The Fractional CMO Process

We start with a no-pressure conversation to understand your business, current marketing state, and whether fractional CMO is the right fit. This isn't a sales pitch - it's a diagnostic conversation.

What we'll cover:

• • Your business model, revenue, and growth goals
• • Current marketing efforts and what's working (or not)
• • Your team structure and marketing capabilities
• • Specific challenges you're facing right now
• • Whether fractional CMO is the right solution (I'll be honest if it's not)

Not everyone needs a Fractional CMO. Some businesses need execution help, not strategy. Others need a full-time hire. If that's you, I'll tell you - and point you in the right direction.

This isn't a surface-level review. I dive deep into your business to understand what's really happening with your marketing, sales process, and competitive position.

What I'll analyse:

• • Current Marketing Performance: I'll review your analytics, dashboards, campaign data, and attribution to understand what's actually driving results
• • Sales Process & Alignment: How marketing connects (or doesn't) to sales, lead quality, conversion rates, and pipeline contribution
• • Team & Capabilities: Who's doing what, skill gaps, agency relationships, and where leadership is missing
• • Tech Stack: Your CRM, automation tools, analytics setup, and whether they're actually being used effectively
• • Competitive Landscape: How you're positioned against competitors, market opportunities, and differentiation gaps
• • Customer Journey: How prospects find you, what converts them, and where you're losing opportunities

I'll talk to your team, review your numbers, and get a real understanding of your business - not just your marketing. This is the foundation for everything that follows.

Based on the audit, we build your marketing strategy and prioritized 90-day roadmap. This isn't a 50-page document that sits on a shelf - it's a working plan with clear objectives, metrics, and accountability.

What you'll get:

• • Strategic Framework: Your positioning, target audience, value proposition, and competitive differentiation
• • Channel Strategy: Which marketing channels to prioritize, why, and how they work together
• • 90-Day Priorities: The 3-5 most important initiatives to tackle first, sequenced for maximum impact
• • Success Metrics: Clear KPIs tied to business outcomes (pipeline, revenue, CAC) - not vanity metrics
• • Resource Plan: What team, budget, and tools you need to execute effectively
• • Budget Allocation: How to spend your marketing budget based on what actually drives results

You'll know exactly what we're building, why we're building it, and how we'll measure success. No surprises, no vague promises.

We'll present this to your leadership team and get alignment before moving to execution. Everyone needs to be on the same page.

Now the real work begins. I work 3-4 days per month with your team to implement, manage, optimise, and lead. This isn't remote consulting - I'm embedded with your business.

What ongoing engagement looks like:

• • On-Site + Remote Work: Mix of in-person and remote based on what your business needs that month
• • Leadership Meetings: Monthly performance reviews with your executive team to review results and adjust strategy
• • Team Management: I lead your marketing team and/or agencies, providing direction, accountability, and coaching
• • Campaign Oversight: I don't run your ads personally, but I ensure whoever does is hitting targets and optimising effectively
• • Vendor Management: I vet, hire, and manage specialists when needed (designers, developers, SEO, paid ads)
• • Performance Reporting: Monthly reporting on what's working, what's not, and why - with clear attribution to business outcomes
• • On-Call Access: Available for urgent marketing decisions, opportunities, or challenges that come up
• • Quarterly Planning: Every 90 days we review, adjust, and plan the next quarter based on results

You get strategic oversight and leadership without paying for a full-time executive. I'm accountable for marketing outcomes, not just deliverables.

Minimum Commitment: 6 months. Real marketing strategy takes time to implement, optimise, and prove out. Anyone promising instant results is lying.