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Fractional is a business buzzword that gets tossed around a lot – we’ve certainly leaned into it.
The definition that matters for our purposes comes from chemistry:
Fractional – relating to or denoting the separation of components of a mixture by making use of their differing physical properties.
I see this as a technical way of describing The A-Team or the Ocean’s Eleven squad, and when it comes to building a business, this approach can be a better/faster/less-risky way to reach orbital liftoff.
Today’s guest is here to give insight into the significance of the fractional CMO role and what it means for your agency, especially when it comes to getting hired (or passed over) by the next growth-stage brand you’re pitching.
David Berkowitz is the head of marketing at Storyhunter, the video production marketplace, where he runs all branding, product marketing, and demand generation. He also hosts Serial Marketers, an online community of 750+ global marketers. In the past, he has worked with some of the world’s biggest brands including Coca-Cola, Johnson & Johnson, NBC, H & R Block, and Kraft.
What You Will Learn:
- The 80/20 rule for fractional CMOs.
- Where specialization matters.
- Loosening your grip on tech.
- A fractional CMO’s guide to ideal agency-brand interactions.
Links:
Quotes:
“If the marketer can do everything possible in the service and sales team, that’s the way to get the most immediate wins.” — David Berkowitz
“The agencies that are having the most success are being so much more proactive, they have more energy, and they’re specialized.” — David Berkowitz
