Casey Powers and Niels Kramer | Fractional CMOs & The 90-Day Win

This video is a podcast interview with Casey Powers and Niels Kramer discussing the role and strategies of fractional Chief Marketing Officers (CMOs) in achieving significant business wins within the first 90 days of engagement.

Fractional CMOs play a critical role in establishing clear communication, understanding client needs, and aligning marketing strategies with business goals. They focus on purpose-driven marketing, early wins, and long-term strategic planning to drive growth and improve overall marketing efficiency.

Key points
πŸ” Purpose Identification: Establishing the company’s purpose is crucial for guiding all marketing actions and aligning with business goals.
πŸ—£οΈ Communication: Clear communication with the executive team and understanding their expectations are essential for successful engagements.
πŸ“ Messaging and Forms: Reviewing and optimizing website messaging and lead capture forms to reduce friction and improve user experience.
πŸ“Š Lead Management: Ensuring proper lead management and alignment between marketing and sales teams to improve lead conversion rates.
πŸ“ˆ Quick Wins: Identifying and implementing quick wins, such as optimizing PPC campaigns and refining sales funnels, to demonstrate early results.
πŸ“‰ Customer Insights: Understanding what customers are actually buying versus what the company thinks it is selling to better align marketing strategies.
🀝 Collaboration: Building strong relationships between marketing and sales teams to ensure cohesive strategies and messaging.
🌟 Strategic Role: Fractional CMOs should focus on high-level strategic guidance rather than tactical execution to maximize their impact.
πŸ’‘ Market Understanding: Conducting thorough market research to understand customer needs and preferences, guiding effective marketing campaigns.
πŸ‘₯ CEO Alignment: Ensuring that the CEO is fully on board with the marketing strategy and open to collaboration is vital for successful implementation.

  1. Introduction: The podcast introduces the topic of fractional CMOs and their impact within the first 90 days.
  2. Understanding the Client: Niels discusses the importance of understanding the client’s knowledge of marketing and establishing their purpose.
  3. Communication with Executives: Casey emphasizes the need for clear communication with the executive team to align on goals and expectations.
  4. Early Wins: Both guests highlight the importance of identifying and implementing early wins, such as optimizing lead forms and website messaging.
  5. Purpose-Driven Marketing: Niels explains their focus on purpose-driven marketing and parallel strategies for immediate and long-term results.
  6. Client Blind Spots: Casey discusses common blind spots in marketing, such as outdated sales materials and disjointed messaging.
  7. Strategic Advisory Role: Both guests stress the importance of the CMO’s strategic advisory role and the need for CEOs to invest in marketing.
  8. Red Flags: Niels and Casey discuss red flags indicating a client may not be ready for a fractional CMO, such as lack of budget and unwillingness to share information.
  9. Collaboration with Sales: The guests provide insights on collaborating with sales teams and ensuring alignment between marketing and sales.
  10. Finding Casey and Niels: Information on how to connect with Casey Powers and Niels Kramer through LinkedIn.


  1. 00:33: “We first start with finding purpose. Why do you guys, why are you guys here? What do you guys do? Why do you do it?” – Niels Kramer
  2. 01:51: “The number one thing is communication. You’ve got to find out what they want and where they are right now.” – Casey Powers
  3. 02:58: “One of the most fundamental disconnects you can find at a client is that the company thinks it’s selling one thing, but the customers think they’re buying something else.” – Dean Waye
  4. 04:08: “Low hanging fruit always bugs me. Everything takes effort and time.” – Casey Powers
  5. 05:00: “I want to look at messaging on the website right away. If the form has a lot of friction, it’s a bad user experience.” – Casey Powers
  6. 06:30: “We tell the client we’re going to do two things in parallel: look at the now to get leads and look at the long-term strategy.” – Niels Kramer
  7. 08:19: “Marketing yourself is really hard. The self-perception is tough and often modesty makes it hard to put yourself out there.” – Niels Kramer
  8. 09:58: “The messaging is often disjointed. Marketing says one thing, sales materials say another, and pitch decks are outdated.” – Casey Powers
  9. 11:32: “If you’re hiring a CMO, you need to invest. What’s the budget going forward? Is it scalable if I show a return?” – Casey Powers
  10. 12:40: “A CMO starts with a C. It’s Chief. The CEO should take the CMO really seriously because they look at what the company should do from a high level.” – Niels Kramer
  11. 14:10: “If the price makes them fall off their chairs, they don’t understand the value of a CMO.” – Niels Kramer
  12. 15:50: “You need to make friends with the CEO and be together on the vision because you’re about to embark on an exciting journey.” – Casey Powers
  13. 17:05: “Sales and marketing have to work together. Sales leaders need to be very personable and understand the value of good leadership.” – Casey Powers
  14. 18:30: “I’ve never heard anyone in sales say they get enough good leads from marketing.” – Dean Waye