CMO School

If you've ever lost a client you really wanted and thought, "Maybe I'm just bad at sales," this episode is for you.

I hear this ALL the time, and listen, I get it. Selling felt pushy to me for a long time too. But you are not bad at sales, and you definitely don't need to knock two thousand dollars off your retainer.

So I'm walking you through how I take a potential client from the very first conversation to a signed contract, step by step, so you can sign more of the clients you want without lowering your rates or feeling pushy.

In this episode, I'm sharing:

• The seven places I see Fractional CMOs lose a client they should have signed (and how to figure out which one is costing you the most)
• The prep I do before every sales call, and why it changes the whole conversation
• How I say my price out loud, because HOW you say it matters just as much as the number
• What I say when a client tells me it's too expensive, needs to "think about it," or has to "run it by their partner"
• How I ask for the sale and follow up without feeling pushy, annoying, or like I'm chasing

Whether you're a Fractional CMO, a consultant, or a marketing contractor, if you want to sign more of the clients you're already talking to without lowering your rates, you'll love this episode.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 Why You're Not Closing Fractional CMO Clients (It's Not Your Price)

00:55 Why “You're Too Expensive” Isn't the Real Problem

02:05 #1: You're Not Pre-Qualifying Your Leads

03:30 #2: Your Discovery Calls Are Too Surface-Level

04:45 #3: You're Emailing Proposals Instead of Selling Them

06:15 Why Your Proposal Needs a Sales Call

07:30 #4: You're Not Confident When Sharing Your Price

08:45 Say Your Price & Stop Talking

09:50 #5: You're Not Handling Sales Objections Properly

11:00 How to Respond When Clients Say They Need Execution

12:45 Stop Being Afraid to Push Back on Clients

14:00 #6: You're Not Asking for the Close

15:10 How to Uncover Hidden Sales Objections

15:55 #7: You're Not Following Up Enough

17:05 Why I Follow Up Until I Get a Clear No

18:00 Audit Your Last 3 Lost Sales Opportunities

18:45 Improve Your Sales Process & Close More Clients

At some point in your marketing business, you can't do all of the work yourself anymore.

A client needs copy, or design, or paid ads, and now you have to decide who you trust enough to put in front of them. And that's the hard part of building a team, because whoever you bring in, their work goes out under YOUR name.

I've gotten this wrong. I've made three big hiring mistakes over the years, and one of them ended with a contractor taking my money and ghosting me. So in this episode, I'm walking you through how I hire now.

In this episode, I'm sharing:

• The one rule I have for anyone who works under my name
• What I ask for before I'll hire someone I don't know
• The four things I look for in every single person I hire
• What the first few months look like once someone is on my team
• Why the traditional agency model isn't for me
• Who is on my team right now, and how I handle the financial side

Whether you're a marketing contractor bringing on your first subcontractor, a Fractional CMO building a bench of people you can call on, or you're helping a client hire, you’ll love this episode.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

Web/Branding Designer: Ria Johnston → https://studio-kind.com/about

TIMESTAMPS:

00:00 How to Build a Marketing Team Without the Overhead

01:15 Why I Don't Run a Traditional Marketing Agency

02:30 How I Structure My Subcontractor Team

03:35 Why I'm So Selective About Who I Hire

04:45 My 2 Rules for Hiring Subcontractors

06:10 The Hiring Mistake That Cost Me a Vacation

07:10 How I Make Money From Subcontractors

08:30 How I Structure Contractor Payments

09:45 Who's Actually on My Marketing Team?

10:10 Why Hiring My Best Friend Works

12:20 How Fractional CMOs Work Within My Agency

13:15 The Marketing Specialists I Keep on My Team

14:35 How I Find Great Contractors Without Recruiting

16:05 My Process for Hiring New Team Members

16:45 Why I Always Start With a Paid Test Project

17:45 The 4 Things I Look for in Every Hire

18:00 #1: Skills & Quality of Work

18:45 #2: Strategic Thinking & Problem-Solving

20:20 #3: Reliability & Accountability

20:55 #4: Professionalism & Communication

21:35 How I Onboard Contractors for Long-Term Success

23:15 Why Setting Expectations Early Saves Time Later

24:00 What to Do When a Contractor Isn't Working Out

25:05 Who Should You Hire First?

26:00 Start Building Your Team With People You Trust

27:00 My Advice for Growing Your Team Slowly

28:15 Grow Your Fractional CMO Business Without the Overhead

AI is getting better at doing the work marketers have been paid to do for years.

And whether you’re a Fractional CMO, a strategist, a consultant, or working on a marketing team, I think there’s a question worth asking now:

What is going to make you MORE valuable as AI gets better?

Because I don’t think the marketers who thrive over the next five or ten years will necessarily be the ones who can produce the most, work the fastest, or even use the most AI tools.

There’s a much bigger shift happening in what great marketing is worth, and where companies are going to need humans most.

In this episode, I’m sharing:

• The shift I think is going to have one of the biggest impacts on marketing careers over the next few years
• Why some incredibly talented marketers may still find their value getting squeezed
• Where I believe the biggest opportunity is for marketers who want to become more valuable, not less
• What I would be paying very close attention to if I were building my marketing career today
• One question you can use to look at your own work and see whether you’re moving in the right direction

I don’t know exactly what AI will be capable of five years from now. None of us do.

But I do think we can already see where things are heading.

And if you work in marketing, I think understanding this shift now could completely change what you choose to get really, really good at next.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 Will AI Make Your Marketing Skills Less Valuable?

00:40 The Marketing Work AI Is Making Less Valuable

02:30 Why Execution Alone Is No Longer Enough

04:05 Where the Real Value in Marketing Is Moving

05:30 The 3 Skills That Make Marketers More Valuable

05:55 #1: Know What Marketing Is Actually Worth Doing

07:20 #2: Develop Better Taste & Strategic Judgment

09:35 #3: Make Confident Marketing Decisions

11:50 How to Make Your Marketing Expertise More Valuable

12:50 Stop Selling Deliverables & Start Showing Your Strategy

14:20 Show Clients the Thinking Behind Your Work

15:35 The “So What?” That Makes Your Reporting Valuable

16:40 Stop Being an Order Taker & Start Leading

17:50 Use Your Expertise to Improve AI-Generated Work

18:55 The Career Exercise Every Marketer Should Do

20:15 Find the Work That Energizes You

21:15 Should You Move Into Marketing Leadership?

22:10 How to Stay Valuable If You Love Execution

22:55 The Opportunity AI Creates for Marketers

23:25 Build Your Strategic Marketing Skills With Fractional CMO School

There are WAY more ways to find Fractional CMO clients than you probably realize.

I've personally used 12 different strategies to find clients over the years, which is exactly why I don't believe there is one "right" way to build your pipeline. And in this episode, I'm breaking all 12 of them down.

I'm sharing:

• How I think about finding clients before I ever start looking for them
• The two client acquisition strategies I personally wouldn't prioritize, and where I'd put that energy instead
• 12 different ways I've actually found Fractional CMO clients throughout my career
• A 13th, AI-focused bonus strategy I'm experimenting with right now
• The exact steps I'd take to turn all of these options into an actionable client acquisition plan

The best part is that you don't need a massive audience, a complicated funnel, or one perfect lead generation strategy to build a strong pipeline.

You need to know where the opportunities are, choose where you're going to focus, and consistently put yourself in the right places. By the end of this episode, you'll have plenty of ways to do exactly that, plus a clear plan for what to do next.

FREE cold outreach email templates: Fractional CMO Sales Email Templates — The CMO Office

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 12 Ways to Find Fractional CMO Clients in 2026

01:05 Don’t Lower Your Standards Just Because You Need Clients

02:15 2 Client-Getting Strategies I Would Skip

02:25 Why I Wouldn’t Start With Paid Ads

03:15 Why Cold DMs Don’t Work for High-Ticket Services

04:05 #1: Cold Outreach to Dream Clients

06:15 How to Make Cold Outreach Actually Work

07:45 #2: Optimize Your LinkedIn Profile

09:20 #3: Post Strategic Content on LinkedIn

11:15 #4: Tap Into Your Existing Network

13:10 #5: Build Relationships With Other Fractional CMOs

14:30 #6: Connect With Advisors Around Your Ideal Client

16:05 #7: Build Referral Partnerships With Agencies

18:35 #8: Get in Front of Communities Your Clients Already Trust

20:30 #9: Be a Guest on the Right Podcasts

22:10 #10: Connect With Recruiters & Fractional Staffing Firms

23:50 #11: Use Job Sites & Fractional Marketplaces

25:25 Don’t Disqualify Yourself Before You Apply

26:15 #12: Use Upwork Strategically

27:25 BONUS: Get Found Through AI Search

28:35 Your 3-Step Plan to Start Getting Clients

28:50 Step 1: Pick Your 3 Best Lead Generation Tactics

29:20 Step 2: Set Measurable Weekly Goals

29:50 Step 3: Give Your Strategy Enough Time to Work

30:25 Stop Researching & Start Taking Action

One of the biggest unlocks in my Fractional CMO business was realizing I could make more money by selling LESS of my time.

Because if every new client requires another 10, 15, or 20 hours of your week, there's eventually a ceiling on how much you can earn. And if getting faster and better at your job means you simply have to take on more work to make more money... something about that model is broken.

So in this episode, I'm getting really transparent about what the math actually looks like inside my Fractional CMO business.

I'm sharing:

• Why I stopped thinking about Fractional CMO work in terms of billable hours
• The three problems I see with hourly pricing as you move into a leadership role
• How I structure and scope my packages instead
• How many hours I actually spend on different types of clients
• The effective hourly rate I aim for behind the scenes
• How to know if you're spending way too much time on your own clients

The goal isn't to squeeze more clients into an already packed calendar. It's to get really good at understanding the value of your time, protecting your scope, and building offers where the numbers actually work.

Because the better you get at this work, the more valuable your time should become. And your business model should allow you to benefit from that.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 How Many Hours Should a Fractional CMO Work Per Client?

01:05 Why I Don’t Charge Hourly

01:25 Reason #1: Hourly Pricing Rewards Inefficiency

02:30 Reason #2: Your Value Isn’t Your Time

03:45 Reason #3: Stop Trying to “Fill” Your Hours

05:00 How I Scope My Fractional CMO Packages Instead

06:25 My Target $300–$500 Effective Hourly Rate

07:05 How Many Hours I Actually Work Per Client

08:15 Advisory vs. Full Fractional CMO Hours

09:15 How to Know If You’re Working Too Much

09:45 #1: Look at Your Scope

10:25 #2: Look at Your Time

10:55 #3: Calculate Your Effective Hourly Rate

11:45 Make Your Hours Work for Your Business Model

12:25 Build a Business That Doesn’t Run You Into the Ground

You know those seasons where business (or life) just feels harder than it should?

A few things haven't gone your way. You've lost some momentum. You're questioning decisions you normally feel confident about. And somehow, without really noticing when it happened, you just don't feel quite like yourself.

I've been through enough of these seasons to know that there are a handful of patterns I fall into every single time. They seem small in the moment, but together they can keep me stuck in a rut for way longer than I need to be.

In this episode, I'm sharing:

• The five patterns I watch for when business (or life) starts to feel hard
• The subtle ways we can accidentally make a difficult season feel even heavier
• What I do differently now when I notice myself slipping into one of these patterns
• How I start finding my way back to feeling clear, grounded, and like myself again
• The questions I ask myself before making big decisions from a difficult headspace

If you're in a season where you're overthinking everything, questioning what's next, or simply feeling a little off, this episode is for you.

You might not be able to change everything that's happening around you right now. But there are things you can change about how you move through it, and sometimes that makes a much bigger difference than you'd expect.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 What to Do When Everything Feels Hard

01:30 The Habits That Make Hard Seasons Even Harder

02:25 #1: Take Care of Your Body First

04:15 Start Small When Your Routine Falls Apart

06:00 #2: Stop Isolating Yourself

08:20 #3: Make Space to Actually Feel What You’re Feeling

10:35 Why Your Problems Feel Smaller When You Regulate Yourself

11:10 #4: Get Outside of Your Own Head

13:10 Helping Someone Else Can Shift Your Perspective

13:55 #5: Stop Believing Every Thought You Have

15:35 Separate the Facts From the Story You’re Telling Yourself

16:50 Borrow Confidence From Your Past Self

17:45 Don’t Make Big Decisions From a Bad Headspace

18:35 Get Back to Yourself Before You Fix the Problem

Anyone can put together a deck full of marketing recommendations. Building a strategy that actually feels like it came from a really good CMO requires a completely different level of thinking.

Over the years, I've realized there are a handful of principles I come back to every single time I'm building strategy for a client. They've changed the way I make recommendations, how I work with founders, and honestly, how confident I feel making the calls I'm being paid to make.

This week's episode is actually pulled from a training I taught inside Fractional CMO School, and I'm walking you through what I call the Six Laws of CMO-Level Strategy.

In this episode, we're covering:

• The six laws I use when building high-level marketing strategy for clients
• How to start thinking like the person leading marketing instead of simply doing the marketing
• The common mistakes that can make an otherwise solid strategy feel more junior or execution-focused
• How to develop stronger strategic judgment when there isn't one obvious "right" answer
• How to make recommendations you can actually stand behind and communicate confidently to your clients

The more you develop this way of thinking, the easier it becomes to walk into a business, see what's actually going on, know where to focus, and make the calls your clients are looking to you to make.

And that's such a huge part of stepping into the CMO role with confidence. You trust your thinking more, your clients trust your recommendations more, and you start showing up as the person who can actually lead the marketing.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 The 6 Laws of a CMO-Level Marketing Strategy

01:14 How to Think Like a Marketing Leader

01:55 Law #1: Think Like an Owner, Marketer Second

05:25 Law #2: Your Client Is an Unreliable Narrator

08:10 Law #3: Trust Your Strategic Instincts

10:40 Law #4: Be a Leader, Not an Order Taker

14:40 The Client Mistake That Taught Me to Speak Up

16:35 Law #5: Right-Size Your Strategy to Their Resources

18:50 Law #6: Know When to Zoom In & Zoom Out

20:20 Stop Overcomplicating Your Marketing Strategy

Ever found yourself questioning whether you're actually good at marketing?

Maybe you had a client launch go poorly, or they were unhappy with their marketing results. Either way…cue existential crisis.

It doesn't matter how much experience you have – most marketers go through periods where they lose confidence in themselves. It's easy to assume the problem is you, when it’s usually just a mismatch in expectations.

The more I've spoken to marketers over the years, the more I've realised this isn't just my experience. So many of us carry this around, but very few of us actually talk about it.

In this week's episode, I'm unpacking:

• Why self-doubt is SO normal, even if you're experienced
• The three growth phases every business experiences AND what happens in marketing at each phase
• The framework I use to regain my confidence when I'm starting to feel imposter syndrome creep in

If you've ever found yourself lying awake wondering whether you've still "got it," or questioning everything after a few disappointing weeks, I really hope this episode reminds you that you're probably doing better than you think.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 Do You Ever Feel Like You're Bad at Marketing?

01:20 Why Even Experienced Marketers Lose Confidence

03:00 The Real Problem Isn't Your Marketing

04:20 Phase 1: Build

06:45 Phase 2: Stabilize

09:20 Phase 3: Grow

11:10 Why Most Businesses Stay Stuck

12:20 Ask This Before You Change Your Strategy

13:20 Stop Measuring Success Against the Wrong Phase

14:00 You're Probably Doing Better Than You Think

If you've built a successful marketing business, you've probably realised that making more money often means taking on more clients, more projects or working more hours.

And at some point, you stop wanting that.

The problem is, most marketers only see one obvious next step: build an agency. But that's not the right path for everyone.

In this episode, I'm talking about the three different directions experienced marketers can take when they want to keep growing—and why I think the better question isn't, "How do I grow my business?" It's, "What kind of business do I actually want to build?"

Because the business you build next should fit the life you want, not just your revenue goals.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

FRACTIONAL CMO START UP GUIDE: https://www.thecmooffice.com/fcmo-guide

BOOK A CALL → https://calendly.com/the-cmo-office/fcmos-clarity-call

TIMESTAMPS:

00:00 How to Grow Without Working More

01:10 The Question That Changes Everything

02:35 Option 1: Become the Premium Solo Expert

04:50 Why I Didn't Choose the Solopreneur Path

06:10 Option 2: Build an Agency

08:00 Why an Agency Wasn't Right for Me

09:00 Option 3: Become a Fractional CMO

11:20 Why I Chose the Fractional CMO Model

13:00 Which Business Model Fits Your Life?

14:10 Build a Business You Don't Want to Escape

Thinking about becoming a Fractional CMO but worried you'll be on Slack all day, stuck in back-to-back meetings, and responsible for absolutely everything?

I hear these concerns from marketers all the time. And honestly? Almost every one of them comes from a misunderstanding of what the Fractional CMO role actually is.

In this week’s episode, I'm breaking down:

• The 5 biggest myths that stop great marketers from stepping into the Fractional CMO role
• Why so many Fractional CMOs end up creating a business that burns them out
• The difference between being a strategic leader and becoming another member of the marketing team
• What the role should actually look like inside a client's business
• And how to build a Fractional CMO business that's sustainable, profitable, and gives you the freedom you were looking for in the first place

If you've ever thought, "I'd love to become a Fractional CMO... but I don't want to be responsible for everything," this episode is for you.

Ready to take the next step?

If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.

🎓 Learn More → http://www.fractional-cmo-school.com/

TIMESTAMPS:

00:00 The 5 Biggest Myths About Becoming a Fractional CMO

01:05 Myth #1: You'll Spend All Day in Slack

03:10 Myth #2: You're Responsible for Everything

05:45 Why CMOs Lead Instead of Execute

06:45 Myth #3: Every Client Emergency Is Your Emergency

09:00 Myth #4: You'll Spend All Day in Meetings

11:30 Set Boundaries Before Clients Set Them for You

12:30 Myth #5: Clients Expect You to Do Everything

14:15 Teach Clients How to Work With You

15:35 Build a Fractional CMO Business That Gives You Freedom