Podcast
CMO School
Hosted by Jessica Shirra | Fractional CMO · EN
CMO School is the go-to podcast for marketers and Fractional CMOs ready to step into leadership, own their expertise, and build a career or business that actually works for them. Whether you're looking to elevate your skills, transition into a CMO role, or scale your Fractional business, this podcast delivers strategies, expert insights, and the mindset shifts you need to create a career you love.
Hosted by Jess Shirra—a 15+ year marketing leader, Fractional CMO, and founder of Fractional CMO School—this show takes you behind the scenes on what actually works in marketing, business, and leadership. Jess has worked with powerhouse brands and creators like Lululemon, Pottery Barn, Strava, Jenna Kutcher, Lori Harder, and more—and now, she’s sharing those lessons with you.
Each episode, we dive into proven strategies, practical insights, and candid conversations on topics like:
How to step into leadership as a marketer and own your expertise
How to confidently price your services and build a business that supports the life you want
What it really takes to succeed as a Fractional CMO
How to show up as a CMO for your clients, deliver powerful strategy, and lead teams effectively
Lessons from experts across marketing, mindset, and entrepreneurship to help you grow
Whether you're a corporate marketer exploring the Fractional path, a new Fractional CMO figuring it all out, or a seasoned leader looking to scale and systematize your business, CMO School will give you the tools, insights, and confidence to create a career that gives you freedom, fulfillment, and flexibility—on your terms.
New episodes drop weekly! Subscribe now and start building a marketing career that lights you up.
39episodes
Episodes
Newest firstAll episodes
How to Become a Fractional CMO: 5 Things to Do BEFORE You Quit
1w ago00:13:07Tap to summarizeQuitting 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 a paycheck coming in.In this episode, I break down:The 5 things I'd do BEFORE quitting my corporate job to go Fractional (you can steal the exact list!)The asset you should be building while you're still inside the company (it'll sell for you for the next 5 years)The exact ask I'd send to your network that warms up half your first clients without a single pitchThe runway number that lets you charge what you're worth instead of what you needIf you're sitting at your desk thinking "I'm ready for this, but I have no idea where to start" — you'll love this episode.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Don't Quit Your Job Yet01:00 The Positioning Advantage Most Marketers Miss03:00 Build Proof Before You Need It05:15 Learn From People Already Doing It07:30 Start Building Your Reputation Now09:15 Why LinkedIn Matters More Than You Think11:00 The Runway and Offer Strategy That Changes Everything12:20 Your Fractional CMO Exit Plan
Transcribe →What To Do When Your Fractional CMO Client Has No Team To Execute
2w ago00:17:49Tap to summarizeThe 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 leader to doer fast (and are hard to come back from)3 ways to solve team gaps without filling them ourselfPlus, the reframe that turns this whole problem into a pricing and scoping opportunity in your favor.Your job as a fractional CMO is to build and run the marketing function. Not to be the marketing function.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 The Fastest Way to Devalue Yourself as a CMO01:15 The 3 Team Gaps Every Fractional CMO Will Face04:15 The Mistakes That Turn CMOs Into Doers07:30 Stop Taking Ownership of Client Urgency09:15 How Smart CMOs Solve Team Gaps10:00 Build a Bench of Trusted Contractors12:15 The Integrator and HR Partnership Strategy15:15 Turning Team Gaps Into More Revenue17:00 Protect Your Strategic Value
Transcribe →Can I Be A Fractional CMO If I've Never Been A CMO Before?
3w ago00:07:14Tap to summarizeYou 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 need to make if you want to step into Fractional CMO workIf you've been counting yourself out of Fractional CMO work because of what's on your resume — you're going to love this episode.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS00:00 Can You Be a Fractional CMO Without the Title?01:00 What the CMO Role Actually Is02:00 The First Sign You're Already Thinking Like a CMO03:15 Why Business Thinking Matters More Than Marketing Skills04:45 Stop Acting Like an Executor06:00 Nobody Is Going to Tell You You're Ready04:50 The Bare Minimum You Need Online05:40 How to Build Credibility Fast06:10 Why I’d Focus on LinkedIn06:45 Instagram Clients Are Different
Transcribe →Stop Posting on Social Media to Get Clients as a Fractional CMO
May 2600:07:55Tap to summarizePosting 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 come from — and why most Fractionals are looking in the wrong placeThe reframe I give my students that ends the content hamster wheel for goodHow to make your channels work for you WITHOUT posting every day (you'll get hours back)If you've been grinding to create social media content on the daily, and not seeing the return on your time, you’ll love this video.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Social Media Didn't Build My Business00:40 Why Most Social Media Leads Are Bad Fits01:40 The Content Creation Hamster Wheel02:50 How High-Ticket Clients Actually Buy04:10 The Real Purpose of Social Media05:20 How to Look Credible Without Posting Every Day06:45 Why LinkedIn Beats Every Other Platform07:30 Stop Chasing Content
Transcribe →5 Ways to Beat Imposter Syndrome That Work Right Away
May 1900:09:56Tap to summarizeImposter 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 imposter syndrome fastHow to build trust with clients (even when you don't have all the answers)Why you don't need to be the expert in everything as a CMOThe ONE thing that dissolves imposter syndrome faster than anything elseThe question I ask myself when I get stuck in my head with a client (steal it!)If you're working as a Fractional CMO and imposter syndrome is keeping you from showing up like the leader your clients hired you to be you’ll love this episode.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Most Imposter Syndrome Advice Is Useless01:00 You Don't Need to Know Everything02:15 Build a Team That Fills Your Gaps03:45 Get Behind the Curtain05:20 Focus on Results, Not Expertise06:50 Remember Who You're There For08:15 The Real Way to Beat Imposter Syndrome
Transcribe →Do I Even Want To Be A Fractional CMO? | Live Coaching Call
May 1201:05:49Tap to summarizeSo 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 operating inside the right structure.She had been making the same mistakes I see others make all the time, so I asked her to come on the podcast because I KNEW her experience would be so helpful for many others.In this episode, we break down:The biggest mistake I see CMO’s make when building out strategies (that actually overwhelms your clients too)The most common places where Fractionals end up overdelivering in their roleA simple filter you can use to make sure you stay in your lane and only do CMO-level workThe driving analogy that helped me step into leadership and totally changed how my clients saw me (you can steal it!)If you're working as a Fractional but you’re buried in your client's Slack, your days are FULL of meetings, and you’re being pulled in a million directions, this episode is for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Why Fractional CMO Work Wasn't Working03:25 Lisa's Background and Why She Made the Shift08:00 The Strategy Scope Mistake Most Marketers Make14:00 Why Overdelivering Creates Bigger Problems22:15 When Fractional CMOs Become Operators26:00 The Difference Between a CMO and a Marketing Manager35:20 The Leadership Shift That Changes Everything40:00 What It Really Means to Own the Marketing Function45:15 How to Identify the Right Fractional CMO Clients50:45 Why Every Growth-Stage Company Needs a Marketing Manager56:00 Where AI Fits Into the Fractional CMO Role01:04:00 Final Lessons on Scope, Boundaries and Client Fit
Transcribe →How to Sell Fractional CMO Services: Sales Secrets From a 7-Figure CMO
May 500:12:45Tap to summarizeSales 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 years and millions in client revenue later — sales is one of my strongest skills.In this episode, I'm breaking down every lesson that got me there:The mindset shift that made selling stop feeling grossThe one thing you can do to make people feel understood before you've pitched anything,Why I turn people away — and how it's built my businessHow to lead a sales call so you're never getting interviewedHow to say your high-ticket prices without flinching.And what you can do to get better at sales.If sales still feels uncomfortable, or it’s something you want to get better at, this episode is for you.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 I Used to Hate Sales01:00 The 3 Shifts That Changed Everything01:30 Why Sales Is Really Service02:45 Empathy Is Your Competitive Advantage04:00 The Power of Selling With Integrity05:15 How to Lead a Sales Call07:45 The Secret to Saying Your Price Confidently10:00 The Only Way to Get Better at Sales11:10 Why Confidence Comes From Reps
Transcribe →How to Shift From Doing Marketing to Leading Marketing as a Fractional CMO
Apr 2800:16:37Tap to summarizeWhat 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 things a CMO actually owns (and where execution lives)The daily filter you use to know if you're staying in the right scopeWhy staying in execution keeps you invisible — and what that costs youWhat happens when you start setting these boundariesThis shift isn't about confidence or willpower. It's about clarity on your role. And once you have that, everything changes — how your client sees you, what you charge, how much control you have over your time. Because stepping into the CMO role isn't about doing more. It's about operating at a different level.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Why Most Marketers Struggle to Lead01:00 What a CMO Actually Does02:00 Strategy: The CMO's First Responsibility04:00 Resource Allocation and Team Decisions06:00 Accountability Without Doing the Work08:00 The 30,000-Foot View of Marketing09:15 What CMOs Should Never Do10:45 The Filter I Use Every Day12:15 How to Stop Being the Doer14:00 The 3-Step Shift Into Leadership
Transcribe →Fractional CMO vs Agency vs Contractor: How Switching Between Roles Is Costing You
Apr 2100:07:51Tap to summarizeWhat 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 your first 90 days as a fractional CMOWhat you should do (and not do) in months one, two, and threeHow to integrate with the team and establish your rhythm as the leaderWhy this progression determines whether you operate like a CMO or a contractorThis isn't about being rigid or distant. It's about clarity and boundaries. Because being a Fractional CMO isn't just about strategy — it's about the seat you're actually in.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 Why Clients Don't See You as a Leader00:45 Agency, Contractor, or Fractional CMO?02:00 The Problem With Code Switching03:15 Why Execution Shrinks Your Authority04:30 The Scope Creep Trap05:30 What Changes When You Stay in the CMO Seat06:30 Why Your Pricing Starts to Make Sense07:15 Pick a Lane and Stay There
Transcribe →What to Do In Your First 90 as a Fractional CMO
Apr 1400:11:10Tap to summarizeHow 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 foundation building matters more than you thinkAnd how month three positions you as the strategic owner, not just the executorThis isn't about moving fast. It's about moving in the right order. When you follow this progression, you're not operating like a contractor. You're operating like a CMO — thinking, leading, and making decisions.Ready to take the next step?If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO.🎓 Learn More → http://www.fractional-cmo-school.com/TIMESTAMPS:00:00 What Your First 90 Days Should Look Like01:00 Month One: Slow Down Before You Speed Up03:00 Month Two: Build Relationships First04:30 Quick Wins vs Long-Term Projects06:00 Month Three: Start Thinking Like a Leader07:15 The Skill That Separates Great CMOs08:15 How to Build Trust With Clients09:15 Why the First 90 Days Matter So Much10:00 The Fractional CMO Roadmap
Transcribe →