| Strong results | <1% | — | — |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
What Industry Are You In?
79% of business leaders in Ireland are in the hospitality industry
One industry dominates:
The hospitality industry in Ireland is worth between €5 billion and €7.6 billion annually, employing over 250,000 people. Among our audience, this is also the industry in which 79% work. Professional services are next, with 16%, while retail (4%) and finance (1%) are right at the bottom, and no opinions were noted from anyone in the technology industry.
Because the industry has such an enormous worth, it’s likely that competition is high and that many entities, though small, rely on solid marketing to attract business. This makes fractional CMOs the ideal option for them.
CMO Mojo · Ireland 2025 · 870,250 opinions
What industry are you in?
Industry breakdown of survey respondents
| Industry | Percentage |
|---|---|
| Hospitality | 79% |
| Professional services | 16% |
| Retail | 4% |
| Finance | 1% |
| Technology | <1% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
Which City In Ireland Are You Based In?
62% of business leaders in Ireland are based in Dublin
The capital city is home to the largest portion of our audience:
Dublin leads the way as the city where 62% of our audience is based, which is understandable as it is the capital. Galway is second with 22%, followed by Waterford (8%), Cork (7%), and Limerick (2%). This distribution shows that the demand for fractional CMO support is heavily concentrated in Ireland’s major business hubs, with a clear centralisation in Dublin. However, there’s still some engagement across regional cities as well.
CMO Mojo · Ireland 2025 · 870,250 opinions
Which city in Ireland are you based in?
Geographic breakdown of survey respondents
| City | Percentage |
|---|---|
| Dublin | 62% |
| Galway | 22% |
| Waterford | 8% |
| Cork | 7% |
| Limerick | 2% |
Source: CMO Mojo · Fractional CMO Statistics: Ireland 2025
Irish Business Leaders Defining CMO Partnerships
These insights provide a clear overview of how business leaders in Ireland are approaching the search for, evaluation of, and long-term relationship with fractional CMOs. The findings reveal a market that values strategic depth, strong leadership, and clearly communicated expertise above all else.
What stands out most is the human element, as trust, communication, and leadership consistently shape perceptions and guide final choices. While technical skills and tactical execution still matter, it’s the ability to inspire, align, and deliver with consistency that ultimately determines whether a fractional CMO becomes a long-term strategic partner.
About The Data
Sourced using Artios from an independent sample of 870,250 opinions of business leaders in Ireland across X, Quora, Reddit, Bluesky, TikTok, and Threads. Responses are collected within a 95% confidence interval and 5% margin of error. Results are derived from opinions expressed online, not actual questions answered by people in the sample.