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

How to Sell Advice

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:

• Marketing Spark (consulting website)
• Twitter