203. Mark Evans on the unique challenges and methodologies of fractional CMO and advisory work

A few weeks ago, I invited Mindshare member and long-time marketing consultant, Mark Evans, to talk shop with me about the business of marketing consulting and fractional CMO work.

This was a really fun episode. We went deep into the nerdy nuances of fractional/interim CMO and advisory work.

Some topics we explored include:
  • Mark’s transition from reporter to marketing consultant
  • How he uses his training as a reporter to do positioning and messaging work
  • The challenges and frustrations of fractional CMO work
  • Why a strategic advisory work is his preferred way to engage with clients
  • His thoughts on coaching, mentoring, and training in-house marketers
  • The value proposition of interim CMO vs. fractional CMO
  • Pricing and value calculations for advisors vs. fCMOs
  • Refund policies and minimum commitment periods
  • Setting expectations and getting clear on goals before starting engagements
  • How and when to turn down clients who aren’t a fit
  • The importance of continually marketing yourself
  • Using video, podcasts, and showing up in person to build trust 

Books mentioned:
  • The Inside Advantage by Robert Bloom and Dave Conti
  • Don’t Make Me Think by Steve Krug
  • Rocket Surgery Made Easy by Steve Krug

Connect with Mark:
203. Mark Evans on the unique challenges and methodologies of fractional CMO and advisory work
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