Jonathan Goodman presents himself as a seasoned technology leader with more than 30 years of experience and explains his role as Vice President of Halyard Consulting and as a fractional CMO. He describes how he has led Halyard’s evolution from traditional SEO and web development into AI-driven consulting, helping organizations integrate advanced AI tools to improve operations, sharpen strategy, and strengthen market positioning. As a fractional CMO, Jonathan emphasizes bridging the gap between business strategy and modern, AI-enabled marketing, particularly for small and mid-sized companies that often lack alignment between vision, execution, and digital capabilities.

In discussing the first 90 days of a fractional CMO engagement, Jonathan outlines a structured, diagnostic-first approach. He begins with a deep assessment of the company’s current marketing efforts, data, stakeholder perspectives, and market position to uncover misalignments—such as strong lead generation but weak retention or unclear brand positioning. From there, he develops a strategic roadmap that aligns marketing initiatives with overarching business goals, integrating modern tools and processes to turn weaknesses into strengths and ensure marketing directly supports growth, retention, and long-term value.

Jonathan explains that CEOs get the most value from a fractional CMO by setting clear objectives, defining success metrics, maintaining open and frequent communication, and empowering the CMO to make decisions. He stresses that marketing should never be siloed; instead, it must be tightly integrated with sales, product, and customer service. Resistance to change, lack of buy-in, or cherry-picking initiatives undermine impact, while a collaborative culture allows innovative strategies to be executed effectively.

Looking at the longer-term impact, Jonathan describes how a marketing team is stronger after a year with a fractional CMO. His approach prioritizes listening first, respecting existing workflows, and identifying quick wins to build trust. Over time, he introduces improved processes, tools, and strategic clarity, while mentoring team members through training and one-on-one coaching. By encouraging transparency, feedback, and shared ownership of outcomes, he helps teams become more confident, more strategic, and better aligned with business objectives.

When asked why he chooses the fractional CMO path despite its challenges, Jonathan explains that he finds it deeply rewarding to work at the executive level, helping leaders understand and responsibly adopt AI. While the role often involves navigating resistance and complex organizational dynamics, he sees AI integration as inevitable across industries and believes his work helps companies prepare for that future in a practical, human-centered way. For him, the role combines strategy, technology, and transformation to meaningfully advance both businesses and the people within them.