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The CEO has a clear vision. Sales has their version, shaped by what they hear in the field. Marketing is posting content based on what got traction last month. The frontline team is describing the business based on what they tell customers day to day. Four different stories going to market. None of them wrong, exactly. None of them the same. This isn't unusual. In many businesses, strategy lives in the owner's head and getting it out of their head and into a consistent exec

and why it's probably not what you're thinking! The term 'fractional CMO' gets used a lot these days. It also gets misused a lot. So let's be straightforward about what it actually means, what it doesn't mean and whether it's the right fit for a business like yours. What a CMO actually does A Chief Marketing Officer (CMO) leads the marketing function. They set the strategy, make the calls on where to invest, manage the execution, hold the team accountable and own the commer

Word of mouth is a wonderful thing. For service businesses it's the foundation of everything. It builds trust before you've said a word, it shortens sales cycles and it tends to bring clients who already respect your work. But at some point, it stops being enough.

Most marketing agencies are built to execute. They have people who write copy, run ads, manage social media, build websites - and they are good at what they do. But execution without strategy is just expensive activity. 'Busyness' often yielding less than ideal results. Without a strategy, there is no system, no foundation to build on. Just tactics disconnected trying to hit a target ...