Explore every episode of the podcast Fractional CMO Show
Dive into the complete episode list for Fractional CMO Show. Each episode is cataloged with detailed descriptions, making it easy to find and explore specific topics. Keep track of all episodes from your favorite podcast and never miss a moment of insightful content.
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Title
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Your Job Is To Think Big, Here's How - Casey Stanton - Fractional CMO Show - Episode # 081
18 Oct 2023
00:18:28
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares how you can start solving bigger problems by thinking bigger and eliminating the smaller things that keep you from thinking big.
Takeaways:
- Thinking about your future requires you to break out of the mindset of linear growth. Strive to envision your future in more significant terms. Where do you want to be 25 years from now?
- Identify and solve big problems. Focusing on solving significant problems can lead to substantial progress. This includes not just identifying these issues but also determining the best ways to solve them.
- Find solutions for smaller problems that will either take care of them once and for all or can be outsourced so you keep your time and energy focused on solving bigger problems both in your life and as a Fractional CMO.
- To free up time for strategic thinking, delegate operational and routine tasks. It's essential to delegate tasks and not just responsibility, enabling you to focus on more high-impact work.
- By simplifying the ways that team members report to you, you can be more effective. Simplified reporting structures can also reduce the burden on leaders.
- A crucial role for Fractional CMOs is to predict the future using data. This involves staying ahead of trends, technology, and market shifts and being proactive in responding to them.
- Continuously monitor your market and industry. Be aware of changes and developments in your niche to stay ahead of competitors and adapt your marketing strategies.
Quote of the Show:
"Solving the problem isn't becoming an expert in every single piece of marketing technology; Solving the problem is identifying the problem and figuring out who can solve it." - Casey Stanton
Be A Marketing Leader - Casey Stanton - Fractional CMO Show - Episode # 080
11 Oct 2023
00:24:15
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares what he learned while at Copy Chief Live about the value that Fractional Chief Marketing Officers provide to their clients. Casey also dives into why your fractional clients need to be the leader of their marketing team rather than just another person who can complete small marketing tasks.
Takeaways:
Great copywriters understand the buyer's pain points and they can craft copy that highlights those pain points in such an emotionally impactful way that the buyer then wants to buy that solution to their pain points.
Two things that aren't required for great copy are an amazing funnel and every copywriting trick in the book. Great copy should be able to stand on its own. For example, it could be part of a direct mailer, a long-form webpage, or a YouTube video.
Fractional clients that are personally involved in delivering value for their customer needs their Factional CMO to come into their organization and be the leader of the marketing team. They need to lead the rest of the business, they don't have time to lead the marketing team.
While you might be able to do X marketing task, it's likely a better use of time to have someone on your team address X task, so you can give the rest of the marketing team their assignments so you can solve bigger problems.
For example, a military general should spend most of their time at the frontline of the battle with a rifle in their hand, their job is to devise the best plan to accomplish their goal. Likewise, a marketing leader's primary responsibility is making smart decisions, and they should avoid getting involved in every detail of marketing.
Once you stop being the do-er of every marketing task and become the marketing leader that your fractional client needs you to be, you will become more valuable to them which will result in higher paychecks for you.
Quote of the Show:
"Copywriters matched with a good product team can make beautiful things happen." - Casey Stanton
How to Improve Your Thinking as a Fractional CMO - Casey Stanton - Fractional CMO Show - Episode # 071
07 Jun 2023
00:20:05
You don't get ahead in business by copying what successful people do, you get ahead by copying how they think. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey discusses how to develop a better way of thinking by using three specific mental models: The Map is Not The Territory, The Circle of Competence, and First Principles Thinking.
Takeaways:
If you want to achieve the same success that someone else has, don't copy what they've done or what they're doing, copy how they think. For example, a company could copy a great ad from a competitor, but without innovating, they're always going to follow, never lead.
Becoming a more innovative company at the forefront of the market requires a better way of thinking, rather than simply copying what already exists in the market.
The first mental model is "The Map is not the Territory". A map does not perfectly reflect every detail of a landscape, nor does your best strategy account for every nuance with your client. The simple ideas you want to deploy are not simple.
The second mental model is the "Circle of Competence". You need to know where your knowledge of a particular topic ends and higher experts in that field to do the work. It's good to have a base-level understanding of many topics so you know what to look for.
The third mental model is "First Principles Thinking". While new ideas are extremely exciting, before engaging with them, you need to check if they align with the basic ways to grow a business. Does this new idea help you gain new customers, grow the transaction value, or increase the frequency of repeat purchases? If not, you need to focus on other ideas that will fulfill one of those outcomes.
Add these models to your mindset alongside solving bigger problems and delegating everything but leadership.
Quote of the Show:
"Improving your thinking will improve all areas of your life." - Casey Stanton
The Leadership Secret to Getting 80 Hours of Labor Done with 1 Hour of Your Time - Casey Stanton - Fractional CMO Show - Ep. # 070
31 May 2023
00:20:25
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares how to get more stuff done without working full-time for your client. You'll hear about the importance of setting milestones, what you need for holding your team accountable, and how to construct self-sufficient teams that you can leverage.
Takeaways:
As a Fractional CMO, you are responsible for a wide variety of outcomes. Within a given day, you might be in charge of 80 hours worth of work being accomplished for a client. That is the equivalent of having ten direct reports all working eight hours a day.
The two foundations to getting more done in less time are solving bigger problems and delegating everything except leadership. These two concepts are central to attaining success in both work and life as a Fractional CMO.
A key tactic for Fractional CMOs is setting weekly or bi-weekly milestones that track to the progress of a quarterly goal for your team. Build a culture of candidness around the milestones to hold people accountable and find when to help the team if they're behind.
To be an effective Fractional CMO, you need to build self-managing teams that can get stuff done and handle most issues. Successful Fractional CMOs with multiple clients don't micro-manage their teams, they support them from a high level.
If you hear that someone on your team is off-track of their milestones, you need to reach out to them and ask how you can help them. This team member will be likely to reciprocate this action the next time someone is falling behind their milestone.
Think of milestones as photograph-able outcomes, such as a webpage being built and deployed, X amount of emails sent, all of the collateral for a live event. Create milestones by breaking down the larger outcome into more manageable pieces
As the CMO, it's not your job to think through every little detail of each campaign, live event, etc. Your job is to make sure that those details are thought through by someone, and you can then review their work afterward.
Quote of the Show:
"If you want to micro-manage people, you cannot be a Fractional CMO, have multiple clients, and be very successful." - Casey Stanton
Being a Leader When Things Go Wrong - Casey Stanton - Fractional CMO Show - Episode # 069
24 May 2023
00:17:22
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey dives into a component of executive coaching that you should use to develop both yourself and your team.
Takeaways:
When you come across a mistake, the employee who made it likely already feels bad about it, so it's not helpful to shame them for the mistake.
Once the issue has been discovered, your first step should be to "take a photograph of it". It's better to show your team what you saw than try to tell them a story about the problem.
The next step is to ask your team what happened that led to this issue. You don't need an immediate answer to this, so give people a few minutes to think. The response you want to get is how this mistake happened rather than excuses for why it happened.
Even when you know what the right answer is for fixing the problem, it will make a greater impact on your team if you ask them and give them the space to share the correct answer.
Every member of your team is not always going to be perfect and they will make mistakes. The people you want on your team are those that will own their mistakes and fix them.
When something breaks down, you have the opportunity to show up as the kind of leader that builds up their team and uses this mistake as a learning moment. During weekly team meetings, encourage team members to share how they fixed a problem.
Quote of the Show:
"I don't tell someone what needs to change, I ask them what needs to change." - Casey Stanton
Net New vs. Debt - Casey Stanton - Fractional CMO Show - Episode # 068
18 May 2023
00:17:00
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey shares a helpful mental model to use when joining a new fractional client and needing to clean up their mismanaged data.
Takeaways:
There is a vast number of businesses that are trying to run all of their marketing through very basic tools. For example, some companies attempt to use Mailchimp, an effective email tool as their CRM. This results in poor reporting and missing crucial data.
Fractional CMOs entering such a company often create a new way to organize the company's data to make it usable. As soon as they create the new structure, they incur a "debt"; the "debt" being all of the pre-existing data that does not follow the new structure.
When implementing a new data structure, "net new" refers to the records created under the new format. For example, net new customer records could have tags related to their purchases, but if those tags are brand new then none of the older contacts have them.
While there is no one solution for paying off the debt in the prior example, it is still something that you as a marketing leader need to tackle. It's imperative that you spend time thinking about how to balance the net new and debt.
When you deploy something too early without considering the potential long-term implications that can come from the half-baked rollout.
For example, if you wanted to use OAuth credentialling for customers across both Shopify and the company forum, but only rolled out the OAuth for the forum, customers would have to create a separate login for Shopify which creates friction.
Quote of the Show:
"You're the Fractional CMO, but the whole organization always looks at you as the CMO." - Casey Stanton
When to build a Data Warehouse as a CMO - Casey Stanton - Fractional CMO Show - Episode # 067
19 Apr 2023
00:25:19
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey is focused on discussing what CMOs need from their CRMs, the relationship between a company and technology, and how to build a strong marketing foundation in a company.
Takeaways:
When evaluating whether you should work with a client, it's important to examine their openness to using technology to help them improve what they do. It's much easier to work with a company that is open to adapting and using technology.
The baseline for any company's tech stack is a quality CRM (Customer Relationship Management) tool. While some companies will try to force a tool like Mailchimp into the role of a CRM, it's better to use purpose-made software.
At its core, data warehousing refers to storing all of the data that could matter to your client in an organized, searchable way. Examples of data to store include lead origination date, lead source, contact information, purchase history, etc.
The main criterion for a data warehousing solution that you need to consider as a CMO is whether you can easily access that data through queries. If you can't extract trends in the data or filter it, that solution has little practical value.
The right data storage tool for you depends on your company but at the very least you should be able to track a lead's journey through the funnel.
As the CMO, you don't have to be the one that handles every technical aspect of implementing a new MarTech tool. Delegate out the details so you can solve bigger problems.
Quote of the Show:
"I would much rather work with a company that was open to using middleware like Zapier to get stuff to happen than one who wasn't" - Casey Stanton
What does it mean to Solve Bigger Problems? - Casey Stanton - Fractional CMO Show - Episode # 066
12 Apr 2023
00:20:20
Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explores what you need to do in your day-to-day in order to solve bigger problems and get paid for the amazing work you do.
Takeaways:
The bigger and more impactful the problem that you're solving is for a client, the more you'll be able to charge for your services. Your compensation is tied to the size and severity of the problems you solve.
When companies like Deloitte are brought in to consult on how to fix a big problem, they're brought in because they are known for solving big problems. How do you position yourself to become known for solving big problems?
One way to gain notoriety for fixing large issues is to stop solving small problems. To do this you can hire someone or outsource the labor. For Fractional CMOs, you really need to have a marketing technician as a direct report to tackle the issues thrown at you.
You should be able to give your direct report marketing technician 15 minutes of instruction and let that inform their next 40 hours of work. For example, you would ask them to set up an email tool and then they would choose the right one and implement it.
As a Fractional CMO, you need to make decisions that maintain a certain balance of speed and cost. While you never want to overpay, there are times when getting something done faster is worth paying extra for.
When you think about solving bigger problems, try to globalize the problem and think about how you can remove it completely so that it never rears its head again. Even if there are small exceptions that need to be made down the line, get a process in place.
When focused on the biggest problems, you provide the most value if you identify the critical KPIs to track, identify who owns those KPIs, and drive those people to deliver on those KPIs, every week, every month, and every quarter, that business will grow faster, with more predictability and less frustration.
Quote of the Show:
"The bigger the problem that you solve, the bigger the impact and the bigger the paycheck" - Casey Stanton
Setting Outcome Goals and Celebrating - Casey Stanton - Fractional CMO Show - Episode # 065
05 Apr 2023
00:25:09
Taking care of your mental health, along with your team's mental health, is critical to growing as a marketer, let alone a Fractional CMO. Sharing insights from his own marketing journey is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into that ways to measure your own success, which type of goals will be most fulfilling for you once achieved, and why celebrating the micro-wins within your team is so important.
Takeaways:
Measuring yourself from where you are to how far you have to go to be successful will never get you there. Instead, create clear, tangible, and attainable goals and write them down. For example, instead of saying you want a half-million-dollar year Fractional CMO practice, write down specific income targets for hours worked.
When you try to measure your success by working toward getting something like a watch, once you get the watch, it feels like a hollow victory because your eyes will now be fixated on getting some greater prize which will be equally as hollow.
Don't think that because you don't have a case study as a Fractional CMO, you don't deserve a $10,000/month deal. If you're solving a problem that needs the focus of a $ 10,000-a-month Fractional CMO, you have to charge appropriately for your work.
Your team should be looking to be responsible for more outcomes and increasingly challenging work. If you hire right and build a good culture, your team won't be reaming about taking a break after finishing a task, they'll be looking for what's next.
It's important to celebrate your wins and create an environment where your team can do the same. Celebrate micro-wins and call out team members who contribute. Create a culture of support, respect, trust, and camaraderie within your team.
For example, create a Slack channel called "Wins" and use it to highlight team members for exhibiting a core value, going above and beyond, or coming up with a great idea. Once you kickstart this channel, your team will start to highlight each other.
Encourage your team to take time off and enjoy themselves, provided that outcomes are being met. As the Fractional CMO, it's not your job to micromanage each team member and their entire lives.
Quote of the Show:
"If you measure yourself from where you are to how far you have to go to be successful, you will never get there" - Casey Stanton
How To Send An Email To A Big List - Casey Stanton - Fractional CMO Show - Episode #064
30 Mar 2023
00:42:32
Let's face it, successful email marketing is hard and there are a lot of nuances that go into doing it right. Here to demystify email marketing and guide you to peak conversion rates is Casey Stanton, the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares great advice for anyone using email marketing as a channel including why they need a separate domain for emailing "Yellow Light contacts, what's required for a successful multi-part email campaign, and how marketers can improve their email delivery rates with one simple question.
Takeaways:
It's vital to protect the primary domain of your rational clients if you ever want to have any measure of success with using email as a channel. Spammy practices can get your domain blocklisted by your own email tool and by the recipient's email provider.
The two biggest email and spam-related regulations that senders need to be aware of are CAN-SPAM and GDPR. CAN-SPAM applies to emails sent from or to email addresses in the US. GDPR applies to those in the European Union.
For "Yellow Light" contacts with a higher risk of unsubscribing or reporting your email as spam, it's safer to send emails to them from a separate domain and email. This protects the reputation of your fractional client's company website and emails.
To set up a separate email for "Yellow Light" contacts, you'll want another domain that is at least a week old. For example adding company.co if you have company.com. Set up a 301 redirect so any traffic to that website is sent to your actual website and add UTMs.
The first email you send to a list is crucial. Know what outcome you want and build a multi-part email series to accomplish that. Multi-part email series should range from 3-5 emails with each successive email filtering out those that have taken the action.
Write emails as if it's to your mom. People are more likely to engage with casual emails that are entertaining and enjoyable to read, rather than boring and dry corporate emails loaded with logos, links, and images.
Consider timing and frequency when sending emails, ideally sending between 10am-3pm ET on Tuesdays-Thursdays for most businesses. This impacts email open rates, so it's important to choose the right time to send your emails for your niche.
By asking recipients to reply to your emails, you can improve inbox deliverability and avoid being marked as spam.
Quote of the Show:
"You never want to email someone multiple times to ask them to perform an action that they've already taken" - Casey Stanton
Creating A Zero-Trust Environment - Casey Stanton - Fractional CMO Show - Episode #063
22 Mar 2023
00:20:23
Safely securing your company's data has never been more important than it is now, especially in the wake of the LastPass hack. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares a few cyber security best practices for your fractional clients, the tech details that you actually need to know, and why your customers' data is the number one thing you need to think about as a Fractional CMO.
Takeaways:
As a Fractional CMO, you need to accept technology as a part of your day-to-day and lean into it. This does not mean you need to be an expert in tech and cybersecurity, but you do need to think critically from the outside.
It's important to understand the basics of your clients' technological infrastructure. Are their servers in the office or in a data center somewhere in California? Who has access?
The number one thing you should be concerned about as a Fractional CMO is customer data. This includes leads, customers, partners, and anything related to them such as purchase history. This data is typically in a CRM tool or data warehouse.
If your customer only uses one username and password for all of their users, there won't be an audit trail linked to a specific user in case something bad was to happen.
Everyone that works for your client should not have the same level of visibility and permissions which give them access to everything in a tool that the company uses.
Using two-factor authentication is a great way to strengthen your clients' security. Two-factor authentication requires users to input a code that is sent to their designated cell phone after entering their username and password.
Although it can be painful, a good way to keep your company's data safe and secure is to lock everyone out of everything and then give them access once they need it.
Quote of the Show:
"The first thing you have to do as a Fractional CMO is to lean into technology" - Casey Stanton
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey dives into the importance of putting constraints on your work hours and how hobbies can help you become a deadlier Fractional CMO.
Takeaways:
No matter what constraints you may have in your life you still need to get the same done. According to Parkinson's Law, work takes the time allotted. What constraints are you adding to your life so that you can work more efficiently?
By adding artificial constraints to your work day, it forces you to have to get your work done in that time. However you have to fill that freed up time with something else, whether that be meditation, marathon training, or spending more time with your family.
Ask yourself what you would do with your time if you worked half as much as you do now?
Even if you never want to retire, imagine what you would do if you were retired. What would fill your time? Now think about what if you could do those things starting next month.
When you add constraints on your time by scheduling time for yourself to delve into hobbies, you make yourself have to work more effectively and efficiently which will make you deadlier as a Fractional CMO.
Quote of the Show:
"The less time you have, the more pressure you'll have on yourself to get it right, be focused, and generate a great outcome." - Casey Stanton
Keep It Simple - Casey Stanton - Fractional CMO Show - Episode # 079
04 Oct 2023
00:16:26
Yes, going down rabbit holes can be fun, but it's usually not efficient. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey delves into why the simplest solution is better than the complex, fun solution and how this applies to solving bigger problems for your client businesses.
Takeaways:
While you may enjoy complex solutions or processes if there is a simpler process that produces the same results, just with less fun, you should choose the simpler solution. If you are only being measured on delivering X result, then you should focus on delivering that result, rather than how creative you can make the process to get to that result.
Uncover which specific outcome is the most important and concentrate on achieving that fundamental goal.
For Fractional CMOs in particular, the outcomes that your clients want most are likely to be sales outcomes, not marketing outcomes. Don't get dragged down into the details of tactics used to achieve those outcomes, stay elevated so you can solve bigger problems.
In the words of Leonardo da Vinci, "Simplicity is the ultimate sophistication." There is elegance in simple, effective solutions. For example, if you struggle to explain your client's core business, you should boil the concepts down further.
Prioritize actions and strategies that directly impact customer acquisition and retention. These are fundamental to any business.
Focus on mastering a few things well. It's better to do a few things in marketing exceptionally well rather than attempting to become an expert in everything all at once.
Quote of the Show:
"Don't do everything all at once, keep it really simple so you can maximize the results wherever you are." - Casey Stanton
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explains why core values are important for Fractional CMOs and shares a few core values that you should instill in the teams you build and lead.
Takeaways:
Core values matter. They aren't just another form of weightless corporate speech. In practical terms, you should use core values to make hiring and firing decisions. Core values help put a name to the intangible behaviors and attitudes we believe in.
If a team member is falling short on a core value, make it known to them and coach them up. If they ultimately don't improve and don't exhibit that core value, you need to let them go.
When you let someone go, you give them an opportunity to find somewhere else that fits their core values better. This is better for them than trying to force themselves to fit your team's core values.
Suggested Core Value 1: Solve Bigger Problems. This focuses your team on thinking about the outcomes of their actions and solving for "the big stuff". When given an important outcome, they'll think big picture and find solutions that will work long term.
Suggested Core Value 2: Get In The Foxhole. When a team member falls off track with an objective, the whole team surrounds them and helps them in any way they can and this should happen without having to ask.
Getting in the foxhole also means that you as the leader are willing to the scrum of solving the problem when necessary to make sure that your team is able to put everything into achieving the set objective.
Suggested Core Value 3: Always Enthusiastic, Always Positive. Your team should believe they are going to succeed, but have plans in place in case of failure. Your team should be enthusiastic about doing the work and the outcome.
Quote of the Show:
"I only want to work with people that are enthusiastic and positive" - Casey Stanton
Becoming a Jewelry Thief - Casey Stanton - Fractional CMO Show - Episode #060
01 Mar 2023
00:16:08
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create your own hallways, when you should use non-scalable tactics, and why you need to become a collector of ideas.
Takeaways:
Marketers generally look at the typical solutions to a problem and then decide which of those typical solutions is best. However, you can be much more effective if you bypass those solutions altogether. For example, cutting through a wall instead of picking a lock.
Before figuring out how to solve a problem, first identify what you are solving for, then you can start thinking about the how.
While scalable tactics are very important, when you first take over as the CMO, you should be looking for the non-scalable tactics you can use to get things jumpstarted. You can start scalable tactics that require lead time after you get the first few wins.
Don't start with scalable solutions. Start with things that work and then see if you can scale them.
When you come across a problem, step back and define what problem you are solving. Next, think about the typical ways a marketer would solve that problem. Once those solutions are out of the way, get creative and come up with an interesting way to solve it.
When determining which problem to solve for your fractional client, identify which will have the biggest impact for your client and then think of the ways that you can solve it.
Become a collector of new ideas and ways to do things. Pay attention to the way things are being offered in relevant marketing campaigns. Collect these ideas so you can test them for your clients down the road and scale what sticks.
Quote of the Show:
"When you step into a business as the CMO, your job is not to come up with marketing campaigns that are going to last forever and be super robust because oftentimes those campaigns have a lot of waste to get started." - Casey Stanton
Offers VS Enterprise - Casey Stanton - Fractional CMO Show - Episode #059
15 Feb 2023
00:14:08
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares what to consider when selecting clients as a Fractional CMO to determine if they could be a potential long-term client for you.
Takeaways:
When you are evaluating prospects, it's important to see if they have the potential to be a long-term client for you. The distinction to look for is whether they have a collection of offers or a business with more enterprise value.
One example of an offer is a company that sells an individual product, such as car seats for dogs, where the success outcome is simply selling the product rather than a business with enterprise value.
Business owners that provide an offer are usually very open to testing. They usually employ copywriters, funnel builders, and media buyers.
The downside of offers is that they generally have a shelf life. Sometimes the shelf life can be a decade, while other times an offer's shelf life is a season.
The two main reasons Fractional CMOs should avoid working with clients that provide offers are the chaotic energy that is inherent in offers and there is nothing of enterprise value being built. Without enterprise value, the business tends to be unsellable.
One sign that a company has enterprise value is that it has a sales team. Two additional signals are that the company is making strategic relationships with other companies and that the company is investing in itself. An example of the latter is investing in a CRM.
Quote of the Show:
"If you are working with a company that does a couple million a year at a minimum and doesn't have a CRM, you're probably going to struggle" - Casey Stanton
Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create space for your creativity to flow, how to clear your head, and the potential business benefits that can come from simply washing the dishes.
Takeaways:
Work doesn't need to be defined as doing something that is all-engrossing and that requires 100% of your focus. For example, listening to a podcast about copywriting while walking your dog can still count as work.
Solving a problem or creating an idea isn't always possible if you're just trying to grind out the answer. In many cases, great ideas come when you step back from the problem and let your subconscious take a crack at it while you do something else.
Some tasks, such as washing dishes, can be a chance for you to calm down and allow your mind to wander and explore creative ideas without constraints. Find what tasks you can accomplish that also let you meditate and make time for them.
While in this meditative state, bring about an idea of something that you would like to improve. Think about that idea and let your mind wander a bit, but then bring yourself back to that idea or question and continue examining it.
Come up with a great question and allow it to sit with you for a while so you can really contemplate it.
Try using the "Morning Pages" exercise to clear your mind. To do this, grab a pen and paper when you wake up and write up to three pages of whatever is in your head, whether it be half-baked ideas, frustrations, to-dos, etc. Don't stress about the format.
Quote of the Show:
"I'm the Chief Dish Washing Officer in my home" - Casey Stanton
Serving You Serves Me - Casey Stanton - Fractional CMO Show - Episode #056
25 Jan 2023
00:21:37
Which clients feel the most effortless to provide value to? Once you figure that out, your work won't feel like work. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey discusses building on your strengths, how to effortlessly provide value as a Fractional CMO, and discovering your unique ability.
Takeaways:
Reflect on the mantra, "Serving you serves me."
The reason that you may feel that when you are providing the most value, it often feels like the least effort, is that you are in a state of flow. In a flow state, the activities you are doing seem effortless and unbound by time.
Many people say that you should work on your weaknesses to become a more well-rounded person. However, if you work on your strengths, then you can become deadly at a few things and hire out or automate your weaknesses.
The Confucianist concept of "wu wei" means effortless action. When you are in the flow of the work you are doing, that work won't feel like work, it will feel effortless.
Regardless of what your strength and expertise are if you further build upon those strengths, you'll probably enjoy the learning and training you do to strengthen them.
When you work with clients as a Fractional CMO building your team and identifying objectives, your approach will come from who you are and what brings you energy.
There is no limit to how finite your unique ability or area of expertise is. For example, your strength could be solving high-level marketing strategy problems or it could be making picture frames for paintings.
Quote of the Show:
"When you provide the most value, it often feels like the least effort" - Casey Stanton
The Sunday Scaries - Casey Stanton - Fractional CMO Show - Episode #055
14 Dec 2022
00:14:03
If you've ever shuddered at the thought of having to go in to work the next day to work with a certain client, then you've felt the Sunday Scaries. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey discusses how the Sunday Scaries impact your work and your life, why you need to live life as your true self, and how to be compensated for the outcome of your work.
Takeaways:
The Sunday Scaries is that feeling of dread that comes over you when you realize that you have to go back to working for someone that you really don't click with. Although you know you'll do the work for them, it's just a slog to get through.
When you feel the Sunday Scaries, it's a sign that things are off. For example, if a client is paying you well, but you really dread working with them, then you need to be prospecting for new potential clients so you can phase out this bad one.
You need to have the courage to live a life where you are true to yourself. Don't let the expectations of others control your actions.
If compensation is the main thing keeping you at your job, seriously consider if that is worth the cost of time spent personally, with your family, and enjoying life. There are other ways to attain the same financial freedom without sacrificing the rest of your life.
As a Fractional CMO, you have the ability to choose the clients you work with. If you start working with someone and they give you the Sunday Scaries, you can move on from them and solve bigger problems with clients that you align with.
If you do have the Sunday Scaries with your current work, put up better boundaries to separate your work and your personal life.
Quote of the Show:
"People on their deathbed would say that they didn't have the courage in their life to live a life that was true to themselves. They lived under the expectations of others." - Casey Stanton
Why Become a Fractional CMO? - Hannah Sturgill - Fractional CMO Show - Episode # 054
07 Dec 2022
00:24:11
When you're committed to taking control of your life and solving bigger problems, you might be ready to become a Fractional CMO. Hannah Sturgill is the Client Engagement Specialist at CMOx. Hannah explains the impact that hiring a Fractional CMO can have on a business, why commitment is crucial to success, and how to join the CMOx Accelerator.
Takeaways
The first step to becoming part of the CMOx Accelerator is a call with Hannah to make sure that you'll be able to get the most out of the Accelerator. The call is very low-stakes and Hannah asks basic questions mostly about your goals and marketing background.
Becoming a Fractional CMO provides you with a great opportunity to make a real impact on companies and the people that depend on them. There are so many businesses that have reached a ceiling of complexity and need someone to help them move beyond it.
Many of the marketers that have been impacted by the recent increase in big tech layoffs are looking to become Fractional CMOs because they see the need to become their own boss and diversify their income streams.
Before taking on clients as a Fractional CMO or even pitching potential clients your services, make sure that you have the right frameworks to be successful as a Fractional CMO.
One of the major draws to becoming a Fractional CMO is the ability to control your own schedule and choose to work whenever you want to. This is very appealing for parents who want to be around as much as possible during their children's formative years.
If you're only looking for leads without also looking for a framework, you're not actually committed to the idea of becoming a Fractional CMO. You need to be willing to invest in yourself and your own business, not just in leads.
Great opportunities come to those that are committed and willing to take risks. If you are committed, you can take control of your life and stop letting other people dictate your future.
Quote of the Show:
"If you're not super hungry, then it's a lot harder to put in the effort that it takes to be successful, so you've got to come into this with a full appetite" - Hannah Sturgill
The Streisand Effect - Casey Stanton - Fractional CMO Show - Episode #053
30 Nov 2022
00:14:04
Making heavy decisions with large downstream impacts requires you to understand the possible consequences, which is tough to do without the right tools. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey expounds upon using the Streisand Effect as a mental model for Fractional CMOs to crack the tough questions that companies need them to solve.
Takeaways:
The Streisand Effect refers to the phenomenon that occurs when an attempt to hide, remove, or censor information had the unintended consequence of increasing awareness of that information. This frequently happens through the internet.
As marketing leaders, when you are faced with certain situations, you need to ask if it is better to address the situation or stay quiet and let the situation pass by.
Scenario #1: The wrong link is sent in a webinar email invite. Now, you need to decide whether it's better to reply with "CORRECTION - UPDATED LINK" or a lookalike email that will nest over the mistake because people will read the newest email.
Scenario #2: Your client receives a negative Google review. If you get exposed for trying to bury it under fake reviews, your client is now known for lying on top of the bad review. In this case, you have to weigh the risks of ignoring it or finding a different solution.
Scenario #3: Your client is hit with bad press and it's high in SERP. You could fight to get it taken down, but lawyers are expensive. Rather, if you can't politely get it removed, you could flood the search engine with positive content.
These are the highly consequential decisions you have to make as a CMO. Being a CMO means solving bigger problems by taking accountability and owning the outcomes of their decisions.
The Streisand is a powerful mental model that allows you to see the possible outcomes of a solution to a problem so that you can weigh whether or not it's worth the risk.
Quote of the Show:
"That's what it means to be a CMO. It means to solve bigger problems and be able to take accountability and own the outcomes of them" - Casey Stanton
Exploring The Fractional CMO Landscape - Jon McMonagle - Fractional CMO Show - Episode # 052
23 Nov 2022
00:26:21
Today's guest is Jon McMonagle, the Director of Enrollment at CMOx. Jon helps marketers become Fractional CMOs so they can solve bigger problems. In this episode, Jon shares where the growing demand for Fractional CMOs is coming from, why Fractional CMOs are not the same as consultants, and what lies ahead for fractional work.
Takeaways
The range of companies that are now looking for Fractional CMOs has grown drastically over the past few years. Although the early demand came from B2B SaaS companies, now legacy businesses that have existed for decades are looking for Fractional leaders.
A driving force behind the increased demand for Fractional CMOs is private equity firms that have analyzed the business model and are looking for the insights of a CMO without paying someone a full-time salary.
Once a Fractional CMO establishes a relationship with a private equity firm and shows them the results they are looking for, that private equity firm will often introduce the Fractional CMO to their other ventures and become a valuable referral partner.
Many seven to eight-figure businesses have traditionally thought that a CMO would be inaccessible due to their salary demands, however, through the fractional model, these companies can now get access to the crucial marketing leadership they need.
The difference between a Fractional CMO and a marketing consultant is that consultants come in to fix a marketing problem and leave, whereas a Fractional CMO comes in to fix a structural problem and they tend to stick around with their clients.
Becoming a Fractional CMO is so much more than just doing run-of-the-mill marketing work. The role requires you to provide not only strategy but also leadership. If you are a great marketer but you can't lead, you're going to struggle to be a Fractional CMO.
While marketing tactics will change and become more complex in the future, the strategy and value proposition of a Fractional CMO will become more important.
Quote of the Show:
"A Fractional CMO will come in to solve a structural problem, it just happens to pertain to marketing" - Jon McMonagle
The Duality of Control and No Control - Casey Stanton - Fractional CMO Show - Episode #051
16 Nov 2022
00:21:17
There are things that you do and do not have control over in all aspects of your life and business. Thankfully, there is someone to light the path for you and your clients. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Get ready to learn about what Fractional CMO have control over and what they don't, how to get ahead of future problems, and why using a timeline can make both you and your team more effective.
Takeaways:
Dualism is the idea that you can hold two competing worldviews at the same time. Because of how interconnected all things are, you can perceive the duality of something as opposed to only wanting one thing to be one way.
A Fractional CMO has control over what they choose to focus on and the energy of the team they build around them. However, Fractional CMOs don't have control over things like CPM changes or platform errors.
The job of a Fractional CMO is complex because of the downstream impacts of your decisions. This is why it's vital to take a deep breath and determine the most important problem that you can focus on. Which problem, if solved, has the biggest outcome?
For example, the most important problem could be the thing that generates cash the fastest, stops the bleeding the fastest, or it might be the thing that is the long-term fix, like SEO, but it's going to take a long time.
Use a timeline based on months and quarters. Assign major outcomes that are tied to specific dates on this timeline to your team and let them do the work. This allows you to oversee an outcome rather than manage individual tasks.
Make you know, as a Fractional CMO, which outcomes have some wiggle room for their completion date. For example, a product launch will probably have a firmer deadline whereas for other projects you can extend the deadline.
Try using the stoic practice of Negative Visualization to think about all of the things that are in your control and what would happen if they stopped working. Then, you can pre-emptively solve those potential problems or at least have a plan in place.
Work on strengthening your prediction muscle by predicting how long things will take you. Even predicting the completion time small things like grocery shopping will help you hone your skills.
Quote of the Show:
"People ask, is it hard to be a CMO? And the answer is, it's not that it's hard, it's just that the downstream outcomes of the decisions I make or you make impact more things." - Casey Stanton
What is the number one campaign to run when joining a new client as a Fractional CMO? Track EVERYTHING. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey breaks down why you need to track every aspect of your marketing efforts, from traffic sources to conversions, and how to do it.
Takeaways:
Use UTMs: Utilize UTM (Urchine Tracking Metric) parameters to track the sources, mediums, and campaigns that drive traffic to your website.
Consider using vanity URLs to easily redirect and track the effectiveness of specific campaigns or traffic sources. For example, fractionalcmoshow.com redirects to cmox.co/podcast.
Implement a data warehouse to centralize and organize all collected data for better reporting and analysis.
Attribute customer actions to specific marketing efforts to understand which channels are most effective. Don't rely on customers to tell you where they came from, use UTMs to know where they came from.
Continuously monitor and review your tracking efforts to identify gaps and areas for improvement. While UTMs and site traffic don't need to be checked weekly, you should definitely be checking it at least every quarter.
As a CMO, it's up to you to ensure that tracking and data collection are prioritized throughout the organization. Educate your team and clients about the importance of tracking, and make it a fundamental part of your marketing strategy.
Tracking provides reliable data that will reveal valuable insights in the long term, helping to make informed decisions about marketing strategies.
Quote of the Show:
"Track literally everything you can." - Casey Stanton
Step back and use this episode as a chance to reflect on your career, where you came from, where you are, and where you are going. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. In this episode, Casey outlines the 7 Stages of Commitment for Fractional CMOs, how to use the 7 Stages to view your own career, and how to make it through the Challenging phases to reach what is on the other side.
Takeaways:
There are 7 stages of commitment to being a Fractional CMO. They are directly related to the 7 stages of long-term partnership developed by Jayson Gaddis.
The 7 stages are Courtship, Infatuation, Challenge, Collaboration, Security, Expansion, and Ending.
In the Courtship phase, marketers are thinking about what it would be like to leave the noise and responsibility of an agency. They're thinking about an easier route where they don't have to deal with things they dislike, such as finance or legal departments.
New Fractional CMOs often face the Challenge phase when they realize they need to go out and win business. While they identify as Fractional CMOs, if they are only serving one client, their perception and reality are misaligned.
The way through the Challenge phase for Fractional CMOs is to build a pipeline, have a confident sales process, and regularly go out and win new business to fill out your desired roster of Fractional CMO clients. For most, serving 2-5 clients works best.
While your Fractional CMO engagement with a client may start as a 90-day arrangement, your intent should be to build a long-term commitment. The effort involved with constantly rotating in new clients will crush you, so make sure you thrill your clients.
Establishing financial security for yourself and your family comes after you have made it through the Challenge phase. Your financial security as a Fractional CMO comes from your pipeline and your predictability in being able to serve clients
Quote of the Show:
"You are exactly where you're supposed to be right now. It's a fact. Everything that's in front of you is an opportunity for you if you choose to jump on it" - Casey Stanton
The Hedonic Treadmill and the Will to Grow - Casey Stanton - Fractional CMO Show - Episode #049
02 Nov 2022
00:19:27
Your own human nature is complex and it doesn't get easier to understand when you become a Fractional CMO. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. In this episode, Casey outlines the key lessons to help Factional CMOs overcome the Hedonic Treadmill, avoid Pyrrhic Victories, discover how to get to their goals, and build a community that they can rely on.
Takeaways:
The Hedonic Treadmill is the concept that people return to a relatively stable level of happiness despite major life changes. This is relevant for Fractional CMOs because once you reach your desired outcome, you'll still be hungry for more.
People are very bad at predicting what their emotional state will be when they reach a certain goal. This is especially applicable when it comes to thinking about future income and what level you would need to reach to then make a lifestyle change.
Income levels for Fractional CMOs don't have an upper limit. This is one of the reasons that the outcome you have in mind when beginning as a Fractional CMO needs to be about more than just the money, or else you won't find satisfaction.
As we head towards the end of the year, it's a great time to self-reflect. Ask yourself what you really want in all facets of your life.
As a counter to the Hedonic Treadmill, you need to have a plan for your money. If you don't have a plan for it, you'll just get sucked right back into the cycle of just wanting more.
A Pyrrhic victory is a win that inflicts such a devastating toll on the victor that it is tantamount to defeat. For example, your victory comes at the cost of your health, your relationships, etc.
What got you here won't get you there. Spend the time to figure out where you want to go and then discover how you're going to get there.
Having a community around you makes achieving your goals quicker and more fun. A community of energetic people will help get you energized to reach your goals.
Quote of the Show:
"There is nothing quite like a person who is on a mission to make something happen" - Casey Stanton
How to become a CMO - Casey Stanton - Fractional CMO Show - Episode #048
26 Oct 2022
00:13:03
The journey to becoming a Chief Marketing Officer can be long and arduous, but the less-traveled road to becoming a Fractional CMO can catapult your career and provide much more financial security. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. In this episode, Casey shares some of his own journey in the marketing world, how to make yourself stand out, and whether becoming a Fractional CMO might be the better path forward.
Takeaways:
Becoming a CMO through the traditional route takes a long time. You often get stuck at certain levels in the organization for various reasons or your try to hop from company to company every few years, getting a higher title each time you start somewhere new.
The traditional path to becoming a CMO requires you to put in a lot of effort to make yourself look better on paper. Common examples include leadership courses from a university, getting certifications, etc.
If your objective is to become a CMO, you're going to have more success pursuing younger, more entrepreneurial companies. This way you can speak directly to the growth-minded entrepreneur at the helm and explain how you can help.
Getting the job of a full-time CMO for a company is great, but if they let you go, you're right back into the job hunt. It's much better for your financial stability to serve multiple clients in that high-level marketing role.
Many companies need the value that a CMO provides but they can't pay for a full-time CMO. A Fractional CMO is perfect for companies of this size.
As a Fractional CMO, you can provide high-value insights for multiple clients which decreases the risks posed by one client leaving. This approach also increases your earning potential while allowing you to, potentially, decrease how much you work.
Quote of the Show:
"It's better for you and your financial stability to have multiple clients" - Casey Stanton
How much Money does a Fractional CMO Make? - Casey Stanton Fractional CMO Show - Episode #047
28 Sep 2022
00:15:16
So many marketers are overtitled and expect to be compensated according to their inflated titles which makes it hard to know what you should expect to make for your role. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. In this episode, Casey explores the hierarchy of the marketing world, how to scale that hierarchy, and what you can expect to make along to way to becoming a CMO or even a Fractional CMO.
Takeaways:
When people are overtitled, they believe they have more power than they do or should and they will try to command a higher wage than they deserve for the problems they are solving. This is especially important for smaller businesses.
At the bottom is the Marketing Technician. They have the opportunity to grow into a bigger role but at this point, they need to be a jack of all trades that can do all of the work you ask them to do. The typical hourly rate is between $15-$30.
The next level up is where you get into specialized names for marketers in specialized roles, such as CRM Specialist or Conversion Rate Optimization Specialist. If you put "lead" in their title, they will be looking for a competitive salary.
Moving up the hierarchy, Marketing Manager and Marketing Coordinator, with the Manager being slightly ahead of the Coordinator. Above those is the Marketing Director and then the VP of Marketing or the CMO
Marketing Directors usually make $60,000-$150,000 per year, but they don't bring much to the marketing strategy. They need the strategy from the CMO, who should be making a minimum of $150,000 with great CMOs bringing in $250,000-$500,000.
It can take about 10-20 years to work your way up to becoming a traditional CMO but many people get stuck at the manager level.
Great Fractional CMOs can expect to make $500,000 per year and they don't need to rely entirely on one client to provide them with their livelihood. Working for multiple companies significantly lowers the impact of being laid off or fired by a client.
Quote of the Show:
"If you have one company that pays you and that's all your livelihood, you run a significant risk" - Casey Stanton
How does a Marketing Dashboard Help a CMO? - Casey Stanton Fractional CMO Show - Episode # 046
21 Sep 2022
00:11:32
The key to a successful future as a Fractional CMO lies in the regular use of scorecards and dashboards that provide you with actionable insights and indicators that you can use to solve bigger problems. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. In this episode, Casey explains how those scorecards and dashboards need to be used, the best ways to set them up, and why they make such an impact on achieving each company's outcomes.
Takeaways:
You can become a successful Fractional CMO by reviewing every week, dashboards and scorecards that show you the health of a business, to the point that by looking at a graph or numbers, you can tell if the business is going in the right direction or not.
If you notice that the business is going in the wrong direction based on the dashboard or scorecard, you can then ask for more details, figure out why it's happening, and resolve the problem.
When you are growing a company, you need to be focused on the timeframe that you want to grow the company by and know what success looks like.
Without clarifying your goal, you will be taking actions that don't actually impact the outcome that you need. Once you identify the outcome you need to achieve, you can take intentional actions to reach it.
With your goal and timeframe defined, you can track your progress and measure whether you are on or off track to hit your goal. You'll know when you're behind schedule because it's been tracked which allows you to a proactive decision to right the ship.
Scorecards help you focus on exactly what the problem is so you can go solve it by providing great insights into the situation.
A properly set up dashboard will show you data that is actionable and that will help you solve the biggest problems.
Quote of the Show:
"A scorecard and a dashboard will change everything for you" - Casey Stanton
What are the Core Responsibilities of a Fractional CMO? - Casey Stanton - Episode #045
14 Sep 2022
00:11:05
Your job as a Fractional CMO is so much more than just a copywriter or SEO consultant. Casey Stanton is the founder of CMOx a Fractional CMO, and the author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey explains the two most important aspects of your role as a fractional CMO, what companies are actually looking for, and how to make a bigger impact.
Takeaways:
The first core responsibility for Fractional CMOs is to solve bigger problems. It is your job to identify the biggest problem, solve it and then move on to the next biggest problem and solve that.
An example of a small problem is "what should the content marketer be doing today?" Whereas, a big problem would be something like, "where are generating customers from in the next 90 days" or whether to "hire a copywriter or an affiliate manager?"
When you are solving big problems every day, you become invaluable to the organization and its future. The larger the impact you create will lead to larger paychecks for you.
The second core responsibility of a Fractional CMO is to delegate everything except leadership. Companies want Fractional CMOs to come in and be a leader that can build a marketing strategy, lead a team, and drive them towards the needed outcome.
It can be easy, and fun, to get pulled down into the small tasks, but to be successful, you need to stay elevated and stay out of the day-to-day tasks.
The second that you take your focus off of where you are going, things will start to fall apart and you will lose momentum. Keep your focus on the bigger picture and delegate anything problems that you can.
From 20,000 feet, your job is to come up with the strategy and get the right people to deploy the strategy. Breaking down a quarterly strategy into sprints ensures that the team can stay focused and work on things that push them towards outcome goals daily.
Quote of the Show:
"When you solve bigger problems, you make a bigger impact" - Casey Stanton
What Metrics Matter To A CMO - Casey Stanton - The Fractional CMO Show - Episode #044
07 Sep 2022
00:15:08
The metrics that matter the most are entirely dependent on the business and every business is different. Casey Stanton is the Founder of CMOx, a Fractional CMO, and the author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey highlights some of the most important KPIs in many popular industries, how to visualize them and what to do with them.
Takeaways:
At the base, a lead looks like a form submission that has a first and last name, an email address, and maybe a phone number. Whereas, a Marketing Qualified Lead (MQL) is that lead then saying or doing something that makes them more qualified.
Many different attributes can be used to further qualify a lead, such as checking a box to identify their problem, their income range, demographic data, etc. Often this is done by the lead self-selecting into a group but it can also be done by filtering through big data.
Once an MQL is passed from the marketing team to the sales team, the MQLs that fit additional criteria from the sales team will then become Sales Qualified Leads (SQL).
Among the many questions used to determine if an MQL is an SQL, the sales team will also try to identify the urgency of the lead, which is a big factor in becoming an SQL.
Whatever the business that you're in is, you need to know the relevant KPIs, track them, and eventually hand them off to other people that own them and marginally improve each metric every single month.
Bottoms Up Sales Improvement is a process of continually optimizing funnels by making small changes over time at every step of the way to produce dramatic results very quickly.
Using scorecards and dashboards helps you become more effective at solving bigger problems. These tools allow you to constantly monitor and make sense of the KPIs that matter the most to you.
Quote of the Show:
"If instead, you build a strategy and then find the right tactics, you'll be successful" - Casey Stanton
Understanding The Fractional CMO Method - Casey Stanton - The Fractional CMO Show - Episode #043
24 Aug 2022
00:43:39
The Fractional CMO route is great for marketers looking to serve multiple clients at a high level with each paying $3,000-$15,000 per month. This week, Casey Stanton talks about his Wall Street Journal #1 bestseller, The Fractional CMO Method, and what you can learn from it. You'll learn about how to overcome the three biggest challenges of being a Fractional CMO: having control of your pipeline, getting your clients the results they need, and the length of your contracts.
Takeaways:
The problem with being a consultant is the constant revolving door of prospecting for new clients when your contract runs out, whereas a Fractional CMO can serve as the CMO for multiple companies for extended periods, even months or years.
You have to have complete control over your pipeline. That is your key to success as a Fractional CMO. You are the only one that can get you from where you are now to your goal.
Many consultants only have a 30-90 day playbook to use and once it's done, so is their contract. By serving your clients more effectively with the Fractional CMO Method, you will extend the length of your contracts.
While branding and web design are great and important parts of marketing, if you're more focused on them than the results that they generate, you're going to find yourself out of a job.
You need to generate actual results for your clients that are outsized to your cost. Producing that big impact for them is how you stick around.
A marketing agency is not a Fractional CMO. A Fractional CMO is a person who is a stakeholder inside the business whose job it is to build and lead the marketing team.
A company doesn't get successful by being well-rounded and doing all of the marketing campaigns, it becomes successful by being deadly at a few of them and building a dynamic marketing team inside the organization.
Quote of the Show:
"The only person getting you out of where you are and putting you where you want to be in a place of wealth, in a place of consistency, of confidence is you" - Casey Stanton
What Skills does a Fractional CMO Need? - Casey Stanton - The Fractional CMO Show - Episode #042
17 Aug 2022
00:16:39
Do you have what it takes to be a Fractional CMO? In this episode, Casey Stanton goes through what experience and skills you really need to understand to build your foundation. You'll learn about what marketing knowledge you need, why you need to enjoy seeing others find success, and what discipline you should look into a little deeper.
Takeaways:
You should have experience in marketing, whether you've been in an agency or you've been helping a single company grow. While there's no time requirement, you should have a deep understanding of how marketing impacts a business.
You need to understand what marketing tools and tactics are available, but you don't need to have specific expertise in any one discipline.
Fractional CMOs need to be able to identify the biggest problem and then solve it. Rarely is the solution to those big problems having you do the work. Often, the solution is hiring someone or delegating a project effectively
You have to enjoy seeing other people succeed! You need to experience the pleasure that comes from delighting in other people's well-being. Fractional CMOs need to build up their teams and help them grow and succeed.
One hard skill that you need is a solid understanding of copywriting. What matters in copywriting is that you can understand the problem the prospect has, what level of awareness they have of it, and write something pithy and attention-grabbing.
You should understand media buying and a great way to get started is getting into the ad platforms and getting it right. If you're hiring someone to do it, you should learn by watching what they are doing.
Understanding funnel building is crucial for Fractional CMOs. There are lots of different offers that work in different markets and you should understand how they work and the psychology behind them.
Quote of the Show:
"Our fractional CMOs can't be experts at every permutation of marketing. They have to be the leader and not the doer" - Casey Stanton
Reduce Noise, Increase Value - Casey Stanton - The Fractional CMO Show - Episode #041
10 Aug 2022
00:13:29
There's a lot going on and in order to focus on what's important to your work, you need to filter out the static. Casey Stanton is dropping in to give some quick tips for Fractional CMOs, VPs of Marketing, agency owners, and everyone in between, on how you can declutter your work and solve bigger problems. Casey outlines some easy steps to reorganize your bookmarks, tidy up your desktop, and minimize the risk of a cyberattack.
Takeaways:
As a Fractional CMO, your job is to be able to understand the signal from the noise or to put it another way, separate the wheat from the chaff.
When you focus on things with the biggest leverage, you can solve bigger problems which then results in bigger rewards both for you and your client.
You need to delta the noise, and that means doing some cleaning! Start with your bookmark bar by leaving only the favicons or using folders.
When you look at your desktop, you should feel at ease. Don't save things to your desktop, instead, use a folder. Set up a junk folder and set a 30-day reminder to check it. If you're not using anything in that folder after 30 days, delete the whole folder!
Identify where the junk in your work is and block off half a day to just get rid of it. If getting rid of it saves time in your every day or offers you a more calm experience while you work, it's worth putting in the time to remove it.
Mapping Google Drive as a local drive on your computer provides you with a folder that you can drag files into and have them saved to Google Drive. This lets you access those files from anywhere and it's also a great way to backup your files.
Do not use the same password across websites! Use a password manager to avoid the complications of remembering all of those passwords and to increase your security.
Quote of the Show:
"You want to focus on the thing that has the biggest leverage" - Casey Stanton
What Should You Be Focusing On? - Casey Stanton - Fractional CMO Show - Episode # 077
06 Sep 2023
00:18:31
Next quarter is getting closer by the second, so what should you be thinking about now to set up your future success? Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey looks ahead to next quarter and shares the questions you should be asking as a marketing leader today to ensure your success in the future.
Takeaways:
Do your clients sell a product? A savvy CMO should be aware of supply chain issues, especially those related to manufacturing and shipping, as these can impact your clients' businesses.
With Q4 looming, Fractional CMOs should proactively ask clients about their Q4 targets and what success looks like for them. This helps in preparing marketing strategies accordingly.
If your Fractional client's business regularly experiences seasonal fluctuations, make sure that you are well-prepared to face them. What can you do now to make the most of the seasonal high when it hits to also help cover the impact of seasonal lows?
If you know that a seasonal boom will require everyone on your team to go above and beyond and work late consistently, what can you do now to foster your relationship with them? For example, you could give them time off before or after the rush.
Develop a "Die-on-the-Hill" marketing strategy that you can have full confidence in. This should be based on extensive research, planning, and conviction. Consider the growth goals of the CEO and determine the best path to accomplish them. If new information surfaces, you should examine it and then reassess your position.
Build a future for your employees that can accommodate the achievement of their dreams and aspirations. If the future you paint for employees is too small, they will begin to feel stuck and boxed in by the ceiling of this future which will prompt them to look for other work. Your vision should be grand enough that employees can attain their goals within it.
As a Fractional CMO, your job is to keep creating bigger outcomes. This means identifying what the executives want, distilling that into the marketing outcomes required, and then driving towards that. In essence, your job is to be challenged by the executive team to do X, figure out how to do X, and then execute your plan to achieve X.
Quote of the Show:
"How do you get to be a strong leader? Ask big questions from the executive team." - Casey Stanton
Immediate vs Delayed Results - Casey Stanton - The Fractional CMO Show - Episode #040
03 Aug 2022
00:08:23
Imagine a client has just hired you as a Fractional CMO. Is your first move to invest fully into immediate results or set things up for delayed results down the line? It's a tough question, but Casey Stanton set out in this episode to answer it! Casey provides some amazing examples of tactics that yield both immediate and delayed results and outlines how you should approach using both mind frames.
Takeaways:
There are reasons to pursue both immediate results and delayed results for your clients as a Fractional CMO.
Immediate results for your client are great to justify your fee by producing in the first month or quarter. But remember, you can only ride that wave for so long.
Start laying the groundwork for tactics that produce delayed results right away as they take more time to ripen. During this time, you should also pursue some immediate results so that the client sees at least some value right away.
As a marketer, when you hear "discounts" you should think "yuck". However, they can be effective at pushing well-qualified customers that are waiting for the right time over the edge. Overtime discounts provide diminishing returns.
Using ads, email, and social media can provide immediate results along with remarketing and new or repackaged product offerings. These too have limited wells to draw from.
Examples of tactics that offer delayed results include partnerships, SEO, CRO (Conversion Rate Optimization), ads, and data insights.
Quote of the Show:
"There's this mental model that you have to hold onto, which is what can I do that provides an immediate result? And what can I do that can provide a lasting result?" - Casey Stanton
How can the Entrepreneurial Operating System work with a Fractional CMO? - Casey Stanton - Ep #039
27 Jul 2022
00:10:28
Many companies are implementing operating systems but what does that mean for you as a Fractional CMO? In this episode, Casey talks about which business operating systems are best for Fractional CMOs to work with. You'll hear about many different kinds of operating systems that businesses use, what they do for businesses that use them, and why those businesses make such great clients for Fractional CMOs.
Takeaways:
Businesses either run on an operating system or they don't. The leading operating systems for businesses are the Entrepreneurial Operating System (EOS) based on the book Traction. Operating systems provide structure for businesses to function.
Other common business operating systems include Ryan Deiss's ScalableOS, Scaling Up, and Objectives and Key Results (OKRs).
Operating systems outline the cadence for meetings, topics of discussion, the attendees for certain meetings, how reporting is done, how data is shown, and their strategic planning.
When starting EOS, it's great to hire a certified EOS Implementor so that everyone can be on the same page every single quarter. They have a great quarterly process that brings together all of the leaders in the business.
ScalableOS is very marketing-centric and works better in cases where the company is focused on e-commerce. However, Scaling up and OKRs are largely applicable to most businesses.
Companies using an operating system are great targets for Fractional CMOs if they fit the rest of your criteria. This is a sign the company has focus which results in predictable success.
When you step into a business that's using an operating system, you'll be able to get so much more done because everyone is already focused on the outcome.
Quote of the Show:
"These different operating systems that a company can run, first of all, are a great sign for you as a Fractional CMO" - Casey Stanton
What's the Difference between Strategy and Tactics in Marketing? - Casey Stanton - Fractional CMO Show - Episode #038
20 Jul 2022
00:10:44
Your job as a Fractional CMO is to stay focused on the big picture strategy and not get dragged into the tactics, but where is that line between them? That's what Casey Stanton is discussing in this episode! Casey dissects the intricacies of what makes up strategies and tactics, and how you should approach conversations around both. You'll hear about how to delegate everything but leadership, what companies really want from a Fractional CMO, and how to strengthen the tactical abilities of your team.
Takeaways:
Marketers love to dive into all the fun ways to use tactics, but they miss sight of the strategy-level decisions.
To recenter the conversation on the strategy level, ask, "what you are solving for?" This is where you need to dwell as the Fractional CMO. You need to be able to scale back from the tactics conversation and look at the bigger picture.
The strategy provides guardrails for the tactics used later on. The strategy is based on asking a question and the quality of that question determines the quality of the result.
Starting with the strategy allows you to solve bigger problems! You can and should delegate everything except leadership.
Instead of hiring your tactical work out to an agency with exorbitant pricing, you can hire an expert to come in and train your team in the company in that tactic. This gives you a strong tactical knowledge base in your company overnight that you completely control!
As the Fractional CMO, you don't need to know every tactic out there. What you need to know are strategy and leadership; those are what companies are looking for.
Quote of the Show:
"To get back to the strategy level in conversations, I like to ask the question of what are you solving for?" - Casey Stanton
The Difference between a Fractional CMO and a Marketing Strategy Consultant - Casey Stanton - The Fractional CMO Show - Ep #037
13 Jul 2022
00:12:36
Marketing Strategy Consultants and Fractional CMOs work in very different ways and provide their clients with very different results. Casey Stanton takes a closer look at the differences between them and which is the better option for both the business and the marketing professional. You'll hear about why consultants are always selling, what happens when the consultant's playbook doesn't fit, and who actually creates meaningful change in the business.
Takeaways:
Many times consultants come in, do their thing, and leave. This leaves employees with more work to do and only a vague sense of the plan. Consultants that come in, prescribe a solution, and leave with the money aren't doing that change work that's needed.
While consultants that come in for a specific problem can be helpful, consultants brought in for global-level marketing strategy are usually a desperate move by executives.
Marketing strategies that aren't implemented are a waste of everyone's time. When consultants come in with their playbook and it doesn't fit with the company, the consultant can leave with their paycheck without making any real impact.
Because consultants have to give their best ideas in the 90-day period they have with the client, the client never renews with them. This forces consultants to constantly prospect, sell, and service a revolving door of clients.
A Marketing Strategy Consultant comes up with a strategy and hopes it gets deployed. A Fractional CMO comes up with a strategy and gets it deployed by hiring, firing, training, and evaluating vendors, employees, contractors, and agencies.
A Fractional CMO is part of the organization. They build the team that can execute the strategy. They understand the entire business and the employees within.
While consultants may be able to charge marginally more than a Fractional CMO, they end up spending a lot more of their time and money on getting sales. Being a Fractional CMO is much more profitable because their contracts are long-term.
Quote of the Show:
"To see results, you want to bend a client to their own will" - Casey Stanton
What To Do As A Marketer When There's A Recession - Casey Stanton - Fractional CMO Show - Episode #036
06 Jul 2022
00:16:56
As a marketer, there are things you can do right now to position yourself for success regardless of whatever economic conditions may come. Host Casey Stanton looks at the fallout of recent economic downturns and how marketers from every industry have been impacted. By the end of this episode, you will know the right way to invest in yourself, the importance of multiple streams of income, and what it takes to become irreplaceable as a marketer.
Takeaways:
Consider what happened in the last recession as you think about the future of your career. In 2008, the recession drove overqualified people to fight for mediocre jobs because they could not find anything in their field.
The traditional way of investing in yourself during an economic downturn doesn't actually help you because there are so many others following the exact same path. The playing field stays the same, but your debt rises astronomically.
Despite the backward logic, when a recession hits, companies almost immediately stop spending money on marketing and scale back their marketing teams.
When you start to see the signs, you need to put yourself in the best position to succeed. You can continue to do what you are good at doing, but adapt slightly to allow for multiple streams of income.
By staying focused on improving as a marketer, you can ascend to the irreplaceable level within marketing, which primarily revolves around strategy. The role of the strategic leader cannot be commoditized, unlike so much of everything else in marketing.
Whether a recession is looming or not, you need to have a plan in place so that if the sky begins to fall, you won't be following in everyone else's footsteps on the trail to reinvent yourself.
Quote of the Show:
"The one role that is not going to be commoditized is the role of the CMO, the strategic leader is the person who can assess where the business is, understand where the CEO wants to take the business, and then make that come true with marketing" - Casey Stanton
Build an Estimator - Casey Stanton - Fractional CMO Show - Episode #035
29 Jun 2022
00:08:53
To predict the success of a marketing strategy, you need to build a tool that can estimate what that success will look like for your client. Casey Stanton breaks down what goes into creating an effective and accurate tool along with a great use case. Find out how to measure and understand the outcomes of your efforts!
Takeaways:
You need to build an estimation tool for your clients and team to use to measure the success of a marketing strategy. Having this calculator informs you of the strategy's likelihood of being successful.
If you are currently using webinars in your strategy, you need to use a 1-click opt-in with your invitations as this will boost registrations and save you from losing 70%-90% of the clicks. If you do this, your CTR and RSVP rate should be equal.
When building out your calculator, the first question is, what is your registration timeline?
The baseline metrics that you need to know to build your tool are your open rate, CTR, RSVP rate, and show rate.
In order to start predicting the success of a marketing event, it's crucial to know what the RSVP and Show-up rates for your events are from every channel.
Quote of the Show:
"Start predicting major outcomes and then understand what has to be true along the way" - Casey Stanton
Block Your Calendar - Casey Stanton - Fractional CMO Show - Episode # 034
22 Jun 2022
00:05:15
Although it's critical to their success, prospecting can seem like a never-ending chore for Fractional CMOs, but it doesn't have to be! Casey Stanton discusses how Fractional CMOs should approach prospecting to find new business opportunities, how to make sure prospecting remains a priority, and what you can do to honor your time commitments.
Takeaways:
To avoid prospecting feeling like a chore that you know you have to do, block out time on your calendar. Create times that are specifically just for prospecting.
Beyond simply scheduling the time to prospect in your calendar, you need to approach it strategically and, more importantly, you need to actually do the work during that timeframe.
You need to honor your own time with the same reverence you have for other people's time. When you start engaging with a project and someone else has their own problem, it can be hard to avoid dropping everything to plunge into helping them.
Right now, create a recurring time in your calendar for two hours, twice a week to prioritize prospecting.
Your calendar reflects your priorities in life and if you are not scheduling in time expressly so you can prospect, prospecting is not a priority to you.
Be mindful of your "self-commitment muscle" and remind yourself to show up and honor the times on your calendar.
Quote of the Show:
"If you're not blocking your calendar, it's not a priority to you" - Casey Stanton
Shout Outs:
Jesse Stoddard - Fractional CMO in the CMOx Accelerator
It's not always clear whose responsibility it is to track deals, forecast for the future, and take action to grow the company. Casey Stanton explains my marketing finds itself in the position to do so and why it's so critical that they do! You'll learn what you need to track, how to keep track of the right data, and where you can go for the resources you need.
Takeaways:
Sales teams need to have a forward pipeline in order to have proper sales forecasting. It is also critical for B2B marketers to understand.
To build a forward pipeline, start by thinking about how long a sales gestation is for a client. Look forward to if there are enough new sales in the pipeline to replenish the company or if it is drying up.
Marketing is in the unique position to be able to look at the forward pipeline and start taking action to fill it with new leads.
You need to create a dashboard to view and track the forward pipeline. While parts of this process may seem like the job of sales, if they aren't taking care of it, it will reflect poorly on you.
Quote of the Show:
"You also need to make sure that you're not blind to, what's going to happen 2, 3, 6 months down the road" - Casey Stanton
Should You Follow Weak Leaders? - Casey Stanton - Fractional CMO Show - Episode #032
08 Jun 2022
00:09:18
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
Anyone Can Be A Millionaire, Divorced, and Unhealthy - Casey Stanton - Fractional CMO Show - Episode #031
01 Jun 2022
00:20:07
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
The Fractional CMO Virtue - Casey Stanton - Fractional CMO Show - Episode # 076
23 Aug 2023
00:20:14
Success as a Fractional CMO is rooted in having a healthy and balanced mindset throughout the ups and downs of life and business. Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. This week, Casey discusses how to cultivate a balanced and mindful approach in your Fractional CMO practice, why you celebrate your success in moderation, and the importance of practicing empathetic joy.
Takeaways:
Embrace the Buddhist concept of equanimity – maintaining emotional balance in the face of highs and lows. This mindset can help you navigate the uncertainties of the marketing world.
Cultivate a sense of calm and levelheadedness during both successful and challenging times. This will enable you to make more rational decisions and manage stress effectively.
Prepare for the highs and lows inherent in business. Recognize that being a Fractional CMO for multiple clients comes with highs and lows. Prepare yourself mentally and emotionally to handle both success and setbacks.
Shift your focus from outcome-based success to the intention and effort you put into your work. This can help you stay motivated and resilient regardless of the immediate results.
Celebrate your wins, both small and large, but don't rest on your laurels. Celebrating your efforts will boost your confidence and motivation to continue pushing forward.
Embrace the learning process by remaining open to feedback and refining your strategies. This willingness to adapt and learn will set you apart as a dynamic marketing leader.
Practice empathetic joy by genuinely celebrating the successes of your team members and colleagues. This fosters a positive environment and strengthens team relationships.
Aim to find a balance between your professional and personal life. Prioritize self-care, family time, and hobbies, which will enhance your overall well-being and effectiveness as a leader.
Quote of the Show:
"Keep going and don't think that you will arrive. You're never going to be there. The moment doesn't last for long." - Casey Stanton
Create a Grow@ Email Address - Casey Stanton - Fractional CMO Show - Episode #030
25 May 2022
00:04:50
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
The Mythical Man-Month - Casey Stanton - Fractional CMO Show - Episode #029
18 May 2022
00:08:53
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
War Time vs Peace Time Leader - Casey Stanton - Fractional CMO Show - Episode #028
11 May 2022
00:17:37
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
Retail Therapy vs. Replacement Therapy - Casey Stanton - Fractional CMO Show - Episode #027
04 May 2022
00:06:59
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