CMO School

How your clients see you determines everything — how much they trust your decisions, how often they question your strategy, how much control they take in meetings, and ultimately how much they’re willing to pay you as a Fractional CMO.

If you’ve ever felt a client slowly start directing you, second-guessing your recommendations, or treating you more like an executor than a strategic leader, this episode will help you understand why.

In this episode, I break down:

• The communication shifts that position you as a strategic leader
• The subtle behaviors that weaken your authority
• The biggest mistake marketers make when they’re trying to show up as a leader
• And how to recalibrate the dynamic with a client if you’re sensing they don’t see you as a leader

This isn’t about being louder or more dominant. It’s about showing up with clarity, direction, and confidence in every interaction. Because being a CMO isn’t just about strategy — it’s about leadership and communication.

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 Clients Don't See You as a Leader

00:45 Communication Shift #1: Always Bring a Recommendation

02:15 Communication Shift #2: Set the Agenda

03:45 Communication Shift #3: Be Proactive

05:45 The Biggest Mistake That Destroys Trust

07:30 Small Words That Shrink Your Authority

09:15 Stronger Language Builds Stronger Leadership

10:30 How to Reset the Client Dynamic

12:00 Lead With Confidence, Not Perfection 13:00 The Difference Between a CMO and an Order Taker

Launches and marketing campaigns are one of the biggest areas, I see Fractional CMOs overstep their boundaries,

It starts with mapping out a campaign or launch…and quickly turns into building timelines, reviewing every asset, sitting in execution meetings, and basically project managing everything.

In this episode of my “What I Do and Don’t Do as a CMO” series, I’m breaking down how I approach campaign and launch planning including:

• The 6 key things I own when planning campaigns or launches
• The difference between strategy and project management
• Where most CMOs overstep during a launch or campaign
• And the filter I use to protect my time and boundaries

If you’ve ever had PTSD from launching or doing marketing campaigns (lol I feel you), this episode will help you reset your boundaries and operate at the CMO level.

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 Are You Doing Too Much as a Fractional CMO?

00:25 When This Level of Campaign Involvement Applies

01:40 Should You Even Launch in the First Place?

03:15 Build the Strategy Before the Assets

05:30 Connect Every Campaign to One Business Goal

06:50 Set Channel Direction—Not Daily Tasks

11:10 Where the Campaign Budget Should Go

13:20 Monitor Performance Without Pulling the Data

16:50 What I Never Do During a Launch

18:50 The Biggest Mistake Fractional CMOs Make

20:40 The Filter That Protects Your Scope

21:35 Lead the Launch—Don’t Project Manage It

22:10 Step Fully Into the CMO Role

When you don’t know what you should own (and what you shouldn’t) during the hiring process, you end up posting job descriptions, screening resumes, running interviews, onboarding new hires…and quickly turning your fractional role into a full-time job.

In this episode of my series “What I Do and Don’t Do as a CMO,” I’m breaking down how I handle hiring for clients.

We cover:

• The 5 things I own when it comes to hiring for client teams
• The biggest mistake I see marketers make when they try to “be helpful” with hiring
• Where the line is between strategic leadership and operational recruiting
• And the simple filter I use to protect my time and keep my boundaries

Hiring impacts marketing performance — but running the entire process is not your job.

If you’ve ever found yourself slipping into recruiter or marketing manager mode, this episode will help you reset your boundaries and operate at the CMO level.

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 Hiring Is Strategic—Recruiting Is Operational

00:50 Evaluate the Team Before You Hire

02:15 Build the Right Team for the Business

03:40 Define the Role Before You Recruit

05:35 Structure Compensation Strategically

06:55 Guide the Hiring Process—Don't Run It

08:50 The Boundaries Every Fractional CMO Needs

09:55 My Filter for CMO vs. HR Work

10:45 Stay Strategic Without Becoming the Recruiter

You don’t need a huge audience to get Fractional CMO clients.

But you do need to stop approaching sales like a freelancer.

If you’ve been posting educational content, creating freebies, or “putting yourself out there” and it’s not turning into clients, this episode will show you exactly why and what to do instead.

Today, I’m breaking down the 3 fastest ways to get booked as a Fractional CMO — and what most marketers are doing wrong when they try.

In this episode I break down:

• The three fastest ways to get Fractional CMO clients, like yesterday
• The biggest mistakes I see marketers make when they’re looking for clients
• A simple “start here” plan you can follow over the next 30 days to help you land clients fast
• And the one sentence that instantly positions you as a leader instead of “someone who helps with marketing”

If you’re done hoping dream clients will just land in your inbox, and you're ready to take things into your hands and make it happen, this episode will show you exactly how to do 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/

RESOURCES

Become a Booked Out CMO - Get my free cold pitch email templates here: Fractional CMO Sales Email Templates — The CMO Office

TIMESTAMPS

00:00 Why Most Fractional CMOs Struggle to Get Clients

02:15 Stop Selling Yourself Like a Contractor

02:55 Method #1: Leverage Your Warm Network

03:40 The 3 Biggest Referral Mistakes

07:00 The Follow-Up Most People Skip

08:20 Method #2: Build Strategic Partnerships

10:30 How to Create Referral Partners That Actually Send Clients

13:00 Method #3: Cold Pitching That Doesn't Feel Salesy

15:15 The Cold Pitch Formula That Lands Dream Clients

18:30 The Biggest Cold Outreach Mistakes

20:45 The CTA That Gets More Replies

22:15 Why Follow-Up Wins More Clients

23:45 Your 30-Day Client Acquisition Plan

25:15 The Mindset Shift That Changes Everything

If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.

So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.

In this episode, I break down:

• The core mindset shift around pricing that changes how clients perceive your value
• The real pricing ranges Fractional CMOs are charging — and when each range actually makes sense
• The two most common pricing models and which one I recommend
• The six biggest pricing mistakes that keep smart, experienced marketers undercharging — and how to fix them

This conversation is about pricing at different levels of leadership in a way that reflects responsibility, decision-making, and ownership — and supports building a lucrative, sustainable Fractional CMO business where you’re paid appropriately for the role you’re doing.

If you’ve been questioning your rates, feeling stretched thin, or sensing there’s a gap between the work you’re doing and what you’re being paid, this episode will give you the clarity you’ve been looking for.

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 Biggest Pricing Mistake Fractional CMOs Make

01:05 Stop Charging for Hours

02:10 Why Retainers Win

03:05 What Different Pricing Ranges Actually Mean

04:25 Advisory Pricing ($2K–$5K)

05:45 Mid-Range Pricing (And Where Burnout Starts)

07:00 Premium Fractional CMO Pricing

08:40 Pricing Mistake #1: Charging Hourly

09:35 Pricing Mistake #2: Selling Deliverables Instead of Leadership

10:45 Pricing Mistake #3: Undefined Scope

11:50 Pricing Mistake #4: Using Your Old Salary as a Benchmark

12:45 Pricing Mistake #5: Filling Execution Gaps

13:45 Pricing Mistake #6: Undercharging Yourself

14:45 Price for Leadership, Not Tasks

One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential.

In this episode of my series “What I Do and Don’t Do as a CMO,” and I’m diving into Social Media

We cover:

• What social media ownership actually means as a CMO
• How to think about channel selection and prioritization
• The role of positioning and high-level content direction
• What it looks like to guide performance without getting pulled into daily execution
• Why clear boundaries around social media are essential for protecting your time and value

If you’ve ever found yourself mapping out content calendars, reviewing captions, editing reels, or posting content, — this episode will help you reset your boundaries and focus on the strategic role you’re meant to play as a CMO.

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 Social Media Burns Out Fractional CMOs

00:45 Choose the Right Channels—Not Every Channel

02:00 Give Every Platform a Clear Job

03:15 Positioning Matters More Than Content

04:30 High-Level Strategy vs. Daily Content

06:20 Keep Every Channel Aligned

07:30 Monitor Results Without Managing Social Media

08:50 What I Never Do as a Fractional CMO

09:45 Stay in the CMO Seat

One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential.

In the first episode of my series “What I Do and Don’t Do as a CMO,” and I’m starting with KPIs and data.

In this episode, I break down what I do (and don’t do) as a CMO when it comes to KPIs and data.

In this episode, we cover:

• What CMOs should (and should not) do when it comes to pulling and reporting on marketing data
• The four areas I stay focused on when it comes to marketing performance and data
• The biggest mistakes and misconceptions I see when it comes to analyzing and reporting data to CEOs and leadership teams
• How to build a tracking plan that supports real decision-making

If KPIs feel intimidating or you’ve ever thought “I’m not a numbers person,” this episode will show you that you don’t need to be an analytics expert to be a great CMO. You just need clarity on your role, strong strategic thinking, and the confidence to stay in your lane.

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 KPI Mistake That Burns Out Fractional CMOs

00:45 The 4 Things I Actually Own

01:20 Build a Tracking System That Matters

03:00 Analyze Trends—Not Just Numbers

04:10 Find the "So What" Behind the Data

05:20 Turn Insights Into Action

06:40 Zoom Out Before You Zoom In

08:25 What I Never Do as a Fractional CMO

09:40 How I Report KPIs to Clients

11:10 You Don't Need to Be a Data Expert

12:00 Make Better Decisions with Better Data

Why do founder–marketer relationships break down so often — even when everyone has good intentions?

In this episode, I’m joined by Heather Chauvin, leadership coach and longtime founder, to talk honestly about what founders are actually looking for when they hire marketing support — and why marketing can be one of the most emotionally charged hires a business owner makes.

We unpack:

• Why many founders develop trust issues with marketing (and how those experiences shape expectations)
• The hype problem in marketing — and why results are never guaranteed
• What founders really want beyond revenue: to feel seen, heard, and supported
• The “secret ROI” conversations most marketers never ask — and why they matter
• Why energy management, capacity, and boundaries are part of the job
• How strong Fractional CMOs lead as partners, not order-takers or hype machines

If you’re a Fractional CMO or senior marketer, this episode will help you understand what’s really happening underneath founder expectations — and how to lead the relationship with more clarity, confidence, and trust.

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 Founders Feel Let Down by Marketing

01:30 Meet Heather Chauvin

05:30 When Marketing First Became a Business Need

08:20 Why Founders Struggle to Trust Marketing

12:30 What Great Marketing Leadership Looks Like

16:10 The Value of a Fractional CMO

19:20 Results Aren't Guaranteed - And That's Okay

24:10 Marketing Is More Like Diet Culture Than We Admit

27:15 Why Great Marketers Hold Founders Accountable

31:30 Confidence, Boundaries & Human Skills

36:00 The ROI Beyond Revenue

39:45 What Founders Actually Need From Marketing Partners

42:00 Final Advice for Marketers & Founders

If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.

So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.

In this episode, I break down:

• The core mindset shift around pricing that changes how clients perceive your value
• The real pricing ranges Fractional CMOs are charging — and when each range actually makes sense
• The two most common pricing models and which one I recommend
• The six biggest pricing mistakes that keep smart, experienced marketers undercharging — and how to fix them

This conversation is about pricing at different levels of leadership in a way that reflects responsibility, decision-making, and ownership — and supports building a lucrative, sustainable Fractional CMO business where you’re paid appropriately for the role you’re doing.

If you’ve been questioning your rates, feeling stretched thin, or sensing there’s a gap between the work you’re doing and what you’re being paid, this episode will give you the clarity you’ve been looking for.

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 to Price Yourself as a Fractional CMO

01:15 Stop Charging for Hours & Deliverables

02:25 Hourly vs. Retainer Pricing

03:30 What Fractional CMOs Actually Charge

04:15 $2K–$5K: Advisory Pricing

05:35 $4K–$10K: Where Scope Creep Gets Dangerous

06:40 $10K–$20K+: Full Fractional CMO Pricing

08:05 The 6 Pricing Mistakes Keeping You Underpaid

08:35 Mistake #1: Charging Hourly

09:10 Mistake #2: Selling Deliverables Instead of Leadership

10:00 Mistake #3: Not Defining Your Scope

11:15 Mistake #4: Pricing Based on Your Old Salary

12:00 Mistake #5: Filling Execution Gaps

13:30 Mistake #6: Undercharging Yourself

14:35 Price for Leadership, Not Tasks

If you’re leading marketing in 2025, you can’t afford not to understand AI.

In this episode, I’m joined by Callan Faulkner, AI coach and founder of The Uncommon Business, who built a $4M company in 18 months with four AI-trained employees while working less than 40 hours a week. And here’s what matters: Callan isn’t teaching the surface-level “prompt for a caption” stuff you’ve already seen everywhere. She’s teaching what it actually looks like to become an AI Architect — building systems that give you back your time, protect your creative edge, and raise the quality of your work.

We dig into:

• The shift from AI Offloader to AI Architect, and why it’s the next evolution of marketing leadership
• Why “opening a chat and generating content” is the fastest way to get generic, mediocre output
• The real unlock: documenting your frameworks and “genius” so AI can think like you, not like the internet
• The three projects Callan recommends every Fractional CMO build: a Brand Guardian, a Sales Wizard, and a Money Coach
• How to slow down up front (training systems) so you can move faster every week and reclaim real hours

If you’ve been curious about AI but hesitant to go all-in because you don’t want to lose your voice, this conversation will change how you think about AI, leadership, and what’s possible in your business.

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 Meet Callan Faulkner & The Future of AI

01:50 Why Most People Are Barely Using AI

05:10 From Burnout to Building a $4M AI Business

09:10 Leaving a Successful Business to Start Again

12:15 The Biggest AI Mistakes Marketers Make

18:40 AI Offloader vs. AI Architect

23:20 How Jess Uses AI to Save Hours Every Week

26:30 Why Most Marketers Are Thinking Too Small

31:30 AI Won't Replace Great Copywriters—It Amplifies Them

34:10 The 3 AI Systems Every Fractional CMO Should Build

39:20 Build Your Brand Guardian

40:50 Create an AI Sales Coach

45:30 The Money Coach That Changes Everything

52:00 The Mindset Shift Behind Higher Pricing

56:00 Why AI Is Really About Better Thinking

57:20 Where to Learn More from Callan