CMO School

Jessica Shirra | Fractional CMO
  • 5.0 (5)
  • 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. 2d ago

    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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. Aug 11

    Miranda Doubled Her Income Working Less as a Fractional CMO

    What if you could leave your full-time job, work fewer hours, and nearly double your income - all while doing work you actually love? In this episode, I’m joined by Fractional CMO School alum Miranda Holland to talk about how she went from working 40+ hours a week, to doubling her income, working just 30 hours a week as a Fractional CMO. Before Fractional CMO School, Miranda found herself reacting to whatever marketing requests her clients had, instead of steering the process and strategy. Fractional CMO School gave her the framework she needed to step into leadership and create the spacious business she’d always wanted. In this episode we cover: The frameworks that helped her package, position, and price her expertiseWhat gave her the confidence to leave her full-time job and go all-in on her businessHow she realized she was undercharging – and how her perspective on pricing changedThe mindset and imposter syndrome work that came with becoming an entrepreneur and CMOWhat her business and life look like now that she has more control over her time, income, and capacity If you’re curious about Fractional CMO School, and want to hear all about Miranda’s transformation from employee to Fractional CMO, 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 Meet Miranda: From Corporate Marketer to Fractional CMO 02:30 Taking the Leap & Leaving Her Full-Time Job 04:05 The Framework That Gave Her Confidence 06:08 From Order Taker to Marketing Leader 08:06 Building a Fractional CMO Offer 09:41 The Results: Double the Income, Fewer Hours 12:45 The Mindset Shift Behind Her Success 15:38 Overcoming “Am I Qualified?” Imposter Syndrome 17:02 Packaging & Pricing Your Expertise 19:13 Why a Fractional CMO Can Be an Early Strategic Hire 21:21 Stop Selling Tactics - Start Looking at the Big Picture 22:34 Miranda’s Advice for Aspiring Fractional CMOs 23:11 Why Fractional CMO School Was Worth It

  8. Aug 7

    She Left Her "Dream Job" to Bet on Herself - And 6x'd Her Income

    I think a lot of us have been there, - sitting in a job that looks amazing from the outside, the kind where people go "wow, you work THERE?" - and slowly realizing it's just not filling your cup anymore. That's exactly where my guest this week was. Sydney Hagel left a big-name corporate job to start The Cozy Agency, and just over a year in she's on track to 6x her income. But the part I loved most about our conversation is how real she gets about that first year - the mistakes, the imposter syndrome, and what it really took to get to where she is now. In this episode of the CMO School podcast, we get into: How Sydney Hagel knew it was time to leave corporate - and what made her quit with no planWhat her first year in business looked like (including the money mistakes she made)How she lands high-ticket clients (it’s SO much simpler than you might think)The one thing she cared about more than profit in year one - and why it ended up building her whole client rosterHow she went from "I'll never make good money again" to 6x-ing her income in a single year If you're waiting to feel ready before you go after the big thing - the new niche, the bigger client, the leap out of your 9 to 5 - this is a conversation I want you to hear. Because you don't have to have it all figured out. You just have to be willing to bet on yourself before it feels safe. Learn more about Sydney: Instagram LinkedIn GetCozy Learn more about Callan Faulkner, AI expert 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 Meet Sydney Kaye & What We're Covering 01:50 From Corporate Marketing to Entrepreneurship 05:10 Why We Both Left Corporate 08:15 Knowing It Was Time to Quit 11:50 The Fear (and Freedom) of Starting Your Own Business 15:00 Landing the First High-Ticket Client 18:25 Imposter Syndrome Never Really Goes Away 21:00 How High-Ticket Clients Lead to More High-Ticket Clients 25:25 Why You Can't Skip the Building Phase 27:00 The Mindset That Keeps You Going 29:10 Your "Why" Matters More Than Money 30:50 Where to Connect with Sydney

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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
    66
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Jessica Shirra | Fractional CMO
  • Show Website
    CMO School

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