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Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of fractional CMOs in helping portfolio companies scale and maximize enterprise value. They delve into the often-overlooked area of marketing due diligence during acquisitions, emphasizing the need for investors to assess marketing capabilities thoroughly. The conversation highlights the importance of key metrics in evaluating marketing success and the necessity for CMOs to communicate effectively with CFOs. They also explore the significance of building strong relationships between marketing and finance leaders to navigate budget requests and identify potential red flags in marketing strategies.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.

Key Takeaways

• Investors often overlook marketing capabilities during due diligence.
• Marketing due diligence should be a key part of acquisition processes.
• The future potential of a business is more important than past performance.
• Storytelling by founders can influence investor decisions.
• CMOs need to align their metrics with revenue generation.
• Building relationships with CFOs is crucial for CMOs.
• Credibility with the board can facilitate budget approvals.
• Understanding market trends is essential for identifying opportunities.
• Too many metrics can dilute focus; keep it simple.
• CFOs act as chief risk officers in assessing investment opportunities.

Sound Bites

"It's all about the future."

"Too much is just too much."

"Credibility goes a long way."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode, Paul Mills and Rob Nicholls discuss the role of fractional CMOs in helping SMEs and portfolio companies scale and maximize enterprise value. They explore the evolving landscape of marketing, the challenges faced by marketing professionals, and the importance of strategic marketing in driving growth. The conversation highlights the gaps in marketing expertise within portfolio companies and the value of fractional leadership models in addressing these challenges. They also compare the adoption of fractional models in the US and UK, emphasizing the benefits of this approach for businesses.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.

Key Takeaways

• Fractional CMOs can significantly impact SMEs and portfolio companies.
• Marketing has lost its influence in the C-suite over the years.
• There is a pressing need for better marketing education and standards.
• Strategic marketing is crucial for long-term business success.
• Many companies view marketing as a cost rather than an investment.
• The fractional leadership model offers flexibility and expertise.
• Gaps in marketing expertise can hinder growth in portfolio companies.
• Pricing is a critical aspect of marketing strategy.
• The US market is more advanced in adopting fractional leadership.
• Building relationships is key in both business and marketing.

Sound Bites

"Marketing has withdrawn from the C-suite."

"The most important P to my mind is pricing."

"Investors often scrutinize marketing as a cost center."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode
In this episode of Fractional Futures, Paul Mills speaks with Lydia McClelland, a fractional CMO from Northern Ireland. They discuss the fractional leadership model, its benefits, and how it is being embraced in various sectors. Lydia shares her journey from in-house marketing to fractional work, the importance of networking, and the challenges of managing multiple clients. The conversation also touches on the SOSTAC marketing framework, time management strategies, and the future of fractional leadership in the business landscape.

Special Guest & Links

Lydia McClelland, Founder LMC Associates

World Host Training

SOSTAC®

Key Takeaways

• SOSTAC provides a structured approach to marketing planning.
• The fractional model allows marketers to work with multiple clients.
• Transitioning to fractional work can be straightforward with the right mindset.
• Fractional leaders can deliver value quickly and efficiently.
• Networking is crucial for finding opportunities in fractional roles.
• Time management is essential for success in a fractional capacity.
• Understanding client needs and scoping projects effectively is key.
• Trust is a significant factor in establishing fractional relationships.
• The fractional model can help businesses reduce overhead costs.
• Customer service training is vital for enhancing business performance.

Sound Bites

"I love the variety of the work."

"You can add value in a short space of time."

"The skills of a marketer are transferable."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills interviews Margarita Mangino, a fractional CMO based in Uruguay. They discuss Margarita's journey into fractional leadership, the challenges she faced, and the importance of personal branding. Margarita shares insights on educating the market about fractional roles, the response from businesses in Uruguay, and the ideal client profiles for fractional CMOs. The conversation also touches on the hands-on nature of fractional work and offers advice for marketers considering a transition to this model. Finally, they explore the future of fractional leadership in Latin America.

Special Guest

Margarita Mangino, Fractional CMO & Founder Market Minds

Key Takeaways

• Margarita has over 20 years of experience in marketing and sales.
• The fractional model is gaining traction in Uruguay, especially in tech.
• Building a personal brand is crucial for success as a fractional leader.
• Educating clients about the difference between fractional and consultancy roles is essential.
• Margarita emphasizes the importance of networking to scale her business.
• The fractional model allows for flexibility and a better work-life balance.
• Companies with revenue below five million often benefit from fractional roles.
• Hands-on involvement in marketing is a key aspect of being a fractional CMO.
• Never stop marketing yourself, even when busy with clients.
• The future of fractional leadership looks promising in Latin America.

Sound Bites

"The hardest part is scale, is building your network."

"I'm a fractional CMO, I'm not a consultant."

"You can lead it from with less hours."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills speaks with Susan Findlater, a fractional CMO from Canada, about her journey into fractional leadership. Susan shares her background in growth and financial services, her discovery of the fractional model, and the challenges she faced transitioning to this new work style. They discuss the misconceptions surrounding fractional work, the state of fractional leadership in Canada, and the experiences of clients who have embraced this model. Susan also offers advice for senior marketers considering a shift to fractional work and shares her insights on the future of this growing trend.

Special Guest

Susan Findlater, Founder Susan Findlater Consulting

Key Takeaways

• Susan's background is primarily in growth and financial services.
• The fractional model appealed to Susan for its flexibility and work-life balance.
• Imposter syndrome is a common challenge for younger fractional leaders.
• Experience is gained through challenges, not just years worked.
• Canada is still in the early stages of adopting fractional leadership.
• Clients appreciate the fractional model for its cost-effectiveness and team integration.
• The tech sector is leading the way in adopting fractional roles.
• Misconceptions exist about the level of involvement of fractional leaders.
• Marketers must be proactive in managing their own business development.
• The fractional work model is expected to grow in popularity in the future.

Sound Bites

"I wanted to help them grow and flourish."

"Living life on your terms."

"Imposter syndrome is a big challenge."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills speaks with Marc Fletcher, a Fractional CMO based in South Africa. Marc shares his journey from corporate roles to fractional leadership, discussing the appeal of flexibility and the challenges faced during the transition. He emphasizes the importance of educating clients about the fractional model and the differences between fractional, interim, and consulting roles. The conversation also touches on the maturity of businesses in relation to hiring fractional leaders and offers advice for marketers considering a shift to fractional work. Marc concludes with insights on the future of fractional leadership and his current focus on helping SMEs in South Africa develop effective marketing strategies.

Special Guest

Marc Fletcher, Founder Hedley Sydney

Key Takeaways

• Marc Fletcher transitioned from corporate to fractional leadership.
• The fractional model is gaining traction in South Africa.
• Flexibility and problem-solving are key appeals of fractional work.
• Educating clients on the fractional model is essential.
• Marketing maturity impacts the need for fractional leaders.
• Fractional roles differ from traditional consulting roles.
• Marketers must understand the strategic value of marketing.
• Support networks are crucial for those transitioning to fractional work.
• The gig economy has paved the way for fractional leadership.
• Fractional leadership is likely to grow in the coming years.

Sound Bites

• "It was remarkably easy to transition."
• "The grass isn't necessarily always greener."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills interviews Brooke Janousek, a fractional CMO, who shares her journey into the fractional leadership model. Brooke discusses her background in marketing, the challenges she faced transitioning to fractional work, and the misconceptions surrounding fractional roles. She emphasizes the importance of experience over age, the need for integration within client teams, and the growing acceptance of fractional leadership in various industries. Brooke also provides valuable advice for aspiring fractional marketers and CEOs considering hiring fractional leaders.

Special Guest
Brooke Janousek, Founder The Grow CMO

Key takeaways

• Brooke transitioned to fractional work unexpectedly after being offered a consulting role.
• She faced personal challenges regarding her professional identity and boundaries.
• Financially, the fractional model can be feast or famine, requiring discipline in saving.
• Startups and emerging brands are increasingly embracing fractional CMOs.
• Misconceptions about fractional roles often stem from a lack of understanding of qualifications.
• Experience is more important than age when considering fractional leadership roles.
• Consultants typically focus on niche skills, while fractional leaders manage teams and strategy.
• Integration into client teams is crucial for fractional CMOs to be effective.
• Setting clear boundaries is essential for maintaining work-life balance as a fractional leader.
• The fractional leadership model is likely to remain relevant in the future.

Sound bites

"I want to be friends with the CFO."

"I think it's here to stay."

"The opportunities are limitless."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.

Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode, Paul Mills interviews Henning Schwinum, co-founder of Vendux and Be Fractional, discussing the evolution and acceptance of fractional leadership in the American business landscape. Henning shares his journey into the fractional space, the misconceptions surrounding fractional executives, and the growing acceptance of this model in various industries. He emphasizes the commitment of fractional executives and the future of this organizational model, as well as the mission of the Fractional Leadership Alliance to unify voices in the industry.

Special Guest
Henning Schwinum, Co-Founder Vendux; Co-Founder #befractional; Executive Director Fractional Leadership Alliance

Join the Fractional Leadership Alliance

Key takeaways

• Henning Schwinum transitioned to fractional leadership to affect change.
• Fractional roles are becoming more accepted in various industries.
• CFOs were the first to embrace fractional roles.
• Misconceptions about fractional executives often stem from traditional views.
• Fractional executives are often more committed than full-time hires.
• The Fractional Leadership Alliance aims to unify the industry voice.
• Fractional leadership can provide expertise without full-time costs.
• The future of fractional leadership looks promising across sectors.
• Education about fractional roles is still necessary in some markets.

Sound Bites

• "I wanted to build something."
• "The fractional model is here to stay."
• "The FLA is meant to address that void."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at hi@vcmo.uk
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.