Fractional CMO Show

What should you do if you are the Fractional CMO of a company that has a weak CEO who lacks vision? This can be a frustrating position to find yourself in, but Casey Stanton has some advice to help lessen the stress. You'll learn when the right time to speak up is, how to mince your words properly, and how to introduce new systems.

Takeaways:

• Even when you are very selective with the clients you serve, sometimes the CEO's behavior is hidden until you have started working with them for a few weeks or months.
• Short of coaching the CEO yourself, encourage them to adopt a system such as EOS (Entrepreneurial Operating System) and hire a certified EOS implementor. This forces the CEO to have a measurable vision.
• When the leader approaches you with a new project, explain to them the opportunity cost that moving the team to this plan from their current project. They can decide if it's worth it to them to abandon the project to adopt a new idea.
• If you think what the CEO is suggesting is wrong, you need to speak up. You are there to help grow the company, not to be an order taker. You are being compensated to have a voice.

Quote of the Show:

• "It really isn't your responsibility to coach the CEO" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/call/

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/FB5RfHmmzyM

It's really not that hard to become a millionaire, but if that's your only goal, you're going to have to give up a lot to get there. Casey Stanton is sharing a better way that will allow you to cultivate every part of your life while also creating value and being paid for it. Discover how you can create value as a Fractional CMO, how diving into a niche can increase your effectiveness, and why creating a great team will help you reach your goals with a smile on your face.

Takeaways:

• Consider how you can create value in the world. Become a builder who builds value. You can create value as a Fractional CMO and you can also create value as a business owner, but the business owner has to risk a lot more.
• To get paid for your value creation, you can get rid of any middlemen that stand between you and the client or problem. By removing that party, you receive the whole value that you create.
• You need to get deep into a niche to get paid for your value creation. Your ability to create outsized benefits in a niche increases the longer you spend in that niche. Your success in that niche will also aid in making a name for yourself.
• Take pride in all of your work, regardless of what it is for. Remember that what you do in anything, you do in everything. You can put systems in place that will help you grow in all aspects of your life.
• You need to set boundaries for areas of your life. As a Fractional CMO, you need to set boundaries with your clients, such as when they can contact you and expect a response. Setting boundaries allows you to have time for your family, hobbies, etc. as well as work.
• Figure out what gives you energy as a Fractional CMO and then commit yourself to be there as much as possible for the rest of your life. Let yourself do what you know you can be phenomenally effective at and let others do what you dislike or aren't good at.
• When you create a team that you enjoy working with, that has your back, and that can accomplish amazing things, the byproducts for you will be financial success and happiness.

Quote of the Show:

• "When you have systems and processes and you're not overloaded, you can be more predictable, drive more value, build a name for yourself, create more value, capture more value, become financially successful" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/call/

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/jFvldq6HH1M

Casey Stanton is giving CMOs everywhere a quick tip to improve collaboration amongst their team, share client data safely, and save you time and money.

Takeaways:

• Using a "grow@" or "account@" email allows your entire team to log in to a client's tool while only paying for one account. Your client only has to share access to one account, however, you can still assign the right work to the right team member.
• For the shared account, you should use some type of secure password-sharing software. The password should also be alphanumeric and you should consider changing it every 60 days.

Quote of the Show:

• " Easy thing to do, pretty inexpensive, and just saves a ton of time" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/pyr04M9q-sA

Help your team become more efficient by splitting up their tasks more effectively. Casey Stanton is bringing the concept of partitionable and unpartitionable tasks to the center stage to show how you may be wasting time and effort on tasks while actually making them take longer to finish. You'll learn how to recognize the different types of tasks, plan for a more efficient quarter and choose the right clients to serve as a Fractional CMO.

Takeaways:

• Brook's Law demonstrates that adding more capacity to a project that's failing actually extends the timeline it takes to produce a quality product.
• There are two main types of tasks, partitionable and unpartitionable. Unpartitionable tasks do not see an increased acceleration in completion with added manpower. Whereas, partitionable tasks are completed faster with more hands involved.
• Some tasks, like writing persuasive copy, are unpartitionable because they require a singular voice and vision.
• When you add more people to a team, you increase the amount of necessary intercommunication within the team exponentially.
• As a Fractional CMO, you should know what tasks are unpartitionable and how you can help the people working on those tasks without getting in their way.
• When doing quarterly planning, consider what tasks are partitionable or not and what the time needed to complete them actually is.
• As a Fractional CMO, the Three C's you need to know a potential client has are cash, capability, and capacity.

Quote of the Show:

• "It's the unpartitionable tasks that are the tasks that do not scale with more human capacity" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/call

Shout Outs:

• The Mythical Man-Month by Fred Brooks

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/ydFEPv40vts

Your team won't always have good times so it's imperative to build strong foundations during that peacetime to survive when wartime strikes. Casey Stanton is providing you with a mental model to mold those foundations you need to help your team. You'll learn why you must build up systems during the good times, the keys to cultivating an effective and committed team, and how to make it through the toughest of times.

Takeaways:

• Use the "War Time/Peace Time" mental model to adapt to the situation you're facing as a leader. There are things you must do depending on the situation and if you don't do them, you're team will face burnout, won't be able to execute, and miss outcome goals.
• Times of peace are when times are good and the company is doing well and is profitable. Use this time to build repeatable systems! Look long-term at what kind of support and education the team needs.
• Is your team committed to their own education? A small step to foster this could be buying everyone a book and having a monthly book report. You want your team to take on the "solve bigger problems" mentality just as you are.
• In times of peace, encourage teamwork, both interdepartmental and cross-departmental. You need to see how well they can work together in peacetime. Also, lay the foundation of good communication cadences during times of peace.
• When things are good, you should be proactively depositing into the bank account of relationships that you have with every single person on your team. By being this kind of leader during peace, you will have the respect you need during war.
• If you are a good peacetime leader, in times of war, you are able to ask people to work longer hours, load up their plates, and stress your systems.
• You need to have your team in the foxhole with you so you can collectively push and fight together every day. This level of commitment is built on respect and sense of purpose.

Quote of the Show:

• "You won't hit your outcome goals in these times of war if you don't do the right things in times of peace" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/call

Shout Outs:

• The Ultimate Sales Letter by Dan Kennedy

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/3dElW20xUyo

Learn how to get yourself to a point where you are financially secure, you love the work that you do, and you love the people you work with. Casey Stanton opens the door to Replacement Therapy to help you get rid of your least favorite clients and be energized by your work. You'll hear about how to tell if you actually like a client, when it's safe to move on from them, and how to give yourself the power to decide who to work with.

Takeaways:

• Replacement therapy is the idea that you can replace the clients that you don't love with more of the clients that you do love.
• What would it be like for you to replace your least favorite client? You can replace them and you can replace them with clients you like better and who pay you more.
• A good test of whether you like a client is if you would go out and have a drink with them if they were in town. If that doesn't sound appealing, you should probably replace them.
• Before you can safely move on from a client, you need to build up a pipeline of qualified businesses and people that you want to work with.
• Creating this pipeline allows you to have a real choice in who you work with without facing large financial risks.
• When you enjoy the work, you are more energized to do it and you can be more creative and have a more effective capacity.

Quote of the Show:

• "Companies want to hire you as a fractional chief marketing officer… They want that they want to be served by you" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/KRKVerTVQEw

When it comes to your team, does the squeaky wheel get the grease or the pink slip? Casey Stanton discusses if there is a right and wrong answer to the question and what role your situation may play in the decision. You'll learn about identifying the "magic" in an employee, what you can do to optimize an employee's capacity, and how to weigh the options from the perspective of your company.

Takeaways:

• While you are looking for new opportunities in life, what are you doing to make yourself stand out amongst the other people searching for those same opportunities.
• Your word is the most important thing you have. Even if you lose everything, you still have your word, so make sure that it means something.
• The leader needs to figure out how they can manipulate the environment so that their team can perform better.
• What changes can you make to get a nonlinear benefit?
• Simply firing anyone who can't get up to speed or can't keep their word, is an expensive solution to the problem. As an alternative, think of processes that you can implement that will help the employee produce greater outcomes.

Quote of the Show:

• "It's unacceptable to have a commitment and fail to deliver on that commitment" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/DJM8oUa7tqs

When delegating tasks to your team, are you aware of the difference between routine tasks and new and different tasks? There's a big difference in fact, and Casey Stanton is helping you understand it and how it impacts your team's productivity. Get ready to learn about how to determine what kind of tasks each person gets, what to look for when hiring for a certain type of task, and how to optimize your workforce

Takeaways:

• As a CMO, some things may be old hat for you, but when you assign them to your team, it may be new for them and you will face some natural friction.
• New and different things take longer than you think they will because there are so many roadblocks that you won't think about during the planning phase.
• When you hire a new employee, every task, process, etc that you give them is new and different to them.
• There are two types of tasks that you can assign your team, routine tasks and new and different tasks. You want the new and different tasks to become routine tasks for your team.
• Try to delegate tasks to the right people based on the type of task. Some people work best when solving new and different tasks, while others thrive with routine tasks.
• If you need help with routine tasks, look for traits like consistency when interviewing new candidates. The same goes for looking for help with new and different tasks.

Quote of the Show:

• "New and different things take more time than we tend to anticipate" - Casey Stanton

Shout Outs:

• Nibir!

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/CXwmYw0LnHI

You are at a crossroads and you need to make the conscious decision between the path to an incredible future or the path to just a standard future. Casey Stanton is here to help guide through the decision as you mull over what you really want for your future. You'll learn about creating a future that's bigger than your past, how to choose clients as a Fractional CMO, and what you need to do to have an ever increasing future.

Takeaways:

• Consider whether your idea of your future is ever expanding or if your future is just continually chasing a high you no longer feel.
• Do you look at new challenges as a great way to experience new things and grow or do you think of them as a way to measure up against your past self, desperately trying to be as successful as you once were.
• Focusing on the things which you actually have control over, are you making your future bigger than your past?
• An ever increasing future means that people are coming to you based on a level of notoriety or prestige that you have built. People look to you as a leader and you have made efforts to set yourself up as a leader.
• In an ever increasing future, you position yourself to showcase your strengths and you hire someone to take care of your weaknesses.
• As a Fractional CMO, there are ways that you can harm your future, such as choosing clients from wildly different industries that you have no experience in or trying to constantly reinvent yourself.
• You need to make the decision that you want to have an ever expanding future and stick by this goal everyday. You need to judge the opportunities you receive by whether or not they help you get closer to that future and when they don't you have to say no.

Quote of the Show:

• "When you decide that you want an ever expanding future, you must say no to opportunities that limit the expanse of your future" - Casey Stanton

Shout Outs:

• Dan Sullivan - Strategic Coach

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/VLQo7LxysLM

It doesn't matter what role you're currently in, if you want your career to grow, you need to punch up. Casey Stanton is giving you the gloves and showing you the techniques to find and take advantage of your next opportunity to solve bigger problems. You'll hear about the benefits and challenges of bigger clients, what to look for when selecting a client, and why you can't wait to punch up.

Takeaways:

• If you want to grow in your career, you need to look for bigger clients that are able to satisfy your needs. If you are good with clients in a specific industry look for larger scale clients in that industry.
• At its base, punching up is all about finding a new client that is ten times the size of your current client.
• With these bigger companies, you will be solving bigger problems, which in turn means that you can charge higher rates because you will deserve them.
• If you're not a Fractional CMO right now, what opportunities are there for you to punch up within your own organization and take on more responsibilities in marketing?
• With taking on bigger clients, the problems get bigger which makes the pressure on you increase. However, when you can make successful decisions at this level this is where you can really make a good name for yourself.
• If you are serving companies that are under $10 million per year, you need to punch up to the larger clients. If you don't, someone else will and you will miss out on those mid-market opportunities.

Quote of the Show:

• "Really, punching up is going to a company that's 10 times the size of the one that you're serving right now" - Casey Stanton

Links:

• Twitter: https://twitter.com/CaseyStanton
• LinkedIn: https://www.linkedin.com/in/caseystanton/
• Website: https://cmox.co/invite

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/Eh3L54-Wjzk