Francesca Furchtgott and Brian Talbot | Fractional CMOs & The 90-Day Win

This video is a podcast interview with Francesca Furchtgott and Brian Talbot 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 provide essential strategic leadership to small and medium-sized businesses, focusing on aligning marketing efforts, defining value propositions, and integrating systems. Their early wins and strategic insights help organizations achieve quick, visible results and long-term growth.

Key points
🎯 Value Proposition: Clarifying and aligning the business’s value proposition and target audiences is often a critical first step.
🔧 System Integration: Addressing a patchwork of Marketing Systems that don’t communicate effectively with the core CRM is essential for streamlined operations.
🧩 Strategic Planning: Developing a strategic road map, including goals, strategies, execution plans, and necessary resources, is crucial for guiding marketing efforts.
📈 Early Wins: Quick wins such as creating an editorial calendar and producing public-facing content help build momentum while working on long-term strategies.
🔍 Customer Insights: Conducting customer research to understand the real value and usage of products can uncover valuable insights for marketing and product positioning.
📊 Consistency and Alignment: Ensuring consistent messaging and alignment across the organization is vital for cohesive marketing and sales efforts.
🤝 Collaboration with Sales: Effective collaboration between marketing and sales is crucial for optimizing the customer journey and driving revenue.
🚀 Strategic Advisory Role: Fractional CMOs should be leveraged as strategic advisors, bringing their experience from various industries to guide the company’s growth.
👥 Stakeholder Engagement: Engaging key stakeholders early on and understanding their perspectives helps in aligning the company’s vision and strategy.
📚 Educational Role: Fractional CMOs play an educational role in helping companies understand and implement best practices in marketing and strategic planning.

  1. Introduction: The podcast introduces the topic of fractional CMOs and their impact within the first 90 days.
  2. Initial Challenges: Francesca discusses common initial problems, including undefined value propositions and disjointed marketing systems.
  3. Strategic Foundations: Brian emphasizes the importance of developing a strategic road map and aligning the organization.
  4. Early Wins: Francesca focuses on creating an editorial calendar and producing public-facing content as quick wins.
  5. Customer Research: Francesca highlights the importance of customer research in uncovering valuable insights for marketing strategies.
  6. Consistency in Messaging: Brian discusses the need for consistent messaging and alignment within the organization.
  7. Strategic Advisor Role: Both guests emphasize the value of treating fractional CMOs as strategic advisors and integrating them into the C-suite.
  8. Signs of Readiness: Francesca and Brian discuss signs that a client might not be ready for a fractional CMO, such as lack of commitment and strategic focus.
  9. Collaboration with Sales: Both guests provide insights on what to look for when hiring a new head of sales, emphasizing collaboration and alignment with marketing.
  10. Incorporating Fractional CMOs: The discussion concludes with the importance of including fractional CMOs in strategic meetings and treating them as integral members of the team.


  1. 00:35: “I often see a lack of definition around the business’s value proposition and the target audiences.” – Francesca Furchtgott
  2. 01:40: “I’m usually brought on to tackle a specific problem that the CEO has identified, like building a regular social media presence or testing go-to-market strategies.” – Francesca Furchtgott
  3. 03:05: “Small business owners have done a great job of growing their organization, but it’s mostly all done through heroics and trying to find resources internally.” – Brian Talbot
  4. 04:35: “One of the first things I do is a quick survey of everybody to understand what they think the company is and then draft a brand messaging playbook.” – Brian Talbot
  5. 06:20: “Getting some public-facing content out there is definitely low-hanging fruit while creating a longer-term content strategy.” – Francesca Furchtgott
  6. 07:55: “The CEOs aren’t really thinking about how to define what they’re doing, who their competition is, or what their long-term content strategy is.” – Francesca Furchtgott
  7. 09:30: “I’m not a one-man marketing team for you. Let me lead, guide, plan, and manage all the marketing activities that go into increasing revenue.” – Brian Talbot
  8. 10:45: “A fractional CMO is really a strategic thinker and should be considered part of your overarching C-suite team.” – Francesca Furchtgott
  9. 12:00: “Treat the fractional CMO like a full-time employee. Give them access to the team Slack and build them into your team.” – Francesca Furchtgott
  10. 13:20: “If you’re not ready to commit the time, then a fractional CMO is not the right choice. They need the CEO’s time, input, and buy-in to build out the strategy.” – Francesca Furchtgott
  11. 14:50: “Marketing is an all-skate opportunity. It’s everyone’s responsibility to understand the messaging and how to talk to people.” – Brian Talbot
  12. 16:05: “Empowering employees to be able to speak the way that you want them to speak is really important for the organization.” – Francesca Furchtgott
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