Stepping into a Fractional CMO role means you are expected to create impact quickly. There is no long onboarding runway. You step into a team you did not hire, within a culture you did not shape, and you are tasked with delivering results on timelines that are already in motion. That reality demands focused leadership, clear boundaries, and the willingness to make decisions that may feel uncomfortable in the moment but are essential for the business.

One of the most challenging of those decisions is determining when a team member is no longer the right fit. Recently, I faced exactly that.

This was not about a single mistake or a rough week. Over time, the performance gaps became clear. Despite well-defined expectations, structured feedback, and real support, the same issues kept surfacing. Deliverables slipped. Quality lagged. Others on the team quietly picked up the slack, which in turn started affecting morale. At a certain point, I had to ask myself: If I allow this to continue, am I protecting the client’s investment or putting it at risk?

The answer was clear. In leadership, necessary wins over easy every time.

Why This Call Mattered

Protecting Results

As a Fractional CMO, my leadership is ultimately accountable for the outcomes we deliver. Missed deadlines or subpar work cannot become an accepted part of our culture. Strong leadership means setting clear expectations, holding the team to agreed standards, and stepping in quickly when performance begins to slip. In a fractional leadership role, every decision and every intervention must be intentional, because the quality and credibility of your leadership are directly reflected in the results.

Preserving Team Morale

A high-performing team will not remain high-performing without leadership that safeguards their environment. When team members feel their efforts are being undermined, whether through inconsistent processes, unclear communication, or lack of recognition, their motivation and trust begin to erode. Effective fractional leadership requires creating a culture where contributions are respected, feedback is constructive, and successes are celebrated. This kind of leadership doesn’t just maintain morale, it strengthens it over time, even in high-pressure situations.

Maintaining Momentum

In fast-moving campaigns, strong leadership is essential to prevent delays from cascading into bigger setbacks. Every missed step creates a ripple effect, projects stall, opportunities are lost, and results suffer. Fractional leadership means operating with urgency and precision, making strategic calls that keep initiatives moving forward despite shifting priorities or limited resources. The best leadership in a fractional role is proactive, anticipating challenges before they slow progress and ensuring the team stays aligned, engaged, and productive.

How I Led Through It

Once the decision was finalized, my priority shifted to delivering the message in a way that was clear, respectful, and grounded in facts. I approached the conversation with intentionality, choosing words that conveyed both firmness and fairness.

• Tied the conversation to business needs and client outcomes — I was intentional about framing the discussion in a way that kept the focus on organizational priorities and measurable results. By doing so, I made it clear that the decision wasn’t about personalities or preferences, but about ensuring our work remained aligned with strategic objectives and delivering consistent value to our clients.

• Acknowledged the work that had been done and the effort invested — Before moving into the specifics of the change, I took time to recognize the contributions made. I noted the positive aspects of the work and the dedication shown, ensuring that the individual felt their efforts were seen and valued, even if the outcome required a different path forward.

• Explained the next steps clearly to avoid rumors or uncertainty — I outlined exactly what would happen next, who would be responsible for each step, and the timeline for implementation. This proactive clarity minimized the risk of misinformation spreading through the team, reassured others that the decision was well-considered, and maintained stability during a potentially disruptive moment.

The rest of the team responded with renewed focus. They understood the standard was clear, the decision was consistent with those standards, and leadership would act to protect both the mission and the culture.

The Power of Clear Communication

Even the right decision can create tension if it is not communicated well. I approached the conversation with both candor and compassion:

• I made it clear that expectations had not been met despite collective effort to close the gap.
• I emphasized how the decision was about protecting the whole, not punishing the individual.
• I expressed appreciation while providing clarity on the transition.
  

This approach reduced speculation and allowed the team to move forward quickly. When people see leadership handle difficult situations with transparency and respect, it builds trust.

Boundaries Every Fractional Executive Needs

Set Expectations Early

In any fractional leadership role, defining roles, metrics, and decision-making authority from the very start is essential. Clear leadership upfront eliminates ambiguity later when performance is questioned or outcomes are missed. By establishing a framework for accountability, leadership ensures everyone knows what success looks like and how their contributions align with the bigger picture. This clarity not only supports smooth operations but also strengthens trust in your leadership.

Lead with Both Empathy and Resolve

Great leadership blends empathy with resolve. Empathy allows you to understand the human side, acknowledging challenges, supporting well-being, and fostering a positive environment. Resolve ensures you protect the mission, uphold standards, and make decisions that serve the organization’s long-term success. In fractional leadership, credibility depends on demonstrating both qualities consistently, showing that you can care deeply for your team while still holding a firm line on performance and results.

Protect Your Energy

Leadership requires focus, and in a fractional role, your time and influence are finite resources. You cannot lead effectively if you burn out by trying to personally fix every problem. Strong leadership means identifying where your role delivers the greatest impact and prioritizing those areas relentlessly. By protecting your energy, you preserve your capacity to make sound decisions, maintain perspective, and guide the team through challenges without sacrificing your well-being or leadership effectiveness.

Why I Would Make the Same Decision Again

Letting someone go is never enjoyable, but the results spoke for themselves:

• Stronger culture built on accountability.
  
• Sharper focus on results after removing bottlenecks.
  
• Greater confidence in my leadership from clients and team members.
  
• Improved hiring discipline by assessing both skill and culture fit with greater rigor.
  

Being a Fractional Executive requires more than marketing expertise. It requires emotional intelligence, courage, and a commitment to act in the best interest of the business, even when it is uncomfortable.

Final Thoughts: Tough Calls as Growth Catalysts

If you are a Fractional leader or a solopreneur leading a team, you will face moments where doing the right thing means making the hard choice. Avoiding it delays the inevitable and erodes your credibility. Acting on it creates clarity, protects results, and builds a foundation of trust with both clients and teams.

I am grateful for that experience because it sharpened my leadership clarity. It reminded me that my role is not just to guide strategy, but to protect the integrity of the execution

If you are navigating a similar crossroads, you do not have to go it alone. At Hey CMO, we connect fractional leaders with the tools, community, and strategies to navigate challenges like these and turn them into opportunities for growth.