Well, shit! Now what?
Let me be honest, and tell you that this wasn't a planned move. Like every other person, I did want to do 'something' of my own, but fractioning my time wasn't very high up the list.
I too wanted to build an app, and sell it for a few hundred millions, and retire. But here we are.
2023 wasn't a very easy year for us as a family (and I wrote about it here), and part of me just wanted to drop everything and go read books and vegetate. "Take a sabbatical', they said. I idea always appealed to me, but the anxiety of where the next pay cheque would come from, was always lurking somewhere at the back of my head. We had decent savings that would let me take a break for a few months if needed, but I am not wired to not worry. Later I would read that it is the cortisol addiction that makes us like that.
Anyway, I took the bold step to move into a fractional role in May 2024.
So, what does a fractional CMO do?
Think of it as having a seasoned CMO on speed dial. With two decades of experience marketing for both tech giants and scrappy startups, I help early-stage companies who understand the value of strategic marketing leadership but might not be ready for a full-time executive hire.
The role is equal parts strategist, advisor, and reality checker. I've seen firsthand the chaos that ensues when founders change company positioning every quarter, only to wonder why their marketing isn't gaining traction. A significant part of my job involves preventing exactly these kinds of missteps. Brand building is a marathon, not a sprint, and sometimes my most valuable contribution is helping founders understand this fundamental truth.
My approach is comprehensive yet tailored. I help companies identify their core challenges, whether that's building a marketing team from scratch, setting realistic goals, revitalizing stalled strategies, or – sometimes most crucially – knowing when to pull the plug on initiatives that aren't serving the business. Being a fractional CMO often means being the voice of reason, even when that means being the "bad guy." Early-stage founders are idea factories, often inspired by what worked for others. My role is to help them distinguish between what's possible and what's right for their specific situation and timing.
So in a way, I have to be the bad guy, for their good.
How expensive is a Fractional CMO?
The beauty of fractional work lies in its flexibility – both for the companies and for me. The cost is typically lower than a full-time CMO, with engagement terms varying based on factors like scope, complexity, and whether there's an existing marketing team. Key factors that decide pricing could be:
Pedigree - Where have they worked before? What is the impact they delivered?
Scope of work - What is expected of them, and what will success look like?
Skill set - What are they good at?
Notice that I don't necessarily talk about the number of years of experience as a deciding factor, becuase one could have done remarkable and impactful work in fewer number of years.
I work with these companies for a fixed number of hours a week. The numbers of hours I commit would depend on the scope of work, the complexity involved, and if they have a marketing team in place.
Sometimes I'm working with one client; other times, I'm juggling five.
And the best part? I can choose who I want to work with.
What are my specialties?
Well, I am unique. Just like everyone else.
My core expertise centers around:
Go-to-Market Strategy
I help companies craft and execute their strategies, developing core messaging and choosing the right channels.
Brand Strategy Development
This goes far beyond visual identity – it's about defining what your brand means to your ideal customer and where you want to position yourself in the market.
Team Building
I'm particularly passionate about building high-performing teams and helping products tell their stories effectively.
Product Marketing:
Why let your product be your best kept secret? Tell it's story, let us shine. This ties back to building a brand narrative.
Events Strategy
With over 15 years of experience, I've learned how to make this often-underutilized channel deliver real ROI.
The other aspects that I guide and work on are content strategy, PR/AR, and partnerships.
Not every organization needs all of these levers (although they might think that they do) at their lifecycle stage. Much like a doctor, I tell them what they need when.
The Bottom Line
Here's the crucial part – everything must tie back to revenue. While some marketing programs show quick results, others require patience. The key is knowing which channels deserve immediate scrutiny and which need time to mature. Performance marketing might show results in two weeks, but content marketing and events could take months to demonstrate their true value. The art lies in balancing these timelines while keeping the sales team supported and accountable. They key is to be patient with some channels, and impatient with others.
The path forward
I started this blog to share my journey and hopefully help others navigating similar paths. Whether you're considering becoming a fractional CMO or thinking about hiring one, I hope my experiences and insights can provide some guidance.
So now you know what a fractional does. If you paid attention to arithmetic in class, this is one of the applications.
Till next time!
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