Fractional CMO Show

You don't get ahead in business by copying what successful people do, you get ahead by copying how they think. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey discusses how to develop a better way of thinking by using three specific mental models: The Map is Not The Territory, The Circle of Competence, and First Principles Thinking.

Takeaways:

• If you want to achieve the same success that someone else has, don't copy what they've done or what they're doing, copy how they think. For example, a company could copy a great ad from a competitor, but without innovating, they're always going to follow, never lead.

• Becoming a more innovative company at the forefront of the market requires a better way of thinking, rather than simply copying what already exists in the market.

• The first mental model is "The Map is not the Territory". A map does not perfectly reflect every detail of a landscape, nor does your best strategy account for every nuance with your client. The simple ideas you want to deploy are not simple.

• The second mental model is the "Circle of Competence". You need to know where your knowledge of a particular topic ends and higher experts in that field to do the work. It's good to have a base-level understanding of many topics so you know what to look for.

• The third mental model is "First Principles Thinking". While new ideas are extremely exciting, before engaging with them, you need to check if they align with the basic ways to grow a business. Does this new idea help you gain new customers, grow the transaction value, or increase the frequency of repeat purchases? If not, you need to focus on other ideas that will fulfill one of those outcomes.

• Add these models to your mindset alongside solving bigger problems and delegating everything but leadership.

Quote of the Show:

• "Improving your thinking will improve all areas of your life." - Casey Stanton

Shout Outs:

• Charlie Munger

• Jay Abraham

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/zaAGsnCjZBc

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares how to get more stuff done without working full-time for your client. You'll hear about the importance of setting milestones, what you need for holding your team accountable, and how to construct self-sufficient teams that you can leverage.

Takeaways:

• As a Fractional CMO, you are responsible for a wide variety of outcomes. Within a given day, you might be in charge of 80 hours worth of work being accomplished for a client. That is the equivalent of having ten direct reports all working eight hours a day.

• The two foundations to getting more done in less time are solving bigger problems and delegating everything except leadership. These two concepts are central to attaining success in both work and life as a Fractional CMO.

• A key tactic for Fractional CMOs is setting weekly or bi-weekly milestones that track to the progress of a quarterly goal for your team. Build a culture of candidness around the milestones to hold people accountable and find when to help the team if they're behind.

• To be an effective Fractional CMO, you need to build self-managing teams that can get stuff done and handle most issues. Successful Fractional CMOs with multiple clients don't micro-manage their teams, they support them from a high level.

• If you hear that someone on your team is off-track of their milestones, you need to reach out to them and ask how you can help them. This team member will be likely to reciprocate this action the next time someone is falling behind their milestone.

• Think of milestones as photograph-able outcomes, such as a webpage being built and deployed, X amount of emails sent, all of the collateral for a live event. Create milestones by breaking down the larger outcome into more manageable pieces

• As the CMO, it's not your job to think through every little detail of each campaign, live event, etc. Your job is to make sure that those details are thought through by someone, and you can then review their work afterward.

Quote of the Show:

• "If you want to micro-manage people, you cannot be a Fractional CMO, have multiple clients, and be very successful." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube:

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey dives into a component of executive coaching that you should use to develop both yourself and your team.

Takeaways:

• When you come across a mistake, the employee who made it likely already feels bad about it, so it's not helpful to shame them for the mistake.

• Once the issue has been discovered, your first step should be to "take a photograph of it". It's better to show your team what you saw than try to tell them a story about the problem.

• The next step is to ask your team what happened that led to this issue. You don't need an immediate answer to this, so give people a few minutes to think. The response you want to get is how this mistake happened rather than excuses for why it happened.

• Even when you know what the right answer is for fixing the problem, it will make a greater impact on your team if you ask them and give them the space to share the correct answer.

• Every member of your team is not always going to be perfect and they will make mistakes. The people you want on your team are those that will own their mistakes and fix them.

• When something breaks down, you have the opportunity to show up as the kind of leader that builds up their team and uses this mistake as a learning moment. During weekly team meetings, encourage team members to share how they fixed a problem.

Quote of the Show:

• "I don't tell someone what needs to change, I ask them what needs to change." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Shout Outs:

• The Streisand Effect - Episode #053 - https://fractionalcmo.libsyn.com/the-streisand-effect-casey-stanton-fractional-cmo-show-episode-052

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube:

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares a helpful mental model to use when joining a new fractional client and needing to clean up their mismanaged data.

Takeaways:

• There is a vast number of businesses that are trying to run all of their marketing through very basic tools. For example, some companies attempt to use Mailchimp, an effective email tool as their CRM. This results in poor reporting and missing crucial data.

• Fractional CMOs entering such a company often create a new way to organize the company's data to make it usable. As soon as they create the new structure, they incur a "debt"; the "debt" being all of the pre-existing data that does not follow the new structure.

• When implementing a new data structure, "net new" refers to the records created under the new format. For example, net new customer records could have tags related to their purchases, but if those tags are brand new then none of the older contacts have them.

• While there is no one solution for paying off the debt in the prior example, it is still something that you as a marketing leader need to tackle. It's imperative that you spend time thinking about how to balance the net new and debt.

• When you deploy something too early without considering the potential long-term implications that can come from the half-baked rollout.

• For example, if you wanted to use OAuth credentialling for customers across both Shopify and the company forum, but only rolled out the OAuth for the forum, customers would have to create a separate login for Shopify which creates friction.

Quote of the Show:

• "You're the Fractional CMO, but the whole organization always looks at you as the CMO." - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/usIAT9ke-C4

Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey is focused on discussing what CMOs need from their CRMs, the relationship between a company and technology, and how to build a strong marketing foundation in a company.

Takeaways:

• When evaluating whether you should work with a client, it's important to examine their openness to using technology to help them improve what they do. It's much easier to work with a company that is open to adapting and using technology.

• The baseline for any company's tech stack is a quality CRM (Customer Relationship Management) tool. While some companies will try to force a tool like Mailchimp into the role of a CRM, it's better to use purpose-made software.

• At its core, data warehousing refers to storing all of the data that could matter to your client in an organized, searchable way. Examples of data to store include lead origination date, lead source, contact information, purchase history, etc.

• The main criterion for a data warehousing solution that you need to consider as a CMO is whether you can easily access that data through queries. If you can't extract trends in the data or filter it, that solution has little practical value.

• The right data storage tool for you depends on your company but at the very least you should be able to track a lead's journey through the funnel.

• As the CMO, you don't have to be the one that handles every technical aspect of implementing a new MarTech tool. Delegate out the details so you can solve bigger problems.

Quote of the Show:

• "I would much rather work with a company that was open to using middleware like Zapier to get stuff to happen than one who wasn't" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/-Cy9Uj7nLJk

Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explores what you need to do in your day-to-day in order to solve bigger problems and get paid for the amazing work you do.

Takeaways:

• The bigger and more impactful the problem that you're solving is for a client, the more you'll be able to charge for your services. Your compensation is tied to the size and severity of the problems you solve.

• When companies like Deloitte are brought in to consult on how to fix a big problem, they're brought in because they are known for solving big problems. How do you position yourself to become known for solving big problems?

• One way to gain notoriety for fixing large issues is to stop solving small problems. To do this you can hire someone or outsource the labor. For Fractional CMOs, you really need to have a marketing technician as a direct report to tackle the issues thrown at you.

• You should be able to give your direct report marketing technician 15 minutes of instruction and let that inform their next 40 hours of work. For example, you would ask them to set up an email tool and then they would choose the right one and implement it.

• As a Fractional CMO, you need to make decisions that maintain a certain balance of speed and cost. While you never want to overpay, there are times when getting something done faster is worth paying extra for.

• When you think about solving bigger problems, try to globalize the problem and think about how you can remove it completely so that it never rears its head again. Even if there are small exceptions that need to be made down the line, get a process in place.

• When focused on the biggest problems, you provide the most value if you identify the critical KPIs to track, identify who owns those KPIs, and drive those people to deliver on those KPIs, every week, every month, and every quarter, that business will grow faster, with more predictability and less frustration.

Quote of the Show:

• "The bigger the problem that you solve, the bigger the impact and the bigger the paycheck" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/SrDbp5Vr_ec

Taking care of your mental health, along with your team's mental health, is critical to growing as a marketer, let alone a Fractional CMO. Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into that ways to measure your own success, which type of goals will be most fulfilling for you once achieved, and why celebrating the micro-wins within your team is so important.

Takeaways:

• Measuring yourself from where you are to how far you have to go to be successful will never get you there. Instead, create clear, tangible, and attainable goals and write them down. For example, instead of saying you want a half-million-dollar year Fractional CMO practice, write down specific income targets for hours worked.

• When you try to measure your success by working toward getting something like a watch, once you get the watch, it feels like a hollow victory because your eyes will now be fixated on getting some greater prize which will be equally as hollow.

• Don't think that because you don't have a case study as a Fractional CMO, you don't deserve a $10,000/month deal. If you're solving a problem that needs the focus of a $ 10,000-a-month Fractional CMO, you have to charge appropriately for your work.

• Your team should be looking to be responsible for more outcomes and increasingly challenging work. If you hire right and build a good culture, your team won't be reaming about taking a break after finishing a task, they'll be looking for what's next.

• It's important to celebrate your wins and create an environment where your team can do the same. Celebrate micro-wins and call out team members who contribute. Create a culture of support, respect, trust, and camaraderie within your team.

• For example, create a Slack channel called "Wins" and use it to highlight team members for exhibiting a core value, going above and beyond, or coming up with a great idea. Once you kickstart this channel, your team will start to highlight each other.

• Encourage your team to take time off and enjoy themselves, provided that outcomes are being met. As the Fractional CMO, it's not your job to micromanage each team member and their entire lives.

Quote of the Show:

• "If you measure yourself from where you are to how far you have to go to be successful, you will never get there" - Casey Stanton

Shout Outs:

• Nibir Das

• Charlie Munger

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/invite

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/jRkLkeqcLTA

Let's face it, successful email marketing is hard and there are a lot of nuances that go into doing it right. Here to demystify email marketing and guide you to peak conversion rates is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares great advice for anyone using email marketing as a channel including why they need a separate domain for emailing "Yellow Light contacts, what's required for a successful multi-part email campaign, and how marketers can improve their email delivery rates with one simple question.

Takeaways:

• It's vital to protect the primary domain of your rational clients if you ever want to have any measure of success with using email as a channel. Spammy practices can get your domain blocklisted by your own email tool and by the recipient's email provider.

• The two biggest email and spam-related regulations that senders need to be aware of are CAN-SPAM and GDPR. CAN-SPAM applies to emails sent from or to email addresses in the US. GDPR applies to those in the European Union.

• For "Yellow Light" contacts with a higher risk of unsubscribing or reporting your email as spam, it's safer to send emails to them from a separate domain and email. This protects the reputation of your fractional client's company website and emails.

• To set up a separate email for "Yellow Light" contacts, you'll want another domain that is at least a week old. For example adding company.co if you have company.com. Set up a 301 redirect so any traffic to that website is sent to your actual website and add UTMs.

• The first email you send to a list is crucial. Know what outcome you want and build a multi-part email series to accomplish that. Multi-part email series should range from 3-5 emails with each successive email filtering out those that have taken the action.

• Write emails as if it's to your mom. People are more likely to engage with casual emails that are entertaining and enjoyable to read, rather than boring and dry corporate emails loaded with logos, links, and images.

• Consider timing and frequency when sending emails, ideally sending between 10am-3pm ET on Tuesdays-Thursdays for most businesses. This impacts email open rates, so it's important to choose the right time to send your emails for your niche.

• By asking recipients to reply to your emails, you can improve inbox deliverability and avoid being marked as spam.

Quote of the Show:

• "You never want to email someone multiple times to ask them to perform an action that they've already taken" - Casey Stanton

Shout Outs:

• MX Toolbox: https://mxtoolbox.com/

• SEM Fresh & Spam Eating Monkey: https://spameatingmonkey.com/lookup

• MailerLite: https://www.mailerlite.com/

• Sendinblue: https://www.sendinblue.com/

• NeverBounce: https://neverbounce.com/

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/U92XEmY4i-Y

Let’s face it, successful email marketing is hard and there are a lot of nuances that go into doing it right. Here to demystify email marketing and guide you to peak conversion rates is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares great advice for anyone using email marketing as a channel including why they need a separate domain for emailing “Yellow Light" contacts, what’s required for a successful multi-part email campaign, and how marketers can improve their email delivery rates with one simple question.

Takeaways:

• It’s vital to protect the primary domain of your rational clients if you ever want to have any measure of success with using email as a channel. Spammy practices can get your domain blocklisted by your own email tool and by the recipient’s email provider.

• The two biggest email and spam-related regulations that senders need to be aware of are CAN-SPAM and GDPR. CAN-SPAM applies to emails sent from or to email addresses in the US. GDPR applies to those in the European Union.

• For “Yellow Light” contacts with a higher risk of unsubscribing or reporting your email as spam, it’s safer to send emails to them from a separate domain and email. This protects the reputation of your fractional client’s company website and emails.

• To set up a separate email for “Yellow Light” contacts, you’ll want another domain that is at least a week old. For example adding company.co if you have company.com. Set up a 301 redirect so any traffic to that website is sent to your actual website and add UTMs.

• The first email you send to a list is crucial. Know what outcome you want and build a multi-part email series to accomplish that. Multi-part email series should range from 3-5 emails with each successive email filtering out those that have taken the action.

• Write emails as if it’s to your mom. People are more likely to engage with casual emails that are entertaining and enjoyable to read, rather than boring and dry corporate emails loaded with logos, links, and images.

• Consider timing and frequency when sending emails, ideally sending between 10am-3pm ET on Tuesdays-Thursdays for most businesses. This impacts email open rates, so it's important to choose the right time to send your emails for your niche.

• By asking recipients to reply to your emails, you can improve inbox deliverability and avoid being marked as spam.

Quote of the Show:

• “You never want to email someone multiple times to ask them to perform an action that they've already taken” - Casey Stanton

Shout Outs:

• MX Toolbox: https://mxtoolbox.com/ 

• SEM Fresh & Spam Eating Monkey: https://spameatingmonkey.com/lookup 

• MailerLite: https://www.mailerlite.com/

• Sendinblue: https://www.sendinblue.com/

• NeverBounce: https://neverbounce.com/

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: https://youtu.be/SUfTiczV45g 

Safely securing your company's data has never been more important than it is now, especially in the wake of the LastPass hack. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares a few cyber security best practices for your fractional clients, the tech details that you actually need to know, and why your customers' data is the number one thing you need to think about as a Fractional CMO.

Takeaways:

• As a Fractional CMO, you need to accept technology as a part of your day-to-day and lean into it. This does not mean you need to be an expert in tech and cybersecurity, but you do need to think critically from the outside.

• It's important to understand the basics of your clients' technological infrastructure. Are their servers in the office or in a data center somewhere in California? Who has access?

• The number one thing you should be concerned about as a Fractional CMO is customer data. This includes leads, customers, partners, and anything related to them such as purchase history. This data is typically in a CRM tool or data warehouse.

• If your customer only uses one username and password for all of their users, there won't be an audit trail linked to a specific user in case something bad was to happen.

• Everyone that works for your client should not have the same level of visibility and permissions which give them access to everything in a tool that the company uses.

• Using two-factor authentication is a great way to strengthen your clients' security. Two-factor authentication requires users to input a code that is sent to their designated cell phone after entering their username and password.

• Although it can be painful, a good way to keep your company's data safe and secure is to lock everyone out of everything and then give them access once they need it.

Quote of the Show:

• "The first thing you have to do as a Fractional CMO is to lean into technology" - Casey Stanton

Shout Outs:

• Troy Hunt - Industry-leading security researcher

• https://haveibeenpwned.com/

Links:

• Twitter: https://twitter.com/CaseyStanton

• LinkedIn: https://www.linkedin.com/in/caseystanton/

• CMOx Website: https://cmox.co/call/

• The Fractional CMO Method: https://cmox.co/book/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show

• Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671

• Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC

• YouTube: