Diary of a Fractional

Josh Porter: Building a Fractional CMO Practice in the AI Era

After 20 years in corporate go-to-market roles, including at Google Cloud, Josh Porter was laid off and spent a year searching for his next role. Instead, he built a fractional CMO practice focused on growth-stage AI companies.In this conversation, Josh shares how he found his niche, built visibility through content, and developed a more systematic approach to referrals. He also explains why using AI to make marketing more efficient shouldn’t come at the cost of human judgment, empathy, and real customer relationships.Chapters0:00 From Corporate Career to Fractional CMO0:42 The Layoff That Sparked a Career Pivot3:12 Standing Out in a Crowded Fractional Market4:38 Finding a Niche in Growth-Stage AI7:24 Building Visibility Through Content10:41 Referrals, Communities, and Partnerships14:31 Structuring Services and Client Engagements18:25 The Surprising Differences Between Google and a Scale-Up21:41 Keeping Marketing Human in the Age of AI25:55 Building a Long-Term Fractional Practice26:51 Systemizing Referrals28:59 Staying Patient While Finding Your First ClientConnect with Josh PorterLinkedIn: https://www.linkedin.com/in/thejoshporter/Book: https://www.thunderwolf.co/thelasthumanmarketerPodcast: Marketing Pack LeadersNewsletter: Market How

Fractional Resources and FrameworksExplore Fractional Workspace: https://fractionalworkspace.comJoin The Fractional Playbook newsletter: https://the-fractional-playbook.beehiiv.comFollow Diary of a Fractional: https://linkedful.io/diary-of-a-fractional

Susan Tyson is a fractional marketing advisor, author, and founder of SG Tyson Marketing Essentials. With extensive corporate and agency experience, she has built a long-running advisory practice focused on helping businesses clarify their marketing strategy, positioning, and revenue opportunities.After being downsized in 2014, Susan transformed a career transition into an independent advisory practice. In this conversation, she shares how she built a sustainable fractional business by staying specific about who she helps, diversifying her pipeline, and focusing on strategy before execution.Chapters0:00 Announcements - Fractional Workspace & Fractional Newsletter0:56 From Corporate to Consultancy3:09 Building a Sustainable Client Pipeline7:13 The Importance of Strategic Positioning11:48 Aligning Marketing and Sales16:05 Managing Multiple Clients Effectively18:55 Long-Term Success as an Advisor20:40 Navigating AI in Marketing24:15 Addressing Ageism in the Fractional World27:22 The Value of CollaborationConnect with Susan TysonLinkedIn: https://www.linkedin.com/in/susantyson/Get Susan’s book, Marketing Without the Nonsense: https://publuu.com/flip-book/117441/1799044Fractional Resources and FrameworksExplore Fractional Workspace: https://fractionalworkspace.com

Join The Fractional Playbook newsletter: https://the-fractional-playbook.beehiiv.com

Follow Diary of a Fractional: https://linkedful.io/diary-of-a-fractional

Mark Powers spent 26 years leading marketing inside major companies including General Motors, Ford Motor Company, and Adobe.After leaving the corporate world, he founded Michigan CMO to help growing businesses between $5 million and $50 million in revenue. Mark explains why marketing often becomes noise when departments operate in silos, and how his embedded fractional CMO model connects marketing, sales, finance, and operations to revenue.He also shares his trust-first approach to client acquisition, his Marketing Engine Room framework, and the lessons he learned from taking on the wrong clients early in his fractional career.Chapters00:00 Why Mark Left Corporate Marketing01:17 How Marketing Silos Create Noise05:06 Building Trust Before Selling09:19 The Fit Model: 20,000 Companies to 2514:41 What Makes an Embedded Fractional CMO Different25:41 Lessons From Mark’s Early Fractional MistakesConnect with Mark:Mark’s LinkedIn: https://www.linkedin.com/in/markapowers/Mark’s website: https://enginer ompartners.comMark’s email: [email protected]Grab our fractional resources and frameworks:Check out: https://fractionalworkspace.comJoin our newsletter: the-fractional-playbook.beehiiv.comFollow our podcast: https://linkedful.io/diary-of-a-fractional

I had the pleasure to speak with Mike Mahony, Diary Fractional’s first fractional CTO guest, to unpack how he built a long-running fractional practice after decades in technical support, software development, and executive leadership.

This conversation is especially useful for fractionals who want to move beyond “doing the work” and build a repeatable, business-minded practice that creates clarity for clients and protects their own bandwidth.

In this episode, Mike and I discuss how to position fractional expertise, how to productize services without becoming a glorified freelancer, and how decentralized leadership helps teams move faster without constant executive bottlenecks.

Chapters

00:00 - Live stream check and episode setup

00:24 - Marques introduces Mike Mahony, Diary Fractional’s first fractional CTO

01:12 - Early career mindset shaped by cost-conscious leadership thinking

02:10 - Moving from support and development into specialized technology leadership

03:08 - Building Restaurant on the Run’s digital workflow and rising to CTO

04:41 - Turning a desktop dispatch system into a web-based product

05:08 - The dispatch screen breakthrough that won executive buy-in

Connect with Mike Mahony

LinkedIn: https://www.linkedin.com/in/michaeljmahony/

YouTube: https://www.youtube.com/@removethebottleneck

Email: [email protected]

Thanks to our sponsors at FractionalWordspace.com!

If you need a CRM to organize your work as a fractional head, head on over to FractionalWorkspace.com, and they'll provide you a free trial.

We hope you enjoy today's show!

Marques Pizaro | Host of Diary of a Fractional | By Linkedful

Stan Alhadeff didn't stumble into fractional work chasing a trend; he built his practice in 2010, back when "fractional" wasn't even a word people used yet. After 15 years as a corporate CFO (including relocating from South Africa to the U.S. in 1999 so his daughter could get the care she needed), a divorce forced Stan to reinvent how he worked.Sixteen years later, he runs a fractional CFO practice serving companies in the $0–100M range, with an average client tenure of 10+ years, against an industry average of three months to a year. He's also the author of Run The Business, Don't Become It, and runs Prosperity Lab, a program helping sub-$5M companies get real financial clarity before they're ready for a full fractional CFO.In this episode, Stan and Marques get into what actually separates fractionals who last from the ones who churn and burn, the client vs. project mindset, why "keeping it real" beats hype every time, and the two rules Stan has lived his entire practice by.Chapters:00:00 – Intro: Meet Stan Alhadeff01:25 – From Corporate CFO to Fractional Life After Divorce03:23 – How Fractional CFO Client Acquisition Has Changed Since 201007:58 – Do You Actually Belong In The CFO Seat?12:25 – Why Stan Wrote "Run The Business, Don't Become It"18:44 – Ethics, Boundaries & Building a Practice That Lasts 16+ YearsTopics covered:- Transitioning from a corporate CFO career into fractional work- The difference between a "client" and a "project," and why it changes everything- How client acquisition and the fractional CFO market have shifted since 2010- Walking away from bad-fit clients and leading with ethics over ego- Lessons from writing Run The Business, Don't Become ItConnect with Stan Alhadeff:

• LinkedIn: https://www.linkedin.com/in/stanalhadeff/
• Email: [email protected]

• Website: https://businesscfoforhire.com/

Resources: Grab Stan's book, Run The Business, Don't Become It, on Amazon: Get The BookSponsored by Fractional Workspace, A CRM built for Fractionals, by Fractionals: https://fractionalworkspace.comDiary of a Fractional is hosted by Marques Pizarro, produced in partnership with Linkedful.

Most fractional executives are great operators. Building a sustainable practice around that expertise is an entirely different challenge. Monisha Longacre spent 30+ years scaling operations at companies like The Weather Channel, McKesson, EY, and Lotus Development before going fractional, and then took it one step further by building Priorigami, a productivity app designed specifically for the overwhelmed fractional mind.In this episode, she shares what the transition from corporate to fractional actually looks like, how she manages multiple clients without burning out, and the one productivity principle that changed everything.What we cover:

• How Monisha transitioned from Fortune 500 operations leadership to fractional COO work
• Why most fractionals are operating with a wide aperture and how narrowing your focus changes everything
• The story behind building Priorigami, a task management app born from her own fractional struggles
• How she manages multiple client engagements simultaneously without losing momentum
• What she wishes she knew before going fractional and the mindset shifts that made the difference
• Her advice for fractionals who are just starting and feeling overwhelmed by it allChapters:

• 00:00 Intro and Monisha's background
• 03:45 From Fortune 500 to fractional COO
• 09:20 Managing multiple clients without burning out
• 15:10 The wide aperture problem fractionals face
• 20:35 Building Priorigami from a personal need
• 27:18 What Monisha wishes she knew earlierAbout Monisha Longacre:Monisha Longacre is a Fractional COO, operational strategist, award-winning author of Practical Productivity, and founder of Priorigami, a task management app built to help fractionals and entrepreneurs focus on what actually matters.Her career spans senior operations roles at The Weather Channel, McKesson, EY, and Lotus Development, and she now helps growing businesses build the systems and structure that support sustainable scale.Connect with Monisha:LinkedIn: https://www.linkedin.com/in/mlongacre/Website: productivity101.bizBook Page with Ordering Options: https://ripples.media/books/practical-productivity/Book on Amazon: https://www.amazon.com/Practical-Productivity-Guide-Surviving-Juggling/dp/B0F2XF321R/ref=rvi_d_sccl_1/140-9169107-3763012?pd_rd_w=X0Y6E&content-id=amzn1.sym.f5690a4d-f2bb-45d9-9d1b-736fee412437&pf_rd_p=f5690a4d-f2bb-45d9-9d1b-736fee412437&pf_rd_r=4Z63AJZ24H79DF84MGFT&pd_rd_wg=3sTvu&pd_rd_r=b6e88cb8-bc14-4656-a348-4d979f70ccfb&pd_rd_i=B0F2XF321R&psc=1Productivity App: https://apps.apple.com/us/app/priorigami/id1085694599Hosted by Linkedful - done-for-you LinkedIn outreach for fractional executives.linkedful.io

Most fractional executives are great operators. Building a practice around that expertise is an entirely different skill. Michael Johnson has spent 30+ years across Fortune 500 enterprises and early-stage startups, supporting 50+ companies, closing 9-figures in transactions, and taking companies from chaos to clarity.In this episode, he shares what it actually takes to build a fractional COO practice that lasts, what most operators get wrong, and why faith and calling matter more than any title.What we cover:- How Michael transitioned from Fortune 500 leadership to fractional work- Why most operational failures aren't strategy problems; they're systems problems- What 20%+ EBITDA gains and 50%+ growth actually look like in practice- How to position yourself as a fractional COO in a crowded marketThe difference between being a fractional operator and building a fractional business- What Michael wishes he knew earlier about building a sustainable practiceChapters:00:00 Intro and Michael's background04:30 From Fortune 500 to fractional work09:15 Why operational failures are systems problems15:40 Positioning yourself as a fractional COO21:22 Building a sustainable fractional practice27:45 What Michael wishes he knew earlierAbout Michael Johnson:Michael Johnson is a Fractional COO and CEO with 30+ years of executive leadership across Fortune 500 enterprises and early-stage startups. He has led or supported over 50 companies across SaaS, Healthcare, Finance and Accounting, and AI/ML, closing nine figures in total transactions, including five companies of his own. He is the founder of Tactical Foundry and a Six Sigma Black Belt, PMP, and Certified Management Accountant.Connect with Michael:📧 [email protected]🌐 tacticalfoundry.com🔗 LinkedIn: linkedin.com/in/michael-johnson-780380📰 Substack: tacticalfoundry.substack.com🔗 Follow on LinkedIn: https://www.linkedin.com/in/marques-pizarro/Hosted by Linkedful | done-for-you LinkedIn outreach for fractional executives.linkedful.io

Most CMOs spend their careers climbing the corporate ladder. Daz McColl spent his career rewriting what great marketing looks like at some of the world's most recognized brands: Neiman Marcus, JCPenney, Carnival Cruise Corporation, and Tourism Queensland.

Now he's fractional, and in this episode he shares what that transition actually looks like, what brands consistently get wrong about marketing, and why the best strategy is always the one hiding in plain sight.

What we cover:

- How Daz transitioned from global CMO roles to fractional work

- What leading Neiman Marcus was like and what delivering their best year ever actually taught him

- Why most brands don't have a marketing problem; they have a strategy problem

- The story behind Tourism Queensland's Best Job in the World campaign that reached 3 billion people on a $1M budget

- How Storyscaping changed the way he thinks about brand building

- What fractional CMOs need to understand about showing up differently than a full-time hire

Chapters:

00:00 Intro and Daz's background

04:15 From global CMO to fractional work

09:42 Leading Neiman Marcus through bankruptcy

16:18 The Best Job in the World campaign

21:35 Why brands have a strategy problem, not a marketing problem

27:04 What fractional CMOs need to know to be successful

About Daz McColl:

Daz McColl is a globally recognized Chief Marketing Officer, marketing transformation consultant, and fractional CMO with a career spanning Neiman Marcus, JCPenney, Carnival Cruise Corporation, and Tourism Queensland.

He is the co-author of the New York Times bestseller Storyscaping, recipient of the 2022 Global CMO Award for Creativity and Storytelling, and Adjunct Professor of Marketing at the University of Miami.

Connect with Daz:

LinkedIn: linkedin.com/in/dazmccoll

Website: targan.com

Hosted by Linkedful, done-for-you LinkedIn outreach for fractional executives.linkedful.io

Most fractionals make client acquisition harder than it needs to be. Robert Gilbreath has spent two decades in the fractional world and has seen every version of this mistake. In this episode, he breaks down how he built his practice, what he learned about staying visible without burning out, and why he eventually built his own CRM to clean up the business side of fractional work.What we cover:- How Robert transitioned from corporate leadership to fractional work- The real difference between fractional, advisor, and consultant, and why the label matters less than you think- Why LinkedIn is the center of his pipeline and how one search led to a new client- How simple outreach and staying connected beat complicated systems every time- Why he built Fractional Workspace and what problem it actually solves- The lessons he wishes someone had told him earlier about going independentChapters:00:00 Intro and Robert's background00:46 Going all in on fractional work06:32 Fractional vs. consultant vs. advisor10:59 LinkedIn, visibility, and pipeline growth21:54 Building Fractional Workspace30:41 Lessons Robert wishes he knew earlierAbout Robert Gilbreath:Robert is a fractional executive, SaaS operator, and founder of Fractional Workspace, a CRM built specifically for fractionals to organize their pipeline, proposals, and client work. He's spent years operating across corporate and startup environments and now helps independent operators build practices that actually scale.Connect with Robert:LinkedIn: linkedin.com/in/robertgilbreathWebsite: robertgilbreath.comEmail: [email protected]Need help structuring your Fractional business? Go to Robert's CRM for Fractionals and take his free quiz: https://fractionalworkspace.com/?utm_source=linkedful&utm_medium=referral&utm_campaign=partner

Most fractional CMOs bring experience to the table. Jarrett Tilton built a system around it.With 25+ years across Coca-Cola, AT&T Wireless, Honeywell, SAP, and TK Elevator, including $5B+ in career pipeline impact, Jarrett went fractional before the word even existed. In 2007, he launched what would eventually become the J3 Momentum Method. This proprietary 90-day marketing operating system builds demand engines for B2B industrial and SaaS companies and leaves a capability behind long after it's gone.In this episode, Jarrett shares what it actually took to build a fractional practice that has lasted nearly two decades, the differentiation strategy, the pipeline lessons, and the four things every fractional needs to hear before they make the leap.What we cover:- Why going fractional in 2007 felt like a crazy idea, and why he did it anyway- The J3 Momentum Method and why having a system beats having a service- How to translate enterprise-level results for a $20M growth-stage company- The single biggest reason fractional engagements fail- Fractional vs. full-time — how Jarrett thinks about the decision- The four lessons every fractional needs to hear starting outTimestamps:00:00 Introduction & Jarrett's background01:00 Going fractional before the word existed05:26 The J3 Momentum Method explained12:08 Translating enterprise results for smaller companies21:30 Fractional vs. full-time — how to think about it27:52 The four lessons every fractional needs to hearConnect with Jarrett Tilton:🌐 j3global.co📧 [email protected]🔗 LinkedIn: https://www.linkedin.com/in/jarretttilton/🎧 Listen on Spotify: https://open.spotify.com/show/033w3VExYmpZ1Ps2ltO6l8?si=Q-9_-zPCSbioWJxhVsisPg🔗 Follow on LinkedIn: https://www.linkedin.com/in/marques-pizarro/Hosted by Linkedful | done-for-you LinkedIn outreach for fractional executives.