Usually once marketing strategy needs daily, in-the-room presence — heavy fundraising cycles, a large internal team to manage, or a pace of decision-making that a few days a week can't keep up with. Company size alone isn't the trigger; decision velocity is.
Some companies never graduate and that's fine — a lean, well-run marketing function under fractional leadership can outperform an overstaffed full-time one. Kando's engagements are scoped so that decision, whenever it comes, is the client's to make, not something the engagement structure forces.