192. Why I don't position myself as a fractional CMO

How to Sell Advice

I don't position myself as a fractional CMO.

I might have a fractional CMO service. Or in a sales conversation, I may say that I'm like having a part-time CMO on your team. But I don't call myself a fractional CMO as my top-level positioning.

I'm a consultant. I'm an advisor. I help companies with their marketing strategy.

But I'm not a part-time employee. I don't want to be seen as one. Nor do I want their actual marketing team to be threatened by what may seem like a new boss breathing down their neck.

In this episode, I go into:

• Why I believe it's best to position yourself as a consultant—not an employee-like person
• When to use terms like "fractional CMO" in your sales conversations and marketing copy
• How to avoid threatening the in-house marketing managers when you're hired to help their organization.

The topic is nuanced, but I think it's important if you are selling strategic advisory services.