Fractional Futures

• Scaling Customer Acquisition and Retention

  Send us a textFractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.In this episodeIn this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical aspects of customer acquisition and retention. They explore the importance of crafting a compelling value proposition, optimizing customer acquisition channels, and enhancing retention strategies to drive long-term profitability. Rob shares insights on the role of CFOs in shaping marketing strategies and the significance of partnerships and brand advocacy in achieving business growth. The conversation emphasizes the need for businesses to invest in marketing and understand customer lifetime value to reduce churn and foster sustainable growth.Special GuestRob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.Key TakeawaysCrafting a compelling value proposition is essential for customer acquisition and retention.Traction is the ultimate proof of product market fit and should be measured through metrics like customer acquisition rates.Investing 10% of revenue in marketing is crucial for sustainable growth.Strategic partnerships can significantly reduce customer acquisition costs and enhance brand visibility.High retention rates are critical for long-term profitability and indicate strong product market fit.Understanding client profitability is essential for making informed pricing decisions.Customer feedback is vital for reducing churn and improving retention strategies.Marketing leaders must collaborate with CFOs to align strategies for customer retention.Brand advocacy can drive significant growth and enhance customer trust.Businesses should regularly gather customer feedback to address pain points and improve service offerings.Sound Bites"Brand advocacy can drive significant growth.""Retention is key to long-term profitability.""Marketing leaders must collaborate with CFOs."Contact VCMO Connect with the host on LinkedIn Tweet us at @VCMO_UK Email us at [email protected] Visit our website vcmo.uk Phone us +44 (0) 331 630 9395 Thanks for listening & keep podcasting!Fractional Marketing Leadership | Marketing Transformed.

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  35:58
• Building a Marketing Strategy Aligned with Business Goals

  Send us a textFractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.In this episodeIn this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the vital role of fractional CMOs in aligning marketing strategies with business growth objectives. They explore the importance of communication between CFOs and CMOs, the necessity of integrating marketing into strategic planning, and the potential of AI and research in enhancing marketing insights. The conversation emphasizes the need for credibility, relationship-building, and understanding internal clients' needs to drive effective marketing strategies.Special GuestRob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.Key TakeawaysFractional CMOs can significantly impact SMEs and portfolio companies.Alignment between marketing and business growth is crucial for success.CFOs often act as conduits between marketing and other departments.CMOs must build credibility within the organization and the market.Networking and community engagement are essential for CMOs.Research and insights should be owned by the marketing lead.Generative AI can enhance marketing strategies and insights.CMOs should be involved in the strategic planning process.Understanding internal clients' pain points is vital for marketers.Building strong relationships can lead to greater marketing influence.Sound Bites"CFOs and CMOs need to speak the same language.""CMOs must own market research insights.""Generative AI can be a marketer's best friend."Contact VCMO Connect with the host on LinkedIn Tweet us at @VCMO_UK Email us at [email protected] Visit our website vcmo.uk Phone us +44 (0) 331 630 9395 Thanks for listening & keep podcasting!Fractional Marketing Leadership | Marketing Transformed.

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  26:22
• Diagnosing the Marketing Health of a Portfolio Company

  Send us a textFractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.In this episode                                                              In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of fractional CMOs in helping portfolio companies scale and maximize enterprise value. They delve into the often-overlooked area of marketing due diligence during acquisitions, emphasizing the need for investors to assess marketing capabilities thoroughly. The conversation highlights the importance of key metrics in evaluating marketing success and the necessity for CMOs to communicate effectively with CFOs. They also explore the significance of building strong relationships between marketing and finance leaders to navigate budget requests and identify potential red flags in marketing strategies.Special GuestRob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.Key TakeawaysInvestors often overlook marketing capabilities during due diligence.Marketing due diligence should be a key part of acquisition processes.The future potential of a business is more important than past performance.Storytelling by founders can influence investor decisions.CMOs need to align their metrics with revenue generation.Building relationships with CFOs is crucial for CMOs.Credibility with the board can facilitate budget approvals.Understanding market trends is essential for identifying opportunities.Too many metrics can dilute focus; keep it simple.CFOs act as chief risk officers in assessing investment opportunities.Sound Bites "It's all about the future.""Too much is just too much.""Credibility goes a long way."Contact VCMO Connect with the host on LinkedIn Tweet us at @VCMO_UK Email us at [email protected] Visit our website vcmo.uk Phone us +44 (0) 331 630 9395 Thanks for listening & keep podcasting!Fractional Marketing Leadership | Marketing Transformed.

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  29:46
• Why Marketing Expertise is Crucial for Portfolio Companies

  Send us a textFractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.In this episodeIn this episode, Paul Mills and Rob Nicholls discuss the role of fractional CMOs in helping SMEs and portfolio companies scale and maximize enterprise value. They explore the evolving landscape of marketing, the challenges faced by marketing professionals, and the importance of strategic marketing in driving growth. The conversation highlights the gaps in marketing expertise within portfolio companies and the value of fractional leadership models in addressing these challenges. They also compare the adoption of fractional models in the US and UK, emphasizing the benefits of this approach for businesses.Special GuestRob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.Key TakeawaysFractional CMOs can significantly impact SMEs and portfolio companies.Marketing has lost its influence in the C-suite over the years.There is a pressing need for better marketing education and standards.Strategic marketing is crucial for long-term business success.Many companies view marketing as a cost rather than an investment.The fractional leadership model offers flexibility and expertise.Gaps in marketing expertise can hinder growth in portfolio companies.Pricing is a critical aspect of marketing strategy.The US market is more advanced in adopting fractional leadership.Building relationships is key in both business and marketing. Sound Bites"Marketing has withdrawn from the C-suite.""The most important P to my mind is pricing.""Investors often scrutinize marketing as a cost center."Contact VCMO Connect with the host on LinkedIn Tweet us at @VCMO_UK Email us at [email protected] Visit our website vcmo.uk Phone us +44 (0) 331 630 9395 Thanks for listening & keep podcasting!Fractional Marketing Leadership | Marketing Transformed.

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  25:17
• A Global Perspective from Northern Ireland

  Send us a textFractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.In this episodeIn this episode of Fractional Futures, Paul Mills speaks with Lydia McClelland, a fractional CMO from Northern Ireland. They discuss the fractional leadership model, its benefits, and how it is being embraced in various sectors. Lydia shares her journey from in-house marketing to fractional work, the importance of networking, and the challenges of managing multiple clients. The conversation also touches on the SOSTAC marketing framework, time management strategies, and the future of fractional leadership in the business landscape.Special Guest & LinksLydia McClelland, Founder LMC AssociatesWorld Host TrainingSOSTAC® Key TakeawaysSOSTAC provides a structured approach to marketing planning.The fractional model allows marketers to work with multiple clients.Transitioning to fractional work can be straightforward with the right mindset.Fractional leaders can deliver value quickly and efficiently.Networking is crucial for finding opportunities in fractional roles.Time management is essential for success in a fractional capacity.Understanding client needs and scoping projects effectively is key.Trust is a significant factor in establishing fractional relationships.The fractional model can help businesses reduce overhead costs.Customer service training is vital for enhancing business performance.Sound Bites"I love the variety of the work.""You can add value in a short space of time.""The skills of a marketer are transferable."Contact VCMO Connect with the host on LinkedIn Tweet us at @VCMO_UK Email us at [email protected] Visit our website vcmo.uk Phone us +44 (0) 331 630 9395 Thanks for listening & keep podcasting!Fractional Marketing Leadership | Marketing Transformed.

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  25:51

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