Fractional CMO
Your marketing needs a decision-maker.
Not another vendor.
You don't need a full-time marketing director. You need someone who shows up, owns the strategy, and stops the guessing. That's what a fractional CMO is — and it's a fraction of the cost.
The real problem
You're doing the marketing and running the business.
Most small business owners don't have a marketing problem. They have a time and judgment problem. The marketing tasks pile up — website updates, email campaigns, social posts, ad spend, vendor management — and nobody owns any of it. Things happen when you have a free hour, which means they barely happen at all.
A full-time marketing director would fix this. But a great one costs $120,000–$180,000 a year, plus benefits, plus management overhead. That's not a realistic option when you're running a $1M or $2M business.
A fractional CMO fills that seat without filling that salary line. You get strategic oversight, consistent execution, and someone who owns the marketing function — for a monthly retainer that makes sense at your stage.
What's included
What a fractional CMO actually does
Message and positioning
Most businesses grow when they get clear on who they're for and what they're saying. That's where I start — and it's the Plainspoken Blueprint applied at the company level.
Website and content strategy
Your site is your most controllable marketing asset. I make sure it's saying the right thing to the right people, and that every piece of content supports the strategy.
Vendor and agency management
You have a web designer, maybe an SEO firm, maybe a social media person. I brief them, review their work, and hold them to results — so you don't have to become a marketing expert to manage marketing vendors.
Offer and pricing clarity
What you charge and how you frame what you offer changes who buys and how fast. I've helped business owners restructure offers that were underselling what they actually deliver.
Lead generation and follow-up systems
Ads, email, SEO, referral systems — whatever channels make sense for your business. I don't prescribe a channel before understanding the business. But I know how to build systems that generate leads without constant hand-holding.
Reporting and decision-making
Monthly reports that tell you what's working and what isn't — without vanity metrics. You make better decisions when you know what the numbers actually mean.
Why Matt
Strategy and execution in one person.
Most marketing strategists can't build. Most builders don't think strategically. Matt does both — which means the strategy he sets is the one he can actually execute, and the execution he builds is grounded in real positioning work.
- Built and launched the Plainspoken Blueprint — a messaging framework used by service businesses across Alabama and beyond
- Designed and deployed websites for dozens of small businesses using the StoryBrand messaging framework
- Built the headleyweb.com audit tool — automated messaging and SEO analysis used by hundreds of small business owners
- Developed city-level SEO strategies that ranked local service businesses on page one for competitive local searches
- Combines technical execution (web, SEO, analytics) with strategic positioning work — rare in one person
How it works
Three steps. No long ramp-up.
Intro call
Free 20-minute conversation. We talk through where you are, what's not working, and whether this is the right fit. If it's not, I'll tell you.
Messaging and positioning audit
Month one starts with a full audit of your current messaging, website, offers, and marketing. You get a clear picture of what's working, what isn't, and what to prioritize.
Monthly strategy and execution
We build a 90-day plan together and execute on it monthly. You get a standing call, a report, and an owner for the marketing function — without the overhead.
Investment
Retainers start at $1,500/month.
3-month minimum. 10–15 hours per month. The right scope depends on your business — book a call and we'll figure out the right fit before any commitment.
Book a free intro callNo pitch, no deck. Just a conversation about your marketing and whether this makes sense.
Common questions
Before you book
What does a fractional CMO actually do?
A fractional CMO is your marketing director — part-time, without the full-time salary. I show up on a retainer basis, own the marketing strategy, make the calls that keep getting punted, and hold vendors and contractors accountable. You get experienced judgment without hiring a $150,000/year executive.
How is this different from hiring a marketing agency?
An agency executes on what you tell them. A fractional CMO decides what to tell them. I own the strategy, brief the vendors, review the output, and measure what's working. You don't have to manage the marketing — I do.
Who is this for?
Small businesses with $500K–$5M in revenue that are growing but don't have a marketing director. You have a team — you're just missing someone to own the marketing function. That's the gap I fill.
What does the engagement look like?
Monthly retainer, 3-month minimum. Typically 10–15 hours per month. Starts with a messaging and positioning audit, then we build out a 90-day plan together. You always know what's being worked on and why.
What do you charge?
Retainers start at $1,500/month. The right fit matters more than the price — book a call and we'll figure out if it makes sense.
Do you work remotely?
Yes. Most of my work is remote. If you're in Northeast Alabama, in-person meetings are available. Wherever you are, the strategy work translates.
Ready to stop running marketing by committee?
Book a free 20-minute call. No agenda other than figuring out if this is the right fit.
Book the call →