Press Videos

Fractional CMOs with Jonathan Goodman (WayeCreative)

Publisher: WayeCreative  •  Duration: 16:47  •  Published: January 2, 2025

Jonathan Goodman joins WayeCreative to explain what a fractional CMO does—especially in the first 90 days—covering strategy alignment, marketing audits, team enablement, and how AI can streamline workflows and drive outcomes.

Show full transcript 0:02hey0:03Jonathan Hey Dean how are you thank you0:06for uh having me a warm welcome to0:09everyone watching it’s truly an honor to0:10join you here uh Dean your reputation as0:13a thought leader and innovator proceed0:15you and it’s exhilarating to be part of0:17the conversation under your guidance I’m0:19Jonathan Goodman uh with over three0:21decades in technology sector I’ve0:24navigated through roles that have not0:26only challenged but also enriched my0:29strategic and in ative thinking as the0:31vice president of halard Consulting I’ve0:33LED our transformation into a front0:35runner in AI Consulting we enable0:39businesses to integrate Advanced AI0:41solutions that refine their operations0:44and Elevate their Market position in my0:47capacity as a fractional CMO I harnessed0:49this depth of tech exper expertise to0:52dive deep into and drive marketing0:55strategies that resonate across the0:58diverse Industries my Comm commment to1:00is to pioneering solutions that promote1:03growth and Innovation I look forward to1:05sharing the nuances of fractional1:08leadership and its potential impact on1:10today’s businesses with all of you all1:13right let’s jump in so Jonathan tell me1:17what a fractional CMO is and tell me1:19what a fractional CMO does in the first1:2090 days well when I started a year-long1:25engagement when I start a year-long1:26engagement I often notice that1:28business’s strategy isn’t quite in sync1:31with their marketing efforts many1:33companies especially small to medium1:35businesses have clear Visions but their1:38marketing strategies aren’t perfectly1:40aligned with today’s digital and AI1:42driven Landscapes I begin with a1:45comprehensive assessment of their1:47current marketing efforts to address1:49this this involves reviewing existing1:52data interviewing key stakeholders and1:55analyzing their Market position to1:57pinpoint where misalignments occur2:00for instance they might be good at2:02drawing customers in but struggle to2:05keep them engaged long term my focus2:08then shifts to creating a strategic road2:10map incorporating modern tools and2:12strategies to enhance customer retention2:15and brand loyalty this ensures that2:17every marketing move is powerfully2:19aligned within with overarching business2:23goals turning potential weak spots into2:26solid2:28strengths Betty2:30hi hi hi Dean hi Jonathan happy to be2:35here thanks for having me yes uh okay2:39talk to me about uh in a hypothetical2:41one-year engagement let’s say and you’re2:43the fractional SEO tell me about what2:45you like to tackle or even what problems2:48you go looking for because the business2:49might not even see their problem but you2:51know it’s going to be there tell me like2:53what sort of like makes up the top two2:55or three things that make up the first2:5690 days and uh let the audience know a2:58little bit about you3:00sure uh well I’m Betty Ledgewood and I’m3:03a fractional CMO I’m usually brought in3:06when a company sees that it’s behind3:09where it needs to be with their3:10marketing uh you know maybe they’re3:12running out of funding maybe they need3:14to show some results to a new investor3:16or buyer um or maybe they see they’re3:19never going to get off the Launchpad3:21until they figured out this marketing3:23thing so someone typically refers me in3:26and so the first 90 days looks very3:28similar to what JN is talking about and3:32uh step one is always a situation3:34analysis you know I I um do an audit and3:38evaluate what they’ve done so far and3:41yeah typically we find there’s there’s3:44several several issues and usually it’s3:46around strategy so or not having a plan3:50uh so step two is definitely always3:52about creating a marketing plan that3:54kind of aligns with their business3:55object objectives and um4:00you know that’s always something I find4:01this missing anyway that’s that’s a big4:03thing and step three is usually the4:05implementation of that plan where you4:08evaluate measure and adjust so the4:10caveat is to this that um if there are4:14any initiatives and there always is4:16right I find that there’s always some4:18last minute oh my gosh we need to have4:19somebody in to fix this because we’ve4:22got this deadline so that’s typically4:24happening at the same time that we’re4:25working on everything else or if there’s4:27some lwh hanging fruit that that we4:29identify that we can fix right away for4:31example um just some verbiage around the4:33website you know just to improve their4:35messaging or their positioning on their4:37website that kind of thing we usually do4:40uh first or at the same time because4:42clients like to see progress right three4:44months is a long time 90 days is a long4:46time so we you know we’ like to to see4:50have them see results right away all4:52right so let’s shift and um let’s4:55pretend I’m your client’s CEO the CEO of4:58the company that right chances are I had5:00to go get approval or for the spend to5:03bring in I mean in in all likelihood5:05you’re the first CMO the companies’s5:07ever had of any stripe never mind5:10fractional right right so I I got the5:12budget approved to have a fractional CMO5:14for a year right right how do I squeeze5:17every last penny of value out of that5:19one year with a fractional CMO okay5:23that’s a really good question uh I would5:25say that you need to be super clear on5:27your objectives and what you want to5:29achieve and it also helps to be a really5:31good communicator in that vein um I5:35think it’s important for the CEO to be5:37really available you know for meetings5:39and interviews and to participate in5:42part of the process um I think it’s5:44important to be supportive and once they5:47agree on the go forward plan that they5:52shouldn’t opt out of a bunch of the5:54initiatives and kind of cherry-pick5:56because it’s a house of cards and5:58obviously the marketing won’t be as6:00effective um if you’re you know changing6:03things last minute and I’m not6:04suggesting you don’t pivot and be6:05flexible but that’s key and I think you6:07need to be an advocate for the marketing6:10um marketing isn’t an activity done6:13solely by the marketing department um it6:16should never be siloed and it’s a6:18companywide effort that everybody should6:20help Implement so I think them helping6:23facilitate that is really important6:25thereby in um Jonathan so I want to ask6:28you the same question but I want give6:29you an opportunity to answer the inverse6:31of that question which is how does a CEO6:34get maximum value like what is the one6:37or two main things to get maximum value6:39out of that CEO the CMO or if you prefer6:42to answer it this way how do you in your6:44experience how do companies end up6:46wasting the money that they spent on6:48their CMO by doing something that they6:50should have stopped doing or by not6:51doing something they should have been6:53doing relative to that CMO your call6:56that’s a great question Dean you know to6:58get the most out of a fractional CMO7:01CEOs should focus on a clear goal7:03setting and open communication defining7:06success with specific metrics and7:08timelines is crucial so we’re aligned on7:11expectations an essential part of my7:13integration is is the company culture7:16CEO should foster an environment that7:18collaborate and open to new ideas and7:21approaches this openness helps ensure my7:24Innovative strategies can be implemented7:26effectively without resistance empower7:29ing me to make decisions is vital for7:32applying my expertise to impa impactful7:35marketing initiatives additionally7:38maintaining regular communication helps7:41keep strategies responsive and align7:44with business needs cross departmental7:46collaboration is another key factor7:49working closely with sales product7:51development and customer service ensures7:53our comprehensive marketing strategies7:56support the company overall goal all7:59right so let’s um Jonathan let’s talk8:01about the marketing team that’s already8:03in place probably Junior and midlevel8:06folks right let’s let’s think ahead uh8:1012 months so it’s been a year of having8:13a fractional CMO probably the first ever8:15CMO they’ve ever had in marketing for8:16that company right how is that team8:20better off at the end of those 12 months8:23or how’s it different never mind better8:25but how’s it just different from having8:27a CMO in place for a year8:30well when stepping in as a fractional8:32CMO where our marketing team is already8:34in place my initial approach is to8:37listen and really understand the team’s8:39Dynamics and ongoing projects this helps8:42me appreciate the workflows and logic8:45behind current strategies I identify8:48quick wins to build trust and8:49demonstrate immediate value such as8:52optimizing existing Campa campaigns or8:55updating digital tools these initial8:58successes can illustrate the benefits of9:01new approaches without overwhelming the9:03team it’s important to gradually9:06introduce changes to respect established9:08workflows and reduce resistance I’m9:11transparent about the goals and reasons9:13for any shifts ensuring everyone9:16understands why adjustments are being9:17made the clarity helps Foster buyin and9:21eases the team into the new processes9:23encouraging open feedback is crucial I9:26actively seek input from the team on9:29what works and what doesn’t adjusting9:31our strategy accordingly this open9:34dialogue not only refines our approach9:37but also strengthens trust and9:39collaboration within the9:41team okay and Betty how about you what9:43do you think that marketing team looks9:44like or how’s it different after 129:47months of exposure yeah you9:49know I think it is kind of tough um9:53initially sometimes right and uh it I I9:57agree with Jonathan in terms of10:00um trying to really understand where10:03they’re at and what their pain points10:06are um and it really does depend you10:08know will the CMO improve anything it10:10depends really on how um that position’s10:14positioned as they as they come in but10:16really if they haven’t had any a seat at10:20the table I think that having a c Simo10:24really validates the department right um10:29you know they finally have someone in10:31the sea Suite that advocates for them I10:34think they’re more likely to get the10:35resources they need and frankly just to10:38have a voice on the management team and10:39to be seen and I think typically my10:42experience is is that that’s what10:43they’ve been missing if they haven’t had10:45a CMO um or somebody at the table it10:47means that marketing hasn’t been that10:49important and that they’re kind of you10:52know with with the sales and and so I10:54think this can bring a lot of value CMO10:56position can bring a lot of value um and10:59I think it can11:01improve the marketing department quite a11:03bit by adding some structure some11:06strategy um getting the resources that11:09you need um to develop like a strategic11:12marketing plan and aligning with all the11:14stakeholders I think is one thing they11:16can see and I think because the outcomes11:18typically11:19improve um and you reach your corporate11:22objectives you know it always feels11:24great so my experience has been it’s11:27it’s really positive EXP erience for the11:30marketing team let’s talk about one11:32person on that marketing team let’s talk11:34about the most Junior newest employe in11:37marketing11:39right um yeah if you had a chance to11:44talk to that person or if you were going11:45to talk to yourself at the beginning of11:46your marketing career right like what11:49sort of like one thing would you tell11:51that person to make sure they do or ask11:54or try to experience in the one year11:57that they’re going to have exposure to11:58that fraction CMO I’m going to say learn12:01everything you can um you know there’s a12:04lot to be learned from a CMO uh when12:06you’re you know who’s12:09open about sharing knowledge right um12:13and so I think you know that person that12:15Junior person would be you know be well12:18advised to glean anything they can from12:20this the CMO um learn about strategy and12:23process and and maybe some business12:25Acumen um and at the end of the day I12:28think you know they gain some confidence12:30from having a CMO and and to be able to12:33learn really from12:35them and Jonathan what do you think yeah12:38I completely agree with Betty you know I12:40focus on aligning marketing efforts with12:42broader business goals which might bring12:45new projects or change current12:47priorities to T Target higher returns so12:50one of my key roles is to streamline12:52processes and tools by making workflow12:55more efficient I help lighten everyone’s12:57load this could mean introducing new13:00tech or tweaking strategies to make13:02tasks easier and more effective I bring13:05a diverse experience set and Mentor13:07teams offering training and one-on-one13:09coaching to help build skills and13:12Advance careers I encourage open13:14communication and value everyone’s input13:17which helps us better work better13:19together and ensures everyone’s voice is13:23heard um Jonathan so I want to ask you a13:27question now um it’s it’s it’s kind of13:29blunt it’s um not meant to be13:32mean but um the question is this13:36fractional CMO okay there are a lot of13:38easier ways to make money than being a13:41fractional CMO a lot less13:44frustrating nice or13:46hours why do this13:49job well you know I see the benefits of13:53you know of of CMO of being a CMO13:57fractional CMO you know understand that14:01I Howard Consulting when we we’ve been14:04around for 15 years and for the past 1314:08of those we were focused on SEO and14:11website design and development right and14:13we’ve only recently moved into the AI uh14:17integration for our company and for our14:19clients and so you know working with the14:23executive level to have them understand14:26what AI is capable of doing is is14:29incredibly rewarding and so that’s14:32really where uh my thrill is uh yeah14:36it’s difficult you’re coming into a new14:37environment you’re working with people14:39who may not want you there that may have14:41you know thought someone else should14:43have gotten the job but that’s always14:44the case right and so you always have14:46those battles and it’s really the skills14:49that I’m bringing forward to try to move14:51the company forward which is incredibly14:54important uh for the company itself you14:57can’t look at the individual you have to14:59understand that AI is going to be15:01integrated on all levels for all15:04corporations Betty what do you think why15:07why do this why do this job why I love15:10this job um you know I I I think it’s um15:15it’s it’s so creative and it’s ever15:17changing especially in the last four15:19years with AI but with covid and with15:22the technology Evolution I think is um15:27it makes it really exciting and always15:28there something something new so what I15:31love about it especially is that it’s15:33the creative side of of business uh15:36development and creating a business and15:39seeing it to fruition and seeing it to15:42you know be successful and as far as15:45being a CMO is concerned versus someone15:47who’s a little more Junior I think that15:50um you know having us on board will give15:53you especially at the CMO level uh what15:56we bring to the table really is process15:59and the tools to use to speed up um16:03getting results all right well guys this16:06has been really great I really16:07appreciate it uh it’s been pretty16:09revealing uh I get weird answers when16:12people when I ask people why they I am16:13not a fractional so I get weird answers16:16I like the fact16:17that hon other than salespeople I don’t16:20know anyone else in any Enterprise that16:22is as optimistic as marketers and you16:24kind of have to be Optimist to be a16:26salesperson or a marketer right if you16:28if you weren’t the job would kill you16:31you would just16:32die all right uh well that’s about it16:35for me uh thank you very much Betty and16:37thank you very much Jonathan for being16:39here absolutely thank you and I’ll see16:42you guys in the next episode or in any16:45of the clips see you soon bye Book a Conversation Explore AI Strategy & Integration [tcb-script type=”application/ld+json”]{ “@context”: “https://schema.org”, “@type”: “VideoObject”, “name”: “Fractional CMOs with Jonathan Goodman”, “description”: “Jonathan Goodman joins WayeCreative to explain the role of a fractional CMO, the first 90 days, and how AI-enabled marketing improves alignment, retention, and outcomes.”, “thumbnailUrl”: [ “https://img.youtube.com/vi/pWgbIi6FKek/hqdefault.jpg” ], “uploadDate”: “2025-01-02T00:00:00-05:00”, “duration”: “PT16M47S”, “embedUrl”: “https://www.youtube.com/embed/pWgbIi6FKek”, “contentUrl”: 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