Do You Need a Full-Time COO or Just an OBM?

As your business grows, you’ll likely reach a point where you start thinking, “I can’t do all of this alone anymore.” There are ideas to bring to life, clients to support, a team to manage, systems to maintain… and somehow, you’re also supposed to find time to grow your business and still have a life? That’s when many business owners begin to wonder:

Do I need a full-time COO to help me manage all of this? Or would an OBM—or someone to support me in the short term—be enough?

Let’s explore that together. Because the truth is, you probably don’t need a full-time executive on your payroll—but you might very well need the right kind of support.

What Exactly Is an OBM?

OBM stands for Online Business Manager—someone who helps manage the day-to-day operations of your business, so you can focus on what you do best. They work closely with you, often behind the scenes, to make sure things are running smoothly: projects are moving forward, the team knows what they need to do, and your big ideas actually get implemented.

An OBM acts as your right hand—someone who understands your vision and helps make it a reality. They don’t just take tasks off your plate; they also think ahead, help with planning, and keep you accountable to your goals.

The beauty of working with an OBM is that they’re often available for part-time or project-based support. You don’t need to commit to a full-time hire. Instead, you get the leadership and structure your business needs, tailored to the level you’re at now.

And What About a Fractional COO?

Here’s where it can get a little confusing. In many ways, a Fractional COO (Chief Operating Officer) does similar things to an OBM. They step into the role of managing operations, team leadership, and business strategy—but they do it on a fractional, or part-time, basis.

The main difference? It’s mostly about the title.

In the United States, OBM is the term most commonly used in the online business space, especially among coaches, creatives, and service providers. In Europe, or in more corporate environments, people tend to prefer the title Fractional COO or even simply Operations Manager.But at the end of the day, both roles are there to help you manage and grow your business, without needing to bring someone on full-time.

Some Fractional COOs focus more on high-level strategy, while some OBMs are more hands-on—but honestly, that depends more on the individual than the title. That’s why it’s important to find someone whose experience and style match your needs.

When and Why You Might Need an OBM

If you're feeling overwhelmed by the operational side of your business, or you're spending more time managing tasks than actually doing the work you love, that's often a sign that it's time to bring in support.

Here are a few situations where an OBM can make a real difference:

• You have too many ideas, but struggle to follow through or bring them to life.

• Your business is growing, but you don’t have the systems or team in place to support that growth.

• You’ve already hired a few people (like a VA or marketing support), but you’re still the one holding everything together.

• You know what you want to achieve, but you’re not sure how to prioritize or break it down into actionable steps.

• You’re tired of being the only one responsible for making sure everything gets done—and you wish someone else could take the lead on operations.
  

An OBM steps in to create structure and clarity. They help you prioritize, plan, and execute, so you can move forward without burning out. Whether it’s organizing your projects, managing your team, or helping you make decisions, an OBM brings that sense of relief and direction you’ve been craving.

Best of all? It doesn’t have to be a long-term or full-time commitment. Many OBMs offer project-based or short-term support to help you get things organized, get momentum going, and set up the systems you need to thrive.

When You Might Actually Need a Full-Time COO

Most coaches don’t need a full-time Chief Operating Officer right away—but there are exceptions.

You might consider hiring a full-time COO if your business has scaled to a point where operations have become too complex for part-time support. This usually looks like:

• You're consistently generating high multi-6 to 7 figures in revenue.

• You have a large team and multiple departments or offers running at once.

• You’re expanding into new markets, developing multiple revenue streams, or launching large-scale programs that require intricate planning and coordination.

• You’re no longer involved in the day-to-day at all and need someone to fully lead and manage the internal workings of the business.
  

For most growing coaching businesses though, that level of support isn’t necessary—yet. A skilled OBM or Fractional COO can fill that gap beautifully, offering high-level strategic and operational leadership in a flexible, cost-effective way.

So, What’s Right for You?

If you’re finding it hard to stay consistent, if you’re overwhelmed trying to manage everything yourself, or if you have big goals but no clear path to get there—it might be time to bring in some operational support.

Working with an OBM, even for just a few months, can help you lay the foundations you need to grow sustainably. It’s a flexible way to get experienced, strategic support, without the commitment of hiring someone full-time.

At the end of the day, whether someone calls themselves an OBM, a Fractional COO, or something else entirely, what matters is how they can support you.

You deserve to feel supported in your business—not overwhelmed by it. You deserve to have someone by your side who can help you focus, prioritize, and take action—so you can serve your clients, grow your business, and still have time for yourself.

If you’re curious about what kind of support might help you most, I’d love to have a conversation. Sometimes, just talking it through can bring a lot of clarity.