CMO School

Jessica Shirra | Fractional CMO
  • 5.0 (10)
  • Marketing
  • Updated Weekly

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.

  1. 4d ago

    How to Become More Valuable as a Marketer in the Age of AI

    AI is getting better at doing the work marketers have been paid to do for years. And whether you’re a Fractional CMO, a strategist, a consultant, or working on a marketing team, I think there’s a question worth asking now: What is going to make you MORE valuable as AI gets better? Because I don’t think the marketers who thrive over the next five or ten years will necessarily be the ones who can produce the most, work the fastest, or even use the most AI tools. There’s a much bigger shift happening in what great marketing is worth, and where companies are going to need humans most. In this episode, I’m sharing: The shift I think is going to have one of the biggest impacts on marketing careers over the next few yearsWhy some incredibly talented marketers may still find their value getting squeezedWhere I believe the biggest opportunity is for marketers who want to become more valuable, not lessWhat I would be paying very close attention to if I were building my marketing career todayOne question you can use to look at your own work and see whether you’re moving in the right direction I don’t know exactly what AI will be capable of five years from now. None of us do. But I do think we can already see where things are heading. And if you work in marketing, I think understanding this shift now could completely change what you choose to get really, really good at next. 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 Will AI Make Your Marketing Skills Less Valuable? 00:40 The Marketing Work AI Is Making Less Valuable 02:30 Why Execution Alone Is No Longer Enough 04:05 Where the Real Value in Marketing Is Moving 05:30 The 3 Skills That Make Marketers More Valuable 05:55 #1: Know What Marketing Is Actually Worth Doing 07:20 #2: Develop Better Taste & Strategic Judgment 09:35 #3: Make Confident Marketing Decisions 11:50 How to Make Your Marketing Expertise More Valuable 12:50 Stop Selling Deliverables & Start Showing Your Strategy 14:20 Show Clients the Thinking Behind Your Work 15:35 The “So What?” That Makes Your Reporting Valuable 16:40 Stop Being an Order Taker & Start Leading 17:50 Use Your Expertise to Improve AI-Generated Work 18:55 The Career Exercise Every Marketer Should Do 20:15 Find the Work That Energizes You 21:15 Should You Move Into Marketing Leadership? 22:10 How to Stay Valuable If You Love Execution 22:55 The Opportunity AI Creates for Marketers 23:25 Build Your Strategic Marketing Skills With Fractional CMO School

  2. Oct 6

    How to Find Fractional CMO Clients in 2026 - 12 Proven Ways

    There are WAY more ways to find Fractional CMO clients than you probably realize. I've personally used 12 different strategies to find clients over the years, which is exactly why I don't believe there is one "right" way to build your pipeline. And in this episode, I'm breaking all 12 of them down. I'm sharing: How I think about finding clients before I ever start looking for themThe two client acquisition strategies I personally wouldn't prioritize, and where I'd put that energy instead12 different ways I've actually found Fractional CMO clients throughout my careerA 13th, AI-focused bonus strategy I'm experimenting with right nowThe exact steps I'd take to turn all of these options into an actionable client acquisition plan The best part is that you don't need a massive audience, a complicated funnel, or one perfect lead generation strategy to build a strong pipeline. You need to know where the opportunities are, choose where you're going to focus, and consistently put yourself in the right places. By the end of this episode, you'll have plenty of ways to do exactly that, plus a clear plan for what to do next. FREE cold outreach email templates: Fractional CMO Sales Email Templates — The CMO Office 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 12 Ways to Find Fractional CMO Clients in 2026 01:05 Don’t Lower Your Standards Just Because You Need Clients 02:15 2 Client-Getting Strategies I Would Skip 02:25 Why I Wouldn’t Start With Paid Ads 03:15 Why Cold DMs Don’t Work for High-Ticket Services 04:05 #1: Cold Outreach to Dream Clients 06:15 How to Make Cold Outreach Actually Work 07:45 #2: Optimize Your LinkedIn Profile 09:20 #3: Post Strategic Content on LinkedIn 11:15 #4: Tap Into Your Existing Network 13:10 #5: Build Relationships With Other Fractional CMOs 14:30 #6: Connect With Advisors Around Your Ideal Client 16:05 #7: Build Referral Partnerships With Agencies 18:35 #8: Get in Front of Communities Your Clients Already Trust 20:30 #9: Be a Guest on the Right Podcasts 22:10 #10: Connect With Recruiters & Fractional Staffing Firms 23:50 #11: Use Job Sites & Fractional Marketplaces 25:25 Don’t Disqualify Yourself Before You Apply 26:15 #12: Use Upwork Strategically 27:25 BONUS: Get Found Through AI Search 28:35 Your 3-Step Plan to Start Getting Clients 28:50 Step 1: Pick Your 3 Best Lead Generation Tactics 29:20 Step 2: Set Measurable Weekly Goals 29:50 Step 3: Give Your Strategy Enough Time to Work 30:25 Stop Researching & Start Taking Action

  3. Sep 29

    How Many Hours Should a Fractional CMO Work Per Client?

    One of the biggest unlocks in my Fractional CMO business was realizing I could make more money by selling LESS of my time. Because if every new client requires another 10, 15, or 20 hours of your week, there's eventually a ceiling on how much you can earn. And if getting faster and better at your job means you simply have to take on more work to make more money... something about that model is broken. So in this episode, I'm getting really transparent about what the math actually looks like inside my Fractional CMO business. I'm sharing: Why I stopped thinking about Fractional CMO work in terms of billable hoursThe three problems I see with hourly pricing as you move into a leadership roleHow I structure and scope my packages insteadHow many hours I actually spend on different types of clientsThe effective hourly rate I aim for behind the scenesHow to know if you're spending way too much time on your own clients The goal isn't to squeeze more clients into an already packed calendar. It's to get really good at understanding the value of your time, protecting your scope, and building offers where the numbers actually work. Because the better you get at this work, the more valuable your time should become. And your business model should allow you to benefit from that. 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 How Many Hours Should a Fractional CMO Work Per Client? 01:05 Why I Don’t Charge Hourly 01:25 Reason #1: Hourly Pricing Rewards Inefficiency 02:30 Reason #2: Your Value Isn’t Your Time 03:45 Reason #3: Stop Trying to “Fill” Your Hours 05:00 How I Scope My Fractional CMO Packages Instead 06:25 My Target $300–$500 Effective Hourly Rate 07:05 How Many Hours I Actually Work Per Client 08:15 Advisory vs. Full Fractional CMO Hours 09:15 How to Know If You’re Working Too Much 09:45 #1: Look at Your Scope 10:25 #2: Look at Your Time 10:55 #3: Calculate Your Effective Hourly Rate 11:45 Make Your Hours Work for Your Business Model 12:25 Build a Business That Doesn’t Run You Into the Ground

  4. Sep 22

    When Things Feel Hard: 5 Strategies to Help You Get Out of a Rut

    You know those seasons where business (or life) just feels harder than it should? A few things haven't gone your way. You've lost some momentum. You're questioning decisions you normally feel confident about. And somehow, without really noticing when it happened, you just don't feel quite like yourself. I've been through enough of these seasons to know that there are a handful of patterns I fall into every single time. They seem small in the moment, but together they can keep me stuck in a rut for way longer than I need to be. In this episode, I'm sharing: The five patterns I watch for when business (or life) starts to feel hardThe subtle ways we can accidentally make a difficult season feel even heavierWhat I do differently now when I notice myself slipping into one of these patternsHow I start finding my way back to feeling clear, grounded, and like myself againThe questions I ask myself before making big decisions from a difficult headspace If you're in a season where you're overthinking everything, questioning what's next, or simply feeling a little off, this episode is for you. You might not be able to change everything that's happening around you right now. But there are things you can change about how you move through it, and sometimes that makes a much bigger difference than you'd expect. 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 to Do When Everything Feels Hard 01:30 The Habits That Make Hard Seasons Even Harder 02:25 #1: Take Care of Your Body First 04:15 Start Small When Your Routine Falls Apart 06:00 #2: Stop Isolating Yourself 08:20 #3: Make Space to Actually Feel What You’re Feeling 10:35 Why Your Problems Feel Smaller When You Regulate Yourself 11:10 #4: Get Outside of Your Own Head 13:10 Helping Someone Else Can Shift Your Perspective 13:55 #5: Stop Believing Every Thought You Have 15:35 Separate the Facts From the Story You’re Telling Yourself 16:50 Borrow Confidence From Your Past Self 17:45 Don’t Make Big Decisions From a Bad Headspace 18:35 Get Back to Yourself Before You Fix the Problem

  5. Sep 15

    How to Think Like a CMO: 6 Laws for Better Marketing Strategy

    Anyone can put together a deck full of marketing recommendations. Building a strategy that actually feels like it came from a really good CMO requires a completely different level of thinking. Over the years, I've realized there are a handful of principles I come back to every single time I'm building strategy for a client. They've changed the way I make recommendations, how I work with founders, and honestly, how confident I feel making the calls I'm being paid to make. This week's episode is actually pulled from a training I taught inside Fractional CMO School, and I'm walking you through what I call the Six Laws of CMO-Level Strategy. In this episode, we're covering: The six laws I use when building high-level marketing strategy for clientsHow to start thinking like the person leading marketing instead of simply doing the marketingThe common mistakes that can make an otherwise solid strategy feel more junior or execution-focusedHow to develop stronger strategic judgment when there isn't one obvious "right" answerHow to make recommendations you can actually stand behind and communicate confidently to your clients The more you develop this way of thinking, the easier it becomes to walk into a business, see what's actually going on, know where to focus, and make the calls your clients are looking to you to make. And that's such a huge part of stepping into the CMO role with confidence. You trust your thinking more, your clients trust your recommendations more, and you start showing up as the person who can actually lead the marketing. 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 6 Laws of a CMO-Level Marketing Strategy 01:14 How to Think Like a Marketing Leader 01:55 Law #1: Think Like an Owner, Marketer Second 05:25 Law #2: Your Client Is an Unreliable Narrator 08:10 Law #3: Trust Your Strategic Instincts 10:40 Law #4: Be a Leader, Not an Order Taker 14:40 The Client Mistake That Taught Me to Speak Up 16:35 Law #5: Right-Size Your Strategy to Their Resources 18:50 Law #6: Know When to Zoom In & Zoom Out 20:20 Stop Overcomplicating Your Marketing Strategy

  6. Sep 1

    Sometimes I Feel Like I'm Bad at Marketing (And I Know It's Not Just Me)

    Ever found yourself questioning whether you're actually good at marketing? Maybe you had a client launch go poorly, or they were unhappy with their marketing results. Either way…cue existential crisis. It doesn't matter how much experience you have – most marketers go through periods where they lose confidence in themselves. It's easy to assume the problem is you, when it’s usually just a mismatch in expectations. The more I've spoken to marketers over the years, the more I've realised this isn't just my experience. So many of us carry this around, but very few of us actually talk about it. In this week's episode, I'm unpacking: Why self-doubt is SO normal, even if you're experiencedThe three growth phases every business experiences AND what happens in marketing at each phaseThe framework I use to regain my confidence when I'm starting to feel imposter syndrome creep in If you've ever found yourself lying awake wondering whether you've still "got it," or questioning everything after a few disappointing weeks, I really hope this episode reminds you that you're probably doing better than you think. 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 Do You Ever Feel Like You're Bad at Marketing? 01:20 Why Even Experienced Marketers Lose Confidence 03:00 The Real Problem Isn't Your Marketing 04:20 Phase 1: Build 06:45 Phase 2: Stabilize 09:20 Phase 3: Grow 11:10 Why Most Businesses Stay Stuck 12:20 Ask This Before You Change Your Strategy 13:20 Stop Measuring Success Against the Wrong Phase 14:00 You're Probably Doing Better Than You Think

  7. Aug 25

    3 Ways to Grow Your Marketing Business Without Working More Hours

    If you've built a successful marketing business, you've probably realised that making more money often means taking on more clients, more projects or working more hours. And at some point, you stop wanting that. The problem is, most marketers only see one obvious next step: build an agency. But that's not the right path for everyone. In this episode, I'm talking about the three different directions experienced marketers can take when they want to keep growing—and why I think the better question isn't, "How do I grow my business?" It's, "What kind of business do I actually want to build?" Because the business you build next should fit the life you want, not just your revenue goals. 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/ FRACTIONAL CMO START UP GUIDE: https://www.thecmooffice.com/fcmo-guide BOOK A CALL → https://calendly.com/the-cmo-office/fcmos-clarity-call TIMESTAMPS: 00:00 How to Grow Without Working More 01:10 The Question That Changes Everything 02:35 Option 1: Become the Premium Solo Expert 04:50 Why I Didn't Choose the Solopreneur Path 06:10 Option 2: Build an Agency 08:00 Why an Agency Wasn't Right for Me 09:00 Option 3: Become a Fractional CMO 11:20 Why I Chose the Fractional CMO Model 13:00 Which Business Model Fits Your Life? 14:10 Build a Business You Don't Want to Escape

  8. Aug 18

    Thinking About Becoming a Fractional CMO? 5 Fears About the Role (That Aren't Actually True)

    Thinking about becoming a Fractional CMO but worried you'll be on Slack all day, stuck in back-to-back meetings, and responsible for absolutely everything? I hear these concerns from marketers all the time. And honestly? Almost every one of them comes from a misunderstanding of what the Fractional CMO role actually is. In this week’s episode, I'm breaking down: The 5 biggest myths that stop great marketers from stepping into the Fractional CMO roleWhy so many Fractional CMOs end up creating a business that burns them outThe difference between being a strategic leader and becoming another member of the marketing teamWhat the role should actually look like inside a client's businessAnd how to build a Fractional CMO business that's sustainable, profitable, and gives you the freedom you were looking for in the first place If you've ever thought, "I'd love to become a Fractional CMO... but I don't want to be responsible for everything," 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 The 5 Biggest Myths About Becoming a Fractional CMO 01:05 Myth #1: You'll Spend All Day in Slack 03:10 Myth #2: You're Responsible for Everything 05:45 Why CMOs Lead Instead of Execute 06:45 Myth #3: Every Client Emergency Is Your Emergency 09:00 Myth #4: You'll Spend All Day in Meetings 11:30 Set Boundaries Before Clients Set Them for You 12:30 Myth #5: Clients Expect You to Do Everything 14:15 Teach Clients How to Work With You 15:35 Build a Fractional CMO Business That Gives You Freedom

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5
out of 5
10 Ratings

About

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.

Information

  • Creator
    Jessica Shirra | Fractional CMO
  • Years Active
    2025 - 2026
  • Episodes
    68
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Jessica Shirra | Fractional CMO
  • Show Website
    CMO School

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