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Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode... Paul and special guest Dan Gwalter discuss the importance of selecting a niche for marketers looking to become fractional CMOs or operate in a portfolio career. They explore how to conduct a skills analysis to identify a niche and how to apply market research to find gaps in the market. Dan emphasizes the need to identify a niche at the beginning and highlights the importance of focusing on value rather than job titles. They also discuss the challenges of aligning personal strengths with market demand and provide strategies for navigating discrepancies. The conversation concludes with insights on leveraging market research tools and the iterative process of refining the ideal customer profile and niche.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Sound Bites...
"It's not about hiding and it's not about not showing your full potential. It's about actually talking to people that have the problems that you understand."
"People are hiring fractionals because they are specialists with experience that are able to come on board and quickly get outcomes that are needed."
"If you don't niche down, the reality is that your message becomes incredibly muddy. And instead of talking to one person about one problem, you end up talking to nobody."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode... Paul and special guest Dan Gwalter discuss how senior marketers can craft their career story and communicate their transition to a fractional leadership role. Dan emphasizes the importance of authenticity and identifying the reasons for transitioning, such as boredom, lack of flexibility, or not doing what they enjoy. Marketers will hear tips on how to focus on their unique experiences and transferable skills when framing their narrative. The conversation also highlights the significance of social proof, such as case studies and testimonials, in building credibility and emphasize the importance of optimizing LinkedIn profiles.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways...
Craft your career story by focusing on the reasons for transitioning and the experiences that led you to a fractional leadership role.
Use social proof, such as case studies and testimonials, to build credibility and demonstrate the outcomes you've achieved.
Optimize your LinkedIn profile and use the headline effectively to attract attention and communicate your value proposition.
Train your network to describe your new role and expertise accurately to potential clients or employers.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode… Paul and special guest Dan Gwalter discuss the importance of having a diagnostic offer as a marketer in the fractional leadership space. They explain that transitioning into a fractional role requires a shift in mindset and a different approach to packaging oneself. They emphasize the need to start with a smaller product, such as diagnostic audits or health checks, that can be sold for a fixed cost and provide a low-risk entry point for clients. They also discuss the different types of diagnostic tools, the importance of promoting and monitoring them, and the need to focus on one offer at a time.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Transitioning into a fractional role requires a shift in mindset and a different approach to packaging oneself.
Starting with a smaller product, such as audits or health checks, can provide a low-risk entry point for clients and help build trust.
There are two types of diagnostic tools: free and paid. It is recommended to have both to attract different types of clients.
Promoting and monitoring the diagnostic offer is crucial for its success. LinkedIn, emails, and personal messages can be effective channels for promotion.
It is important to focus on one ideal client profile and one niche with one offer at a time.
Establishing oneself in the fractional marketing space takes time and consistent effort, but it can lead to differentiation and success.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and Dan Gwalter discuss how marketers can articulate their value and set themselves apart as fractional leaders. They explore the importance of defining a unique value proposition and tailoring messages to different audiences. They also highlight common mistakes marketers make when building their value proposition. The conversation emphasizes the need to focus on the emotional benefits and understanding the client's pain points. They provide practical tips and tools for marketers to articulate their value effectively.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Defining a unique value proposition is crucial for marketers to set themselves apart as fractional leaders.
Marketers should focus on the emotional benefits they provide and understand their client's pain points.
Tailoring messages to different audiences is essential for effective communication.
Avoid common mistakes like being too generalist or making it all about yourself.
Use tools like Graham Robertson's functional and emotional benefits cheat sheet to articulate value effectively.
Sound Bites
"When you transition out of perm, the biggest mindset shift is you are not an employee."
"Start off with a smaller product... that enables you to work with clients, demonstrate credibility and authority in your domain whilst building that all important trust."
"Makes yeah, it makes perfect sense. And I think you know when I was transitioning into the fractional CMO role, it was very obvious that I needed that I guess low cost but high value thing diagnostic tool that someone can take part in."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and Dan Gwalter discuss the importance of trust in B2B client relationships for fractional marketers. They explore strategies for building trust and leveraging it for long-term client retention. They emphasize the need for personal branding and authenticity, as well as providing value through thought leadership and nurturing activities. They also discuss the role of accreditations and continuous professional development in building trust. Finally, they share insights on how to turn one-time clients into long-term partners by managing expectations and delivering on promises.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Trust is crucial in B2B client relationships for fractional marketers.
Building trust requires personal branding and authenticity.
Providing value through thought leadership and nurturing activities helps build trust.
Accreditations and continuous professional development can enhance trust.
Managing expectations and delivering on promises are key to retaining long-term clients.
Sound Bites
"Trust is there in relationships, partnerships, personal relationships, business partnerships."
"Corporate catfishing: creating a brand that is not authentic to who you are."
"Attraction content is about authenticity, nurturing content is about value, and conversion content is about social proof."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and Dan Gwalter discuss the process of winning and managing clients as a fractional marketer. They cover topics such as the client engagement process, effective negotiation techniques, and securing client engagements. They emphasize the importance of focusing on revenue-generating activities and building trust with prospects. They also highlight the need for a well-defined client journey and touch points, as well as the importance of understanding objections and addressing them in the sales process. The episode concludes with a discussion on closing deals and the different approaches for direct clients and allies.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Focus on revenue-generating activities when starting a fractional consulting business.
Build a well-defined client engagement process and understand the touch points in the client journey.
Address objections and have answers prepared to appease potential clients.
Learn from both successful and unsuccessful deals to refine your approach.
Set expectations and maintain momentum in the negotiation and closing process.
Differentiate between direct clients and allies and tailor your approach accordingly.
Sound Bites
"Invest your time in the things that are going to generate revenue for you."
"Think about the process as a backwards and forwards, where your role is to fulfill your half of the equation while guiding the prospect on the journey."
"You can't just talk to people once or twice and expect them to jump into bed with you."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and Dan Gwalter discuss how Fractional CMOs can become trusted advisors to their clients. They explore the meaning of being a trusted advisor and how to transition from being a service provider to a retained advisor. They also discuss the importance of building an advisor-level relationship and the value of integration into the client's business. They provide insights on pricing advisory services and the pitfalls of using an hourly rate model. The episode concludes with a preview of the next episode on strategies for expanding client relationships.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Fractional CMOs need to establish themselves as trusted advisors to maintain long-term client relationships.
Being a trusted advisor means providing high-level expertise and guidance to clients.
Transitioning from a provider to an advisor requires building trust and credibility over time.
Integration into the client's business and involvement in strategic decision-making can increase the value offered as a fractional executive.
Pricing advisory services should be based on fixed monthly rates with agreed deliverables, rather than an hourly rate model.
Sound Bites
"When I think about advisor, I think the consultancies get this right and they have, they always have done."
"The whole concept of being the trusted advisor, the key word in that sentence is trusted."
"The more integrated you get into the business, the more value you can offer because you're having those conversations."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and Dan Gwalter discuss the strategies fractional CMOs can adopt to grow their portfolio. They cover topics such as leveraging networks and referral mechanisms, building thought leadership, and managing multiple clients without compromising on service quality. The main takeaway is that business development is the primary struggle for fractional consultants, and it requires dedicated time and effort. They emphasize the importance of getting the foundational elements right, such as identifying ideal customers and understanding the purpose of content. They also discuss how to manage an increasing client base and the option of forming strategic partnerships.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Business development is the primary struggle for fractional consultants.
Dedicate a healthy amount of time each week to ongoing business development.
Get the foundational elements right, such as identifying ideal customers and understanding the purpose of content.
Manage an increasing client base by adjusting pricing, forming strategic partnerships, and maintaining a balance between work and personal life.
Sound Bites
"The bit that fractional consultants cite as their primary struggle is business development."
"If you price per hour, then most people will benchmark you on a 37 and a half hour type week."
"Your profile shouldn't be a CV. It should be a landing page for your business."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode, Paul Mills and dan Gwalter discuss the challenges faced by Fractional CMOs and how to navigate the personal transition when entering a portfolio career. They cover topics such as establishing credibility, building resilience, managing work-life balance, and the importance of sales and marketing skills. They emphasize the need for adaptability, learning from rejection, and finding support from others. They also discuss the integration of work and personal life and the importance of taking regular breaks and regrouping. The episode concludes with a discussion on mindset and the challenges of growth in fractional leadership.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Establishing credibility and building a brand takes time in the fractional landscape.
Sales and marketing skills are essential for success in a portfolio career.
Rejection is often a 'no, not now' rather than a permanent rejection.
Finding support from others and seeking feedback is crucial for personal resilience.
Work-life balance in a portfolio career requires integration and finding a blend that works for you.
Taking breaks and regrouping is important for mental and physical well-being.
Mindset plays a significant role in navigating the challenges of growth in fractional leadership.
Sound Bites
"Establishing credibility and building a brand takes time in the fractional landscape."
"Sales and marketing skills are essential for success in a portfolio career."
"Rejection is often a 'no, not now' rather than a permanent rejection."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this final episode of Season 1, Paul Mills and Dan Gwalter discuss common pitfalls associated with a portfolio career. They cover topics such as identifying growth traps, maintaining quality while scaling a service, financial management, planning for growth, and staying ahead of industry trends. Dan emphasizes the importance of finding time to build your brand and nurture relationships, rather than dedicating 100% of your time to one client. He also advises knowing your ideal client profile and being selective in order to avoid overcommitting. Paul and Dan also discuss the challenges of managing sustained growth and future-proofing your career in a competitive market.
Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
Key Takeaways…
Identify growth traps in a portfolio career and find time to build your brand and nurture relationships.
Know your ideal client profile and be selective to avoid overcommitting.
Maintain quality while scaling a service by prioritizing incumbent clients and developing processes to manage multiple clients simultaneously.
Future-proof your career by creating value-based products, developing a safety net option for existing clients, and staying focused on your core offer.
Stay ahead of industry trends by selectively pivoting and avoiding overloading your offering with too many skills and capabilities.
Sound Bites
"You have to find time to build your brand, to nurture the existing relationships that you've created and to create new relationships."
"Define your ideal customer in both directions, not just what they are, but what do they need and what does that mean for you?"
"Your time is always best spent looking after incumbent clients because the cost of acquisition for new clients is so high."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode…
In this episode of Fractional Futures, Paul Mills interviews Michelle Allbon, a Fractional Chief Revenue Officer based in New Zealand. They discuss Michelle's journey into fractional leadership, the challenges and opportunities it presents, and the current state of the fractional model in New Zealand compared to other regions. Michelle shares insights on the misconceptions surrounding fractional roles, the importance of understanding deliverables, and the future of fractional leadership as a sustainable work model. Additionally, they touch on the launch of the Fractional Directory, aimed at mapping and legitimizing the fractional community in New Zealand and beyond.
Special Guest Michelle Allbon, CEO & Co-Founder The Fractional Directory
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode… Paul Mills interviews Sofiane Morouche, a fractional CMO based in Thailand. They discuss the fractional leadership model, its appeal, and the challenges faced by fractional leaders. Sofiane shares his journey from traditional marketing to becoming a fractional CMO, the misconceptions surrounding the model, and the importance of integrating into client organizations. He emphasizes the flexibility and strategic advantages of fractional leadership, as well as its potential for growth in the future.
Special Guest Sofiane Morouche, Fractional CMO, Growth Connect Thailand
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode… Paul Mills interviews Zachary King, a Fractional VP Sales from Australia, who shares his journey into fractional leadership. Zac discusses his background in tech commercialization and startups, the challenges he faced transitioning to fractional work, and the importance of networking and client education. He emphasizes the value of the fractional model for startups and offers insights on managing client expectations, charging for services, and the future of fractional leadership. Zac also introduces the Fractional Exec Community he founded, a support network for those in the fractional space.
Special Guest Zachary King, CEO & Co-Founder The Fractional Directory
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode, Paul Mills interviews Henning Schwinum, co-founder of Vendux and Be Fractional, discussing the evolution and acceptance of fractional leadership in the American business landscape. Henning shares his journey into the fractional space, the misconceptions surrounding fractional executives, and the growing acceptance of this model in various industries. He emphasizes the commitment of fractional executives and the future of this organizational model, as well as the mission of the Fractional Leadership Alliance to unify voices in the industry.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills interviews Brooke Janousek, a fractional CMO, who shares her journey into the fractional leadership model. Brooke discusses her background in marketing, the challenges she faced transitioning to fractional work, and the misconceptions surrounding fractional roles. She emphasizes the importance of experience over age, the need for integration within client teams, and the growing acceptance of fractional leadership in various industries. Brooke also provides valuable advice for aspiring fractional marketers and CEOs considering hiring fractional leaders.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills speaks with Marc Fletcher, a Fractional CMO based in South Africa. Marc shares his journey from corporate roles to fractional leadership, discussing the appeal of flexibility and the challenges faced during the transition. He emphasizes the importance of educating clients about the fractional model and the differences between fractional, interim, and consulting roles. The conversation also touches on the maturity of businesses in relation to hiring fractional leaders and offers advice for marketers considering a shift to fractional work. Marc concludes with insights on the future of fractional leadership and his current focus on helping SMEs in South Africa develop effective marketing strategies.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills speaks with Susan Findlater, a fractional CMO from Canada, about her journey into fractional leadership. Susan shares her background in growth and financial services, her discovery of the fractional model, and the challenges she faced transitioning to this new work style. They discuss the misconceptions surrounding fractional work, the state of fractional leadership in Canada, and the experiences of clients who have embraced this model. Susan also offers advice for senior marketers considering a shift to fractional work and shares her insights on the future of this growing trend.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills interviews Margarita Mangino, a fractional CMO based in Uruguay. They discuss Margarita's journey into fractional leadership, the challenges she faced, and the importance of personal branding. Margarita shares insights on educating the market about fractional roles, the response from businesses in Uruguay, and the ideal client profiles for fractional CMOs. The conversation also touches on the hands-on nature of fractional work and offers advice for marketers considering a transition to this model. Finally, they explore the future of fractional leadership in Latin America.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode In this episode of Fractional Futures, Paul Mills speaks with Lydia McClelland, a fractional CMO from Northern Ireland. They discuss the fractional leadership model, its benefits, and how it is being embraced in various sectors. Lydia shares her journey from in-house marketing to fractional work, the importance of networking, and the challenges of managing multiple clients. The conversation also touches on the SOSTAC marketing framework, time management strategies, and the future of fractional leadership in the business landscape.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode, Paul Mills and Rob Nicholls discuss the role of fractional CMOs in helping SMEs and portfolio companies scale and maximize enterprise value. They explore the evolving landscape of marketing, the challenges faced by marketing professionals, and the importance of strategic marketing in driving growth. The conversation highlights the gaps in marketing expertise within portfolio companies and the value of fractional leadership models in addressing these challenges. They also compare the adoption of fractional models in the US and UK, emphasizing the benefits of this approach for businesses.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.
Key Takeaways
Fractional CMOs can significantly impact SMEs and portfolio companies.
Marketing has lost its influence in the C-suite over the years.
There is a pressing need for better marketing education and standards.
Strategic marketing is crucial for long-term business success.
Many companies view marketing as a cost rather than an investment.
The fractional leadership model offers flexibility and expertise.
Gaps in marketing expertise can hinder growth in portfolio companies.
Pricing is a critical aspect of marketing strategy.
The US market is more advanced in adopting fractional leadership.
Building relationships is key in both business and marketing.
Sound Bites
"Marketing has withdrawn from the C-suite."
"The most important P to my mind is pricing."
"Investors often scrutinize marketing as a cost center."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of fractional CMOs in helping portfolio companies scale and maximize enterprise value. They delve into the often-overlooked area of marketing due diligence during acquisitions, emphasizing the need for investors to assess marketing capabilities thoroughly. The conversation highlights the importance of key metrics in evaluating marketing success and the necessity for CMOs to communicate effectively with CFOs. They also explore the significance of building strong relationships between marketing and finance leaders to navigate budget requests and identify potential red flags in marketing strategies.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.
Key Takeaways
Investors often overlook marketing capabilities during due diligence.
Marketing due diligence should be a key part of acquisition processes.
The future potential of a business is more important than past performance.
Storytelling by founders can influence investor decisions.
CMOs need to align their metrics with revenue generation.
Building relationships with CFOs is crucial for CMOs.
Credibility with the board can facilitate budget approvals.
Understanding market trends is essential for identifying opportunities.
Too many metrics can dilute focus; keep it simple.
CFOs act as chief risk officers in assessing investment opportunities.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the vital role of fractional CMOs in aligning marketing strategies with business growth objectives. They explore the importance of communication between CFOs and CMOs, the necessity of integrating marketing into strategic planning, and the potential of AI and research in enhancing marketing insights. The conversation emphasizes the need for credibility, relationship-building, and understanding internal clients' needs to drive effective marketing strategies.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.
Key Takeaways
Fractional CMOs can significantly impact SMEs and portfolio companies.
Alignment between marketing and business growth is crucial for success.
CFOs often act as conduits between marketing and other departments.
CMOs must build credibility within the organization and the market.
Networking and community engagement are essential for CMOs.
Research and insights should be owned by the marketing lead.
Generative AI can enhance marketing strategies and insights.
CMOs should be involved in the strategic planning process.
Understanding internal clients' pain points is vital for marketers.
Building strong relationships can lead to greater marketing influence.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical aspects of customer acquisition and retention. They explore the importance of crafting a compelling value proposition, optimizing customer acquisition channels, and enhancing retention strategies to drive long-term profitability. Rob shares insights on the role of CFOs in shaping marketing strategies and the significance of partnerships and brand advocacy in achieving business growth. The conversation emphasizes the need for businesses to invest in marketing and understand customer lifetime value to reduce churn and foster sustainable growth.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.
Key Takeaways
Crafting a compelling value proposition is essential for customer acquisition and retention.
Traction is the ultimate proof of product market fit and should be measured through metrics like customer acquisition rates.
Investing 10% of revenue in marketing is crucial for sustainable growth.
Strategic partnerships can significantly reduce customer acquisition costs and enhance brand visibility.
High retention rates are critical for long-term profitability and indicate strong product market fit.
Understanding client profitability is essential for making informed pricing decisions.
Customer feedback is vital for reducing churn and improving retention strategies.
Marketing leaders must collaborate with CFOs to align strategies for customer retention.
Brand advocacy can drive significant growth and enhance customer trust.
Businesses should regularly gather customer feedback to address pain points and improve service offerings.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of data-driven decision-making in marketing. They explore how marketing has evolved from intuition-based strategies to analytics-driven approaches, emphasizing the importance of sharing relevant data between marketing and finance teams. Rob highlights key marketing metrics that resonate with CFOs, the significance of building trust and relationships, and the need for predictive analytics to drive sustainable growth and value creation.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
Data-driven decision-making is essential in modern marketing.
CFOs expect marketing to present metrics that drive financial decisions.
Building trust between CFOs and marketers is crucial for data sharing.
Marketing metrics should focus on revenue growth and customer acquisition costs.
Predictive analytics can help anticipate customer needs and market trends.
Involving CFOs in marketing campaigns fosters collaboration and understanding.
Not all metrics are valuable; focus on those that impact the bottom line.
Reverse engineering board expectations can guide marketing metrics.
Pricing strategies significantly influence business growth and profitability.
AI can enhance data analysis and provide insights for better decision-making.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of brand equity in driving business success. They explore how brand equity impacts business valuation, the importance of strategic rebranding, and the challenges of measuring the financial impact of branding initiatives. Rob shares insights from his extensive experience in finance, emphasizing that brand equity is a long-term investment that can significantly enhance customer loyalty, pricing power, and overall enterprise value. The conversation highlights the need for businesses to recognize the intangible value of their brands and to approach rebranding with a clear strategy focused on measurable outcomes.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
Brand equity is a key contributor to customer loyalty and profitability.
CFOs are increasingly recognizing the value of brand equity in business valuation.
Rebranding should be approached strategically, focusing on long-term impact rather than aesthetics.
Investing in brand equity can lead to higher pricing power and customer retention.
Measuring the ROI of branding initiatives requires a long-term perspective.
Brand equity is often intangible but has a significant financial impact.
Successful rebranding can drive growth and attract investors.
The modern marketer must act as a brand custodian to leverage brand power.
Brand strategies should align with long-term business goals and market opportunities.
Effective communication of brand value is essential for gaining buy-in from stakeholders.
Sound Bites
"Brand equity impacts business valuation."
"Brand takes time to develop."
"CFOs are recognizing the value of brand equity."
"Brand power can command a pricing premium."
"Rebranding must deliver long-term financial impact."
"Investing in brand can increase enterprise value."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical importance of digital transformation for businesses today. They explore the challenges and opportunities that come with adopting digital-first strategies, the necessity of aligning technology with business goals, and the importance of integrating systems for better decision-making. The conversation also highlights the role of personal branding in driving revenue and the need for businesses to focus on customer satisfaction as a key marketing strategy.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
Digital transformation is essential for modern business success.
Many SMEs struggle with digital adoption due to cost and complexity.
CFOs and CMOs must align on digital strategies for effective implementation.
Integration of technology systems is crucial for operational efficiency.
Employee turnover can disrupt technology adoption and usage.
Investments in technology should be tied to clear business outcomes.
A strong digital presence is necessary to attract and retain customers.
Building a personal brand can generate revenue opportunities.
Startups should prioritize client building over tech stack perfection.
Customer satisfaction is the best form of marketing.
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the complexities of international expansion for businesses. They explore how to adapt marketing strategies for new markets, the importance of building a global brand while maintaining consistency, and the financial risks associated with entering international markets. Rob shares insights on the necessity of market research, building relationships, and the long-term perspective needed for successful brand building in diverse regions.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
International expansion presents both opportunities and challenges.
Cultural, economic, and regulatory differences require tailored marketing strategies.
Building relationships with local distributors is crucial for market entry.
A strong global brand helps in gaining credibility in new markets.
Brand building is a long-term investment, not a short-term tactic.
Market research is essential before entering new international markets.
Different regions require different entry strategies and pricing models.
Trust and partnership building are key in relationship-driven markets.
Digital infrastructure must be localized for effective market penetration.
Businesses should focus on one or two markets at a time for effective strategy.
Sound Bites
"How should a business approach market entry?"
"It's about getting out there, meeting people."
"Build relationships. It's not difficult to do."
"You have to take a long term perspective on this."
"Don't start dropping your pricing by 10% or 20%."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode, Paul Mills and Rob Nicholls discuss the critical alignment between sales and marketing functions in driving revenue growth. They explore the financial risks of disconnected teams, the role of the CFO in ensuring alignment, and the challenges and opportunities presented by Revenue Operations (RevOps). The conversation emphasizes the importance of shared metrics, establishing a revenue council, and creating a feedback loop to optimize marketing strategies based on sales insights. Ultimately, the episode highlights the necessity of building trust and relationships to enhance revenue generation and business valuation.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
Sales and marketing alignment is crucial for revenue growth.
Disconnected teams lead to financial risks and inefficiencies.
The CFO plays a vital role in aligning sales and marketing.
RevOps has potential but often fails in smaller organizations.
Shared metrics between sales and marketing drive accountability.
Customer lifetime value is a key metric for success.
A revenue council can enhance collaboration and insights.
Feedback loops between sales and marketing improve strategies.
Building trust is essential for effective customer relationships.
Sales cycles can be shortened through effective collaboration.
Sound Bites
"Achieving collaboration is often easier said than done."
"Incentives are really important here."
"Sales should be accountable for conversion rates."
"A revenue council can drive accountability."
"Building trust is critical for revenue generation."
"You need to focus on building trust in the brand."
Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.
In this episode
In this episode, Paul Mills and Rob Nicholls discuss how marketing can significantly enhance a company's valuation multiples at exit. They explore the importance of preparing a business for sale, the factors that make a company attractive to buyers, and the critical role of storytelling in crafting a compelling growth narrative. The conversation emphasizes the need for strategic planning, brand investment, and demonstrating long-term growth potential to maximize value during an acquisition process.
Special Guest
Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor
Key Takeaways
Marketing can enhance valuation multiples at exit.
Buyers want a predictable revenue stream.
Most sellers don't prepare for a sale.
It's about maximizing the value at exit.
The marketing function has a huge part to play.
Brand investment increases margins.
You need to demonstrate long-term brand resonance.
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