To be a fractional PMM

Megan was on the fast track to be VP of PMM. 

But then she took an exit and became a fractional PMM instead. Why? 

“There are tradeoffs,” Megan admits. Stable paycheck or flexibility in how you work? 

But if you’re an in-house PMM curious about fractional work. Scroll on to see if you’ve got the in-house skills to become the next Megan Pratt. 

Here’s what you’re gonna get in 5 minutes: 

1. WTF is a Fractional PMM? 

2. 3 superpowers you get by going ‘fractional’. 

3. In-house PMM? The 5 transferable skills you got - to go fractional. 

To be fractional is to sell yourself at a premium, let’s ride!

Welcome to the next episode of Dying 4 Influence. The weekly newsletter for misunderstood B2B product marketers.

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WTF is a Fractional Product Marketer? 

A fractional product marketer is an independent consultant or freelancer who provides PMM expertise on a project basis rather than as a full-time, in-house employee. 

This setup allows companies to bring in experienced PMMs without committing to a full-time hire. Really beneficial for startups who need a specialized skill (e.g. win-loss analysis) on a flexible basis.

3 superpowers you get by going fractional

1. Flexibility and Autonomy: Fractional PMMs have greater control over their schedules and workloads. More power to balance multiple clients/projects and, in Megan’s case, to choose engagements that align with their interests or personal commitments. Imagine saying “No” to that last-minute one-pager request…

2. Value and Specialization: Fractional product marketers bring targeted skills—such as messaging, positioning, and go-to-market strategies—and they often work to clarify roles and deliverables. They can help teams understand what product marketing entails and focus on high-impact areas rather than managing the full scope of marketing (ew!).

3. Independent Perspective and Adaptability: As external consultants, fractional PMMs can offer a fresh perspective on organizational challenges, spotting gaps and providing strategic insights in ways that full-time employees may not be positioned to do. If you like speaking your mind (but your boss doesn’t like it when you do), then fractional might be right for you. 

In-house PMM? The 5 transferable skills you got - to go fractional 

(shoutout to Megan for dropping her wisdom on this)

1. Cross-functional buy-in

PMMs, we already know how to get all teams on the same page, from dev to sales to marketing. Selling our work internally to get buy-in. As a fractional PMM, this becomes even more critical. Did it last month with a launch update email. Internal stakeholders loved it. Bringing different teams together under your command. You do it in-house, and that doesn’t change when going fractional. Show and promote your damn work! 

2. Messaging and Positioning

It’s all about telling the right story to the right audience. Now you gotta know your story to stand out and win clients. Whether in-house or fractional, your career is YOUR product. Know what you're strong at and sell the hell out it. For me, that’s my prior sales experience. How many PMMs you know with direct B2B sales expertise? That’s my superpower why clients (and companies) want to hire me. 

3. Mastering Project Management

If you’ve ever juggled multiple launches, campaigns, and stakeholders, congrats—you’ve mastered a core skill of fractional work. Not to say PMMs are project managers, but you gotta be super-organized. You need clear plans, timelines, and deliverables. As a fractional PMM, you're not only managing client work - you're managing your business too. Sourcing clients, managing expenses, and staying in the good graces of the IRS. 

4. Selling the Value of Product Marketing

Megan nailed it—being able to articulate the value of product marketing to different audiences is everything. As a fractional PMM, you're not just executing strategy; you're selling the importance of product marketing itself to companies that might not fully understand it. 

5. Setting Boundaries and Saying No

We all struggle with this one, whether in-house or freelance. But fractional work forces you to draw the line more firmly. Defining what you will and won’t do—down to specifics like not managing Google ads or updating websites—ensures you don't get overloaded. This skill isn’t exclusive to freelance life. PMMs, we’re already learning how to manage scope creep and prioritize like a pro.

Fractional product marketing might not be for everyone, but if you’re curious, know that you’ve already got a head start. 

Take what you know and diversify your 9-to-5. And if you’re still on the fence, ask yourself this: 

When's the last time you've bet on yourself?

🎙Featured Episode:
_{The PMM Horror Stories LIVE for Halloween w/ Michele Nieberding}

The worst thing about being a PMM is not having to launch a new product within 2 weeks, or drowning in sales decks. It’s all sharing the same trauma that people don’t understand product marketing. 

Michele Nieberding lead a talk about it at PMA Boston.

She’s the director of product marketing at MetaRouter, spent almost a decade in product marketing and loves Halloween, we’re talking about:

• Combining new brands, products and segments

• Freemium to Screemium

• Failed launches and disastrous rebrands

• Product enforcement gone wrong

• A bunch of jokes and fun things

Check the episode here

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