Inside the Client Journey: Working with a Fractional CMO

Inside the Client Journey: Working with a Fractional CMO

What’s It Really Like to Work with a Fractional CMO?

Fractional leadership is still relatively new—and fractional CMOs, in particular, have only become widely available in the wake of the pandemic. The shift reflects a broader trend: founders now expect more personalized, high-caliber support from experienced operators who don’t need to be in-house full-time.

But if you’ve never worked with a fractional executive before, it’s not always clear how the engagement actually flows. What do they do? Where do they plug in? What happens first?

Every engagement is a little different—tailored to the business, the team, and the timing. But over the years, I’ve noticed a clear rhythm that shows up again and again in the clients I work with.

And before we dive into the specifics, it’s worth saying: hiring a fractional CMO isn’t like hiring an agency, a marketing manager, or a contractor. It’s not about outsourcing execution. It’s about bringing in strategic leadership—someone who can build the system, design the roadmap, and help you execute with clarity and purpose.

My work isn’t just about delivering a strategy. It’s about becoming a partner—guiding founders from vision to execution, from scattered assets to cohesive operations, from reactive output to intentional growth.

After an initial discovery call—where you walk me through your business, goals, and needs—I’ll put together a proposal outlining timelines, priorities, and key projects. Once we align on scope, we kick things off with a 90-day agreement.

From there, we work in quarterly sprints. At the end of each quarter, I present results, surface insights, and propose goals for the next cycle. When you approve the next set of projects, the agreement renews—and we keep building.

Here’s what that journey typically looks like.

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Phase 1: Strategy & Foundation

Duration: ~ 3 - 4+ months

Tier: Strategy

Most clients begin with a quarterly commitment at the Strategy Tier. This gives us time to build trust, establish a working rhythm, and set the strategic groundwork for everything that follows. In the first few weeks we will get a better picture of business goals and our trajectory for achieving them.

Here’s how we use that time:

• Weekly work sessions to review draft brand elements and refine them together
• A complete and detailed audit of your existing brand and marketing efforts
• Documentation of existing assets, systems, and processes
• A prioritized list of foundational tasks to strengthen your brand presence
• Development of a full brand guide that anyone on your team or in your orbit can use

As we go, I begin crafting your brand strategy and long-term marketing roadmap—broken into quarters, with milestones at the 1-, 2-, and 3-year marks. Once the guide is complete, the strategy aligned, and the roadmap ready—we’re primed to shift into execution.

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Phase 2: Execution & Acceleration

Duration: ~ 3 - 9+ months

Tier: Strategy + Implementation

Once the brand is clear and the roadmap is approved, we move into the Strategy + Implementation Tier. I take full ownership of execution:

• Managing contractors, freelancers, and agencies
• Coordinating timelines, production calendars, and deliverables
• Weekly reporting on progress toward quarterly goals
• Leading iterative development of assets for launches and releases

This is where momentum builds. This flow of work can continue for a few months or past a year or more. Its usually a steady growth period for the company with marketing taking on more projects as we move along.

Marketing expands in capacity and complexity, and the needs of the business evolve. When people get maxed out or are operating outside their lane again—similar to when I was first brought in—it’s a sign we need to level up the team.

We often begin evolving the team by:

• Swapping agencies for more flexible contractors
• Hiring specialized roles (content, events, community, etc.)
• Redesigning team structure to match business maturity

Note: Some clients start directly at this tier, especially when speed is essential (e.g., launches or funding cycles) or when they already have a brand presence in place.

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Phase 3: Team Building & Mentorship

Duration: ~ 6 months

Tier: Strategy + Implementation + Mentorship

At a certain stage, most clients decide to build an in-house marketing team. This allows for more control, lowers long-term costs, and supports scale. That’s when we enter the Mentorship Tier.

While I keep the marketing ship running, I also lead:

• Role definition, job descriptions, and hiring plans
• Recruiting timelines and coordination
• Interviewing and onboarding new hires

I also serve as a mentor for your growing team. I help them:

• Understand your systems and operations
• Connect strategy to execution
• Integrate with company goals and culture

This work is delicate and of critical importance. Hiring the wrong person or failing to onboard well can derail months of progress. I make sure that doesn’t happen.

A Critical Moment (Often Overlooked)

When new people join a small company, it can shift the trajectory—for better or worse. They need time to learn the systems, absorb the company’s values and goals, and understand how success is measured.

Hiring well is only half the battle. Onboarding matters just as much. A rushed or misaligned transition can undo months of progress. I help ensure the team is not just functional—but cohesive and strategic.

Eventually, each team member takes full ownership of their domain. But early on, they need context and support. That’s what I bring.

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Phase 4: Transition & Exit

Duration: Final 3–6 months

Tier: Strategy + Implementation

Once your internal team is running smoothly, I transition into an implementation role as we plan the long-term leadership shift.

Together, we:

• Define the profile for your full-time CMO
• Establish a hiring timeline
• Interview and onboard final leadership candidates
• Shore up remaining systems and workflows

By the time I exit, you’ll have:

• A fully operational marketing engine
• A strategy that extends 12 months out
• A roadmap with 1-, 2-, and 3-year milestones

Another Critical Moment (Often Overlooked)

The work we've done together allows you to hire the exact right person to fill the role of CMO for your company. You’ll know where your business is strong, where it needs support, and how to lead it forward. You'll have a demonstrated record of growth and offer a highly competitive executive salary which will help attract top candidates to the role. Additionally, you will understand how you want to grow which will give you an ability to assess a candidates fit for the role.

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Common Flow Variations

Not every client starts at the same place. Depending on your goals, resources, and timing, our work together may begin at a different tier—or follow a slightly different rhythm.

The Fast Mover

You’re moving quickly—maybe you’re prepping for a launch, chasing a funding milestone, or trying to clean up the chaos before a big reveal. In this case, we often skip the initial brand-building phase and jump straight into Strategy + Implementation. I plug in fast, stabilize what’s shaky, and get the wheels turning immediately. This works best if you already have a some brand foundation and just need someone to lead the charge.

The Established Business

You’ve been around for a while. You’ve got people, some decent processes, and parts of the brand already in place—but no one’s steering the ship. These engagements tend to be shorter and more focused. I come in at a senior level, assess what’s working, and help you get strategic again. Sometimes that means guiding your existing team. Sometimes it means reworking the foundation. We start wherever the leverage is.

The Stopgap

You’ve had a shakeup—maybe a marketing leader left, a funding round just closed, or the business is shifting directions. You need calm, clarity, and leadership—fast. I step in quickly to stabilize the system, keep things moving, and help figure out what’s next. Once we’ve reoriented, we build a longer-term plan from there.

The Solopreneur

You’re building something big—but you’re doing it solo. You don’t necessarily need or want a full team now or ever, but you do need guidance. We usually stay in the Strategy tier, meeting weekly to build out your plan piece by piece. I act as a sounding board, a strategist, and often, a behind-the-scenes operator who helps you manage contractors or external vendors with confidence.

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Let’s Talk

I hop on a call with every potential client. We talk about your goals, your business, and whether I’m the right person to help.

My services fall into three tiers, but every engagement is customized. If you’re unsure which path makes sense—or whether hiring a fractional CMO is even the right move—I’ll help you figure it out.

Book a discovery call or send me a message. No pressure. Just a candid conversation about what’s next.

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