Definitions
Glossary of fractional, interim and turnaround terms
Plain-English definitions of the leadership and growth terms used across this site, with links to go deeper.
In short
This glossary defines the fractional, interim, temporary and turnaround leadership terms used across Action Is Now. A fractional executive is part-time and ongoing, an interim executive holds a full-time seat for a fixed period, and a temporary manager covers a defined gap or project. Each definition below links to the relevant service or article so you can go deeper.
Fractional executive
A fractional executive is a senior leader who works for your company part-time and on an ongoing basis, usually a few days a week or month. You get C-level capability scaled to the need, without the cost of a full-time hire. See fractional & interim executive.
Fractional CMO
A fractional CMO is a part-time chief marketing officer who owns marketing strategy and the growth model at board level, without a full-time salary. Best when you need senior marketing direction, not just more execution. See fractional CMO and what is a fractional CMO.
Fractional marketing director
A fractional marketing director runs your marketing plan and team part-time, one level below a fractional CMO. The focus is execution and ownership rather than board-level strategy. See fractional marketing director.
Fractional CEO
A fractional CEO provides part-time chief executive leadership, typically for founder-led or small companies that need senior direction a few days a week. See what is a fractional CEO and fractional CEO.
Fractional COO
A fractional COO leads operations part-time, building the systems and execution rhythm a growing company needs. See fractional COO and signs you need a fractional COO.
Interim CEO
An interim CEO holds the chief executive seat full-time for a fixed period, usually to cover a sudden departure, lead a crisis or steady a transition. See interim CEO and interim CEO vs fractional CEO.
Interim manager
An interim manager takes full responsibility for a critical role for a defined period, focused on one seat until the job is done. See interim management and interim manager vs consultant.
Temporary manager
A temporary manager is brought in for a fixed term to cover a gap, run a project or carry a transition. The terms temporary and interim overlap; temporary usually implies a defined gap or project. See temporary manager and temporary manager vs interim manager.
Temporary export manager
A temporary export manager opens and develops foreign markets on a fixed term: choosing markets, building the sales network and landing first customers. See temporary export manager.
Turnaround
A turnaround is the work of stabilising a struggling company and returning it to health: getting control of cash first, then fixing the cost base and rebuilding the commercial engine. See turnaround & restructuring and turnaround timeline.
Turnaround CEO
A turnaround CEO takes the top seat of a struggling company and is accountable for the recovery, not just the advice. See turnaround CEO and turnaround CEO vs restructuring advisor.
Restructuring
Restructuring is the reshaping of a company's cost base, balance sheet or organisation to put it on a sustainable footing, often part of a wider turnaround. See corporate restructuring.
Go-to-market (GTM)
Go-to-market is how a company takes a product or offer to its customers: positioning, channels, pricing and the sales motion. A strong GTM connects marketing spend to revenue. See go-to-market and a go-to-market framework that ships.
Growth strategy
Growth strategy is the plan for where revenue will come from next and how to get it efficiently, by focusing resources on the moves that compound. See growth strategy.
International expansion
International expansion is entering and growing in new countries or markets, from market selection to building the local commercial engine. See international expansion and expand without burning cash.
Marketing-to-revenue ratio
The marketing-to-revenue ratio is marketing spend as a percentage of revenue, a core measure of marketing efficiency. Cutting it while holding growth is a sign of a healthier engine. See marketing-to-revenue ratio benchmarks.
EBITA
EBITA is earnings before interest, taxes and amortisation, a measure of operating profitability that strips out financing and accounting effects. It is a common yardstick for whether the underlying business is making money.
Runway
Runway is how long a company can keep operating before it runs out of cash at the current burn rate. Protecting runway is usually the first priority in a turnaround.
Private equity (PE) value creation
PE value creation is the work of improving a portfolio company's performance during the hold period, often through interim or fractional leadership. See interim CEO for private equity.
Operator vs adviser
An operator takes the seat, makes the decisions and is accountable for the result. An adviser recommends from the outside. Action Is Now works as an operator. See fractional vs interim vs consultant.
Related services
Frequently asked questions
What is the difference between fractional, interim and temporary?
Fractional is part-time and ongoing, interim is a full-time seat held for a fixed period, and temporary covers a defined gap or project. They overlap, and the right model depends on whether you need ongoing leadership or full focus on one seat for a set time.
Which one do I need?
If you need senior leadership a few days a week, think fractional. If you need someone full-time to hold a critical seat for a fixed period, think interim. If you need to cover a specific gap or run a project, think temporary. The first call scopes it to your situation.
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