CMO School
CMO School is a podcast for marketers and fractional CMOs who want to step into leadership, own their expertise, and build a career or business that works for them. Hosted by Jess Shirra, a 15+ year marketing leader and fractional CMO, the show shares strategies, expert insights, and mindset shifts for transitioning into a CMO role or scaling a fractional business. Episodes cover topics like pricing services, leading teams, and delivering powerful strategy, drawing from Jess's experience with brands like Lululemon, Pottery Barn, and Strava.
Episodes
Why I'm Not Taking On More Clients (Even Though I Could)
Here's something I've learned building this business: at a certain point, doing more of what's comfortable stops moving you toward what you actually want. And the most powerful thing you can do is get radically honest about where you're putting your energy.For years I’ve wanted to grow Fractional CMO School. This year, I finally am — and I'm pulling back the curtain on exactly why, what I'm buildi
The Best Niches for Fractional CMOs in 2026 (And Where to Find Clients)
Choosing a niche is one of the hardest decisions you'll make as a Fractional CMO. It determines what you charge, how sticky your retainers are, and how long it takes you to hit consistent six figures.In this episode, I'm sharing the top niches for Fractional CMOs in 2026 — the ones I think you can make the most money in, why they're the best, and where to find them.Inside this episode:Where the sm
How to Become a Fractional CMO: 5 Things to Do BEFORE You Quit
Quitting your corporate job too early is why so many new Fractionals undercharge, take on bad-fit clients just to pay the bills, and burn out 6 months in wondering if they made the right call.The advice to "just take the leap" is great — I'm a huge believer in moving fast — but going Fractional is a business build, not a job change, and the best time to start building it is while you've still got
What To Do When Your Fractional CMO Client Has No Team To Execute
The worst thing that happens on a fractional CMO engagement isn't bad strategy — it's good strategy with no one to actually execute it.Every Fractional CMO will eventually land a client who doesn't have the right team to do the work. How you handle is everything.In this episode, I break down:The 3 types of team gaps every fractional CMO will eventually hitThe common mistakes that shift you from le
Can I Be A Fractional CMO If I've Never Been A CMO Before?
You can be a Fractional CMO without ever having held the CMO title before. If you've been counting yourself out of Fractional CMO work because you’re not sure you’re experienced enough, this episode is for you.I’m breaking down:Why your past job title is not as important as you think it isThe three things you need to be a CMOWhat to do when you’re not *quite* qualified for a roleAnd the shift you
Stop Posting on Social Media to Get Clients as a Fractional CMO
Posting on social media is one of the least effective easy to get clients as a Fractional CMO.I'm a huge believer in being visible online — but social media for lead generation is the SLOWEST and most exhausting route to landing high-ticket Fractional CMO clients.In this episode, I break down:3 reasons social media isn't landing you high-ticket Fractional CMO clientsWhere high-ticket clients DO co
5 Ways to Beat Imposter Syndrome That Work Right Away
Imposter syndrome is why most Fractional CMOs undercharge, second-guess their strategy, and shrink in client meetings.And the advice everyone gives you to "work on your mindset” is great, and I'm a huge believer in it — but that takes TIME. And if you've got clients you're leading right now, you need something that works IMMEDIATELY.In this episode, we break down:5 tips to help you get past impost
Do I Even Want To Be A Fractional CMO? | Live Coaching Call
So many people start Fractional work then find themselves burnt out, and questioning if this model is even a fit for them.I sat down with one of my Fractional CMO School students, for a live coaching call. Lisa came to me feeling disillusioned with the fractional model after a few client experiences, and wondering what to do next.I helped her see that didn't hate the model, she just wasn’t operati
How to Sell Fractional CMO Services: Sales Secrets From a 7-Figure CMO
Sales is the one skill nobody teaches you as a fractional CMO — and it's the one that determines whether your business actually grows. Most of us got into this because we're good at marketing. Not because we love selling. For a long time, I hated it. I wasn't comfortable doing it, I didn't feel like I was good at it, and the idea of getting on a call where someone might say no felt awful. Four yea
How to Shift From Doing Marketing to Leading Marketing as a Fractional CMO
What you spend your time on determines everything — how visible you are to your client, how much authority you actually have, how much they'll pay you, and whether you burn out. If you've ever felt like you're executing all the marketing while your client sees you as someone who takes direction instead of sets it, this episode will help you understand why.In this episode, I break down:The four thi
Fractional CMO vs Agency vs Contractor: How Switching Between Roles Is Costing You
What you call yourself matters less than what you actually do. And when you code-switch with the same client — saying CMO, operating as contractor — you're losing authority and pricing power.If you've ever found yourself executing work for a client while also calling yourself their Fractional CMO, this episode will help you understand why.In this episode, I'm breaking down:Exactly what to do in yo
What to Do In Your First 90 as a Fractional CMO
How you structure your first 90 days changes everything about your business. When you step into a new client engagement, the order of what you focus on determines whether you're seen as a strategic leader or just another executor.In this episode, I break down:The exact order of what to focus on firstHow to integrate with the team and establish your rhythmWhen and how to prove the strategy worksWhy
My $20,000 Strategy Process (And The Mistakes Fractional CMOs Make)
I charge up to $20,000 for a marketing strategy — and in this episode I’m pulling back the curtain on exactly how I build it.Most fractional CMOs are winging their strategy process and massively undercharging because of it. So I’m walking you through my exact four-phase process — Discovery, Strategy Development, Delivery, and Alignment & Next Steps — and the mistakes I see people make at every
Why Most Marketing Hires Fail (And How to Fix It)
I see this all the time — founders frustrated with their hires, marketers frustrated with their clients, and everyone pointing the finger at the other person. But most of the time, it’s actually no one’s fault.In today’s episode, I’m breaking down:The biggest misunderstanding around hiring marketing supportWhy you’re not getting better resultsThe unrealistic expectations placed on one “unicorn” hi
Why Clients Don’t See You as A Leader (And How to Fix It)
How your clients see you determines everything — how much they trust your decisions, how often they question your strategy, how much control they take in meetings, and ultimately how much they’re willing to pay you as a Fractional CMO.If you’ve ever felt a client slowly start directing you, second-guessing your recommendations, or treating you more like an executor than a strategic leader, this ep
What I Do (and Don’t Do) With Campaigns and Launches as a Fractional CMO
Launches and marketing campaigns are one of the biggest areas, I see Fractional CMOs overstep their boundaries,It starts with mapping out a campaign or launch…and quickly turns into building timelines, reviewing every asset, sitting in execution meetings, and basically project managing everything.In this episode of my “What I Do and Don’t Do as a CMO” series, I’m breaking down how I approach campa
What I Do (and Don’t Do) With Hiring for Clients as a Fractional CMO
When you don’t know what you should own (and what you shouldn’t) during the hiring process, you end up posting job descriptions, screening resumes, running interviews, onboarding new hires…and quickly turning your fractional role into a full-time job.In this episode of my series “What I Do and Don’t Do as a CMO,” I’m breaking down how I handle hiring for clients.We cover:The 5 things I own when it
Three Ways to Get Clients as a Fractional CMO (No Audience Needed)
You don’t need a huge audience to get Fractional CMO clients.But you do need to stop approaching sales like a freelancer.If you’ve been posting educational content, creating freebies, or “putting yourself out there” and it’s not turning into clients, this episode will show you exactly why and what to do instead.Today, I’m breaking down the 3 fastest ways to get booked as a Fractional CMO — and wha
How to Price Yourself as a Fractional: CMO Real Rates + The Biggest Mistakes I See
If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.In this episode, I break down:The core mindset shift around pricing that changes how clients perceive your valueThe real pricing ranges Fracti
What I Do (and Don’t Do) With Social Media as a Fractional CMO
One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential. In this episode of my series “What I Do and Don’t Do as a CMO,” and I’m diving into Social MediaWe cover
What I Do (and Don’t Do) With KPIs as a Fractional CMO
One of the fastest ways Fractional CMOs burn out is by not being clear on their role. When you don’t know what you should own – and what you shouldn’t – you end up overdelivering, doing work you shouldn’t, and being way busier than you need to be, which ultimately limits your earning potential. In the first episode of my series “What I Do and Don’t Do as a CMO,” and I’m starting with KPIs and data
What Founders Need From Marketers and Fractional CMOs with Heather Chauvin
Why do founder–marketer relationships break down so often — even when everyone has good intentions?In this episode, I’m joined by Heather Chauvin, leadership coach and longtime founder, to talk honestly about what founders are actually looking for when they hire marketing support — and why marketing can be one of the most emotionally charged hires a business owner makes.We unpack:Why many founders
How to Price Yourself as a Fractional CMO: Real Rates + The Biggest Mistakes I See
If you’re a Fractional CMO and you’ve ever wondered, “What should I be charging?”, this episode is for you.So many experienced marketers undercharge in this role, and it’s one of the biggest reasons Fractional CMOs feel overworked, underpaid, and burned out.In this episode, I break down:The core mindset shift around pricing that changes how clients perceive your valueThe real pricing ranges Fracti
The AI Playbook Every Fractional CMO Needs to Get Hours Back and Stay Ahead with Callan Faulkner
If you’re leading marketing in 2025, you can’t afford not to understand AI.In this episode, I’m joined by Callan Faulkner, AI coach and founder of The Uncommon Business, who built a $4M company in 18 months with four AI-trained employees while working less than 40 hours a week. And here’s what matters: Callan isn’t teaching the surface-level “prompt for a caption” stuff you’ve already seen everywh
How to EASILY Hit 6 Figures as a Fractional CMO With 1-2 Clients
If six figures as a Fractional CMO feels out of reach — like something only “top-tier marketers” or “big-name consultants” can do — this episode is going to shift that belief fast. Hitting six figures isn’t a stretch goal in this role. It’s actually the simplest part of the business when you structure it the right way.In this episode, I break down:• The biggest mindset blocks keeping marketers und
Fractional CMO School: Inside the Top Training Program for Fractional CMOs + Marketing Leaders
If you’ve been curious about what actually happens inside Fractional CMO School — the structure, the support, the strategy, and how marketers and fractional CMOs are scaling to six figures and beyond — this video gives you the full inside tour.I’m sharing the real story behind the program, why I created it, what makes it different, and what students are experiencing once they get inside. If you’ve
The Work Beneath the Work: How I Rewired My Beliefs About Money, Success, and Worthiness (with Jess Belsky)
You can do everything “right” — build the strategy, put in the hours, chase the next level — and still feel stuck. Like there’s something invisible holding you back from the growth you know you’re capable of.I’ve been there. And what I learned is this: it’s not your strategy. It’s your subconscious.When I started working with Jess Belsky, a Transformational Leadership Coach and Hypnotherapist, I t
The Fractional CMO Trap: When You’ve Built Yourself a Job
If your Fractional CMO business doesn’t feel like the freedom you wanted, this episode is for you.So many experienced marketers end up stuck in what I call the Fractional CMO Trap: the place where you’ve technically built a business, but it still feels like a job.In this episode, I’m breaking down:What the Fractional CMO Trap isThe two doors that usually lead you into it — and how to back yourself
Next-Level AI: How to Use AI as a Fractional CMO
AI is moving so fast it’s hard to keep up. Some days it’s magic, other days it’s chaos. ChatGPT forgets what you told it three prompts ago. It starts using formatting you hate. It spits out content that feels flat or off-brand. Or worse — it makes stuff up and says it with confidence.This episode is about going beyond “just using AI” — and learning how to make it a tool that makes you sharper, fas
Do I Have the Right Background to Be a Fractional CMO?
If you’ve ever wondered if you’ve got the right experience to be a Fractional CMO, this episode’s for you.I’m breaking down why there’s no “perfect” background for this kind of work — and why that’s actually the best news. Whether you’ve been in one industry or role your whole career, or jumped around, , you’ve built skill sets that uniquely prepare you for this role.In this episode, I share what
Finding Your Ideal Fractional CMO Clients (And Red Flags to Avoid)
Not every client is a fit for a Fractional CMO — and the wrong ones can derail your business, your confidence, and your sanity.When you’re building your Fractional CMO business, it’s easy to say yes to anyone who wants to hire you. But fit matters more than opportunity. The right clients make your work easier, your results stronger, and your business more sustainable.In this episode, I’m breaking
Why You Need a Niche as a Fractional CMO (Even If You Don’t Want One)
When I first started as a Fractional CMO, I did not want to niche. I was scared it would limit my opportunities, make me miss out on clients, or box me into something I’d get bored of. But the truth is — niching was such a catalyst to my growth. In this episode, I’m sharing:What happened when I tried to serve everyoneHow I tested different niches behind the scenes Why I eventually chose
Rewire Your Subconscious for Business Growth with Mindi Huebner
You can have the best strategy in the world, but if your subconscious isn’t on board, you’ll find yourself spinning in the same patterns.In this episode of CMO School, I sit down with Mindi Huebner to unpack the identity shifts and subconscious rewiring that allow high-achieving women to grow businesses that feel as good as they look.We talk about:Why strategy alone won’t work if your subconscious
How I Got Started As A Fractional CMO (and Why I Built Fractional CMO School)
I get asked all the time how I got started as a Fractional CMO — what background you need, what steps to take, and what I’ve learned along the way.So today, I’m breaking it all down for you. In this episode I’ll be sharing:My career background and how it set me up to become a Fractional CMOThe misconception I had around my own experience and readiness for this role The early months of trial a
Why So Many Fractional CMOs Burn Out (and How to Reset)
I talk to so many Fractional CMOs who are exhausted, underpaid, and questioning if they made the right move stepping into this role. That’s exactly why I made this episode.It’s not you - and it’s not the model. Most people are just running their business in a way that isn’t sustainable. If you’ve been feeling burnt out, like you’re trying to squeeze a full-time job into part-time hours, this one’s
LinkedIn for Fractional CMOs: From Profile to Pipeline
LinkedIn isn’t just a place to park your work history — it’s where your next high-ticket client is scrolling right now. The question is: will they see you as another marketer, or as the strategic leader they’ve been looking for?In this episode, I’m joined by Mandy McEwen, LinkedIn pro, founder of Mod Girl Marketing and Lumin, and someone who’s been ahead of the curve on LinkedIn since before
How to Land Clients as a New Fractional CMO: A Behind-the-Scenes Coaching Call
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 epi
From Overwhelmed to His Biggest Launch Yet: Andy Kriebel’s Fractional CMO Client Case Study
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
Radical Responsibility: The Mindset Every Fractional CMO Needs
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 ju
How to Use ManyChat in Your Marketing in 2025
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 break
$620K in 90 Days: A Fractional CMO Client Case Study with Erin Stetzer
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 product
From Nervous to Fully Booked: Abby’s First Year as a Fractional CMO
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 referra
Email Strategy for 2025: What You NEED to Know as a Marketer
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.
How to Generate Leads as a Fractional CMO with Suzy Crawford
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
Inside Lori Harder’s Marketing Strategy: Why She Hired a Fractional CMO
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 deci
How to Know If You’re Ready to Be a Fractional CMO (Even If You Don’t Feel Like You Are)
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.”He
How to Get Over the Fear of Rejection: What’s Really Keeping You From Your Goals
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 b
How to Use Evergreen Funnels in Your Clients Strategies as a Marketer
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 bef
Should You Ever Work for Free as a Marketer or Fractional CMO?
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 hou
How to Hire & Work With a Paid Ads Agency as a Marketer
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.
I Hate Marketing
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
Fractional CMO: The First 90 Days
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.
What is a Fractional CMO, anyways?
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 f
Welcome to CMO School for Marketers and Fractional CMOs
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
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