It’s been a little over four years since I started working as a fractional CMO. It’s been challenging, rewarding, and honestly, I wouldn’t change a thing.
How I Got Here
Before stepping into this role, I worked in-house at a CPA firm as the Director of Business Development and Marketing, and before that, at a law firm for almost three years as a Business Development Officer. Even earlier, I was in sales at ADP.
While ADP didn’t teach me much about marketing, it did teach me the power of relationships. Many people came and went in that job, but I built relationships with bankers and CPAs who became trusted referral partners, and many of those connections remain strong today.
That foundation of relationship-building is still at the core of everything I teach my clients. Marketing tools and trends change constantly, but the relationships you build and nurture will always be what sustain your business.
Starting Every Engagement with a Plan
Every engagement I take on looks a little different because it’s customized to what a client needs. But let’s say it’s one of my full-service engagements, here’s how it typically starts.
We begin with a plan. We talk about what success looks like and what it’s going to take to get there. I like to organize all relationship and contact information early on and build a newsletter to help clients stay visible within their network. I’ll often have them identify their top referral sources and create a plan for consistent communication with those people.
Building a Consistent Brand
From there, we turn to the marketing side. Making sure all materials are consistent in color, font, and tone. We’ll develop a branding guide so the website, social media, and print pieces all align. That’s the foundation.
Once that’s set, we move into “maintenance mode”—but that can still include things like rebrands or website redesigns, which have become some of my favorite projects.
Strengthening the Digital Footprint
I also focus heavily on building a strong digital footprint. SEO plays a big role, as does positioning each client as a thought leader in their field. We spend time researching what their ideal clients are searching for online and create high-quality, valuable content around those topics.
Learning from Every Client
At any given time, I’m working with around 20 clients, all at different stages. Some are ongoing fractional CMO engagements, while others are project-based. One of the best parts of working with so many clients is how much I learn from each of them, which helps me bring even more value to everyone I work with.
The people I work with are highly regarded professionals—accountants, attorneys, financial advisors, and business owners—who often know more about marketing and business development than they realize. I act as their accountability partner, helping them put great ideas into action. We work as a team.
Why I Love the Fractional Model
The nice thing about being fractional is that clients can use me when they need me. Unlike a full-time employee, there’s no pressure to fill time when things are slower. I’m there when there’s strategy to build, campaigns to launch, or growth to plan, and I’m fully utilized when I’m needed most.
It’s a rhythm I love. I get to work with smart, driven people doing meaningful work, and help them grow in ways that feel authentic and strategic. After four years, I can honestly say this career path has been one of the most fulfilling choices I’ve made.