CMO School

Struggling to land your first clients as a Fractional CMO? You’re not alone -  and this episode will show you exactly how to fix it.I’m coaching listener Deanna Keffer live on the podcast. After 20 years in corporate marketing, she made the leap into the Fractional CMO world and immediately ran into the same roadblock so many new Fractionals face: how do I actually get clients?Inside this episode you’ll learn:Why applying for jobs won’t get you Fractional CMO clients (and what to do instead)How to position yourself so people take you seriously and your online presence actually sells your expertiseThe exact outreach strategy I used to land my first clients — and how you can copy itWhat boundaries to set early so you don’t slide back into execution or burn out in your new roleIf you’re looking to land your first (or next) Fractional CMO clients, this episode will give you the exact steps you need to take.And if you don’t want to figure it out on your own? That’s exactly why I created Fractional CMO School. It’s my 6-month coaching program + community where you’ll get the playbook, the support, and the push you need to confidently step into the Fractional CMO role and start signing high-ticket clients.🎓 Learn More → Fractional CMO School

Meet Andy Kriebel. He’s a Tableau Visionary (aka one of the world’s top data visualization experts), a global trainer, and the kind of teacher who’s helped thousands of people grow their careers. But when it came to marketing his own business? He was doing it all himself… and feeling stretched way too thin.That’s where my team and I came in. Andy joined our Fractional CMO program about six months ago, and since then we’ve been refining his strategy, tightening his focus, and freeing him up to spend more time doing what he does best: teaching.Inside this episode, you’ll hear Andy’s perspective on what it’s really like to hand off your marketing — the wins, the mindset shifts, and even the surprises. From hitting his biggest launch ever (while raising his average order value by $450 per member!) to nearly doubling last year’s revenue in half the time, Andy shares the behind-the-scenes of what changed once he stopped trying to do it all himself.If you’ve ever wondered what it could look like to have a marketing partner in your corner, this conversation will show you the before-and-after in real time.Ready to take the next step?If you’re ready for a Fractional CMO to step in and lead your marketing, this is what we do. My team and I build the strategy, manage the execution, and make sure your marketing is moving the needle so you can focus on running the business.🚀 Learn More → Fractional CMO Services

Being a Fractional CMO isn’t just about building campaigns or hitting KPIs - it’s about leadership.And leadership means you own it all: the wins, the flops, and even the moments that technically weren’t your fault.In this episode we’re digging into:What radical responsibility actually looks like in a leadership roleHow to handle the pressure of total accountability (without burning out)Why it’s just as important to own the wins as it is the lossesPractical strategies for leading through mistakes, pivots, and high-pressure momentsIf you’re ready to move from “marketer who executes” to the kind of CMO clients fully trust, this episode is for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Learn More → Fractional CMO School

Many marketers are still sending traffic to landing pages and wondering why conversions are low - when tools like ManyChat are delivering opt-in rates as high as 90%.In this episode, I’m joined by Madi Beumee, a social media strategist and growth expert who helps online business owners grow with confidence using viral content, community engagement, and automation that actually converts.We’re breaking down how and where to use ManyChat in your 2025 strategy - whether for your own business or your clients’ - and why ignoring this tool might be costing you more than you think.We cover:Where ManyChat fits in a smart marketing strategy this yearWhy it's often outperforming landing pages and emailHow to use it without sounding spammy or roboticThe biggest mistakes marketers make - and how to avoid themTips for making ManyChat work in 2025If you’re looking to generate more leads, increase conversions, and create a better experience for your audience - this one’s for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Learn More → Fractional CMO School

This week’s episode is a behind-the-scenes case study with my client, Erin Stetzer — founder of Erin Stetzer Homes, a Houston-based luxury custom home building company. Erin has been in the industry for over 25 years and is known for her high-end builds, flawless client experience, and legacy projects.Over the past year, she’s expanded beyond building into homeowner representation, digital products, and coaching other industry professionals. In this episode, Erin shares why she decided to bring on a Fractional CMO, what it’s been like working with our full marketing team, and the results she’s seen in her first six months — from cutting $15K in tech costs to generating over $620K in revenue, including a $130K launch in just five days.If you’ve ever wondered what it looks like to step into this kind of partnership, you’ll get an honest client perspective on the wins, lessons, and real impact of having a marketing team fully in your corner.Ready to take the next step?If you’re ready for a Fractional CMO to step in and lead your marketing, this is what we do. My team and I build the strategy, manage the execution, and make sure your marketing is moving the needle so you can focus on running the business.🚀 Learn More → Fractional CMO Services

When Abby left her agency leadership role, she was excited but nervous about stepping into the Fractional CMO world. “I’d done all the things in marketing,” she says, “but I’d never combined them with going out and selling myself.”Fractional CMO School gave her the framework, tools, and confidence to launch fast, and within her first year, she was fully booked, landing every client through referrals or her website without a single cold pitch or social post.“I truly mean it when I say I wouldn’t be here today if it wasn’t for you and this course,” said Abby.This is the story of how she did it, and what she learned along the way.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Learn more → Fractional CMO School

Email is still one of the most powerful revenue drivers in a smart marketing strategy - but most marketers aren’t using it to its full potential.In this episode, I’m joined by Emily Claire, founder of The 10K Email Club and copywriter behind top-performing email campaigns for brands like Clue. She’s on a mission to help business owners write emails that convert without sounding like a sales robot.We’re digging into what marketers and Fractional CMOs need to know about leading strong email strategy in 2025, including:How to write emails people actually want to open and readWhat to prioritize when building or optimizing a client’s email programWhy most newsletters fall flat and how to fix themWhat metrics matter now (and what to ignore)How to collaborate effectively with copywriters as the strategic leadIf you're ready to take email seriously this year, either for yourself or for your clients, his episode will help you do it smarter, faster, and with way more confidence.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Join the waitlist → Fractional CMO School

Struggling to generate consistent leads as a Fractional CMO? You’re not alone, and this episode is packed with practical strategies that actually work.Susie Crawford, former Google marketing exec and founder of a multi seven-figure paid ads agency, shares how she built a scalable lead gen system that brings in high-ticket clients without burning out.We cover:How to combine paid traffic and organic content in a way that feels doableWhat to prioritize when you don’t have a full-time marketing teamThe role of personal brand in attracting the right clientsHow to manage imposter syndrome while growing a high-level businessWhat it really looks like to build marketing systems that lastWhether you’re just getting started or looking to tighten up your current strategy, this episode will help you approach lead generation with more clarity, confidence, and consistency.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Join the waitlist → Fractional CMO School

What does it actually look like to support a high-level founder as a Fractional CMO or strategic marketing partner?In this episode, I’m joined by my client Lori Harder, founder of Glōci, host of the podcast Earn Your Happy, and founder of multiple 7-figure brands - for a candid conversation about what high-growth founders need from their marketing leadership.We’re breaking down what made Lori decide to bring in strategic marketing support, how to build trust (and what breaks it), and what marketers need to understand if they want to work with founders like Lori.What we covered:How Lori and Chris have structured their marketing team across multiple brandsWhat Lori found most valuable when it comes to working with a Fractional CMOHow to build trust with visionary founders (and what quickie breaks it)What we did to launch her new mastermind recently What Lori’s learned from the best (and worst) hires she’s madeWhether you're currently working with personal brands or want to step into higher-level strategic roles, this episode will give you a peek behind the scense of what it really looks like.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Join the waitlist → Fractional CMO School

You don’t need to know everything to be ready for the Fractional CMO role, but you do need to shift how you see yourself and show up.In this episode, we’re unpacking the real reason so many experienced marketers hesitate to claim the title of Fractional CMO — and it’s not a lack of skills. It’s the belief that they have to be someone else first: more data-driven, more strategic, more “official.”Here’s what we get into:What being “ready” actually looks likeHow to lead confidently, regardless of your background or experience levelThe 3 core traits that matter most in the Fractional CMO roleWhat to do when imposter syndrome kicks inHow to identify your blind spots (and fill them without trying to “fix” yourself)The shift from task-doer to strategic partner, and how to start making it todayIf you’ve been waiting for someone to tell you you’re ready, this episode is the permission you’ve been looking for.Ready to take the next step?If you’re ready to step into the role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently lead, land high-ticket clients, and build the business you want.🎓 Join the waitlist → Fractional CMO School

If you’ve ever held yourself back from posting, pitching, or showing up because you were afraid of being judged, rejected, or just not “ready” -  this episode is going to shift something for you.In this conversation, I’m joined by Maureen Evelyn -  content strategist, personal brand coach, and the founder of Maureen’s Marketing. Maureen helps bold entrepreneurs turn their content into clients by building visibility, authority, and trust at scale. She’s known for creating over 100 pieces of content a month (without burning out) -  and for helping her clients do the same.We’ll talk about:What it really looks like to go from freelancer to leaderThe mindset that’s helped Maureen -  and her clients - stop hiding and start growingHow to build a personal brand that sells (without feeling salesy)Why she built Rejecto, an app that helps people get more comfortable hearing “no”And the messy, powerful process of stepping into your next-level self - even if it feels scaryWhether you’re a marketer guiding clients through visibility blocks, or a creative who knows you’re meant for more but haven’t fully claimed it yet - this one’s for you.

Evergreen funnels sound like the dream - automated leads, passive income, a marketing system that runs in the background. But for most businesses, funnels don’t work the way they expect.So, what separates a funnel that actually converts from one that just burns time and money?In today’s episode, I sit down with Cheyenne Buttrey, founder of Copygirl.co, to break down what marketers need to know before investing in a funnel.We’re covering:Who should (and shouldn’t) be using evergreen funnelsWhat most marketers get wrong about funnel strategyThe biggest mistakes that kill funnel performance before they even launchWhat elements make a funnel actually work—and what data marketers should be trackingIf you’ve ever wondered when and how to implement a funnel, this episode will give you the clarity you need.

I got an email recently that really made me think. It was from someone who turned down an unpaid speaking opportunity within my program, firmly stating that they don’t work for free - and honestly? I respect that. I’ve always been a big advocate for charging what you’re worth.But here’s the thing…some of the biggest opportunities in my career started as unpaid. Speaking engagements, free power hours, strategic collaborations – when done intentionally – have led to massive payoffs (I’m talking six-figures-from-one-client kind of payoffs).So in this episode, we’re digging into:When it actually makes sense to say yes to an unpaid opportunityThe questions I ask myself before decidingA real story of how one free power hour turned into over $200,000 in revenue from one client If you’ve ever wrestled with the “should I do this for free?” debate, this one’s for you. Let’s get into it.

Paid ads can be a game-changer - but only if you know how to hire and manage the right team. As a Fractional CMO or marketing leader, your job isn’t to run ads—it’s to hire and manage an agency that can deliver results for your clients.In this episode, I sit down with Jennifer Spivak, CEO of The Ad Girls, to break down exactly how CMOs can make paid ads work as part of a larger marketing strategy. Jennifer and I have worked together on countless client accounts, and she’s sharing her best insights on how to hire the right agency, manage the relationship, and ensure paid ads actually drive revenue.We’re covering:-The biggest mistakes marketers make with paid ads (and how to avoid them)-How to vet and hire an ad agency for your clients—what to ask, what to look for, and what to avoid-How to manage and collaborate with an agency as a Fractional CMO to drive better results-Scaling your business as a marketer or Fractional CMO—Jennifer has built a powerhouse agency, and she’s sharing what it really takes to scale successfullyIf you’re a marketer looking to step into CMO-level leadership, knowing how to hire and work with paid ad agencies is a skill you need. And if you’re looking to scale your own business, Jennifer’s insights from building and leading a wildly successful agency are invaluable.

Ever had a moment as a marketer where you thought, I hate marketing? You’re not alone. I’ve been there - more than once. But every single time, it wasn’t marketing itself that I hated - it was the wrong job, wrong boss, or doing work that didn’t align with what I loved.In this episode, I’m joined by my longtime friend, Jessica Turner, who started her career in marketing with me but ultimately took a different path, stepping into product strategy. She’s seen my entire evolution -- from fresh-out-of-university marketer to Fractional CMO—and today, she’s helping me break down the biggest reasons marketers feel stuck, how to tell if you’re in the wrong role, and how to pivot into work that actually excites you.If you’re feeling burned out, uninspired, or questioning your career, this episode will help you figure out what’s really going on, and what to do about it.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.

What actually happens in the first 90 days when a Fractional CMO steps into a business? Where should the focus be? How do you know if it’s working? In this episode, I’m pulling back the curtain on my exact process—from the deep-dive audit that reveals hidden opportunities to the quick wins that drive immediate results, to building a marketing strategy that sets the foundation for long-term growth. Whether you're hiring a Fractional CMO or stepping into the role yourself, this episode breaks down what to expect, what matters most in those first 90 days, and how to ensure you’re making an impact fast.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.

The term Fractional CMO is everywhere right now, but let’s be real—most people have no idea what it actually means. If you’ve been wondering, Is this just a fancy name for a marketing consultant? Do they run my ads? Why would I hire one instead of a full-time CMO?—this episode is for you.I’m breaking down exactly what a Fractional CMO does, what they don’t do, and why so many businesses hire one for the wrong reasons. We’ll talk about when you actually need a Fractional CMO, how they fit into your business, and how to spot the difference between a true strategic leader and someone just slapping the title on their LinkedIn profile.If you’re a business owner thinking about hiring one - or a marketer wondering if this could be your next career move - this episode is your roadmap.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.

Welcome to CMO School, the go-to podcast for marketers who are ready to level up. I’m Jess Shirra, a Fractional CMO, marketing strategist, and founder of Fractional CMO School. After 15+ years leading marketing for brands like Lululemon, Pottery Barn, Strava, Jenna Kutcher, and Lori Harder, I’m here to pull back the curtain on what it really takes to drive growth, lead strategy, and step into your next chapter.Expect expert insights, real talk about what works (and what doesn’t), and actionable strategies to help you think like a CMO—whether you’re climbing the ladder or building your own Fractional CMO business. This is the CMO School podcast.Find me on LinkedInFind me on InstagramStrategic Marketer Assessment - Unlock access to my free self-assessment for marketers who are juggling too much and want to work less while earning more. Uncover your strengths, identify where you're undervaluing yourself, and take actionable steps to maximize your income – without adding more to your plate.Fractional CMO Business Start Up Guide - Unlock instant access to Your Fractional CMO Business Start-Up Guide + unlock the EXACT steps you need to start and grow your own Fractional CMO business – starting today.Free Live Training: How to Build a 6 Figure Marketing Business - Learn my simple, proven framework to build a 6-figure marketing business in just 6 months – so you can finally do the work you love and take on dream clients. Fractional CMO School - Fractional CMO School is a six-month coaching program + community designed to help you launch your business, attract dream clients, and build the business you've always dreamed of.