“What exactly is a Fractional CMO?”

A Fractional CMO (Chief Marketing Officer) is a part-time executive who leads your marketing team and is responsible for all of your marketing outcomes. I only work with 2-3 clients at a time and spend a “fraction” of my weekly hours dedicated to the growth of each one.

“What type of clients do you work with?”

• Established brands and businesses looking to increase their growth (typically in the $5-10M+ annual revenue range, but I do have a-la-carte offerings for smaller businesses as well).

• Consumer-packaged goods brands (food and beverage, skincare, beauty, gifts)

• Retail brands or wholesale accounts who are working to grow their e-commerce sales

• B2C service-based businesses who are looking to increase their impact in the environmental or social justice space 

• Many of the clients that I’ve worked with have invested in an environmentally-conscious certification including B Corp Certification, 1% for the Planet, Change Climate Project, etc.

“What problems can you help with?”

• Creating and building a marketing strategy that continues to deliver results and empowers everyone on the team

• Building a supportive and results-driven marketing team / department

• Finding new and different ways of achieving predictable growth through marketing, sales and product innovation

“How should I refer people to you?”

The best way to refer someone to me is to introduce the two of us over email or ask them to fill out my contact form. Please encourage them to put down your name as the person who referred them.

Right below, I’ve included an email you can copy, paste and send to anyone you’d like to refer. The email introduces us, explains what we can help with, and outlines our service offerings. (Feel free to make any changes you’d like before you send it.)

“Do you have an introductory email script that I can use?”

I sure do! Feel free to copy and paste the script below, adjust as needed, and send the email off to someone that you’ve identified (preferably CCing me, so I know that you’ve referred them to me and to set me up to reply to them).

Hi _____, 

I’d like to introduce you to Michelle Mayther, a Fractional Chief Marketing Officer that specializes in helping B2C brands and businesses increase their impact and profit through their marketing strategy. She has worked with brands including Made In Washington and Experience Momentum and I think she’d be a great fit for your business.

I’m familiar with Michelle’s work and highly recommend connecting with her. I’ve copied Michelle on this email and she’ll be replying in a day or two to learn more and set up an initial call with you.

I look forward to hearing how the conversation goes,

Your Name Here

“Do you offer any referral compensation?”

Absolutely – I am an avid supporter in giving back to those who introduce me to aligned and ideal clients. I offer a referral bonus of 10% of the value of the service booked or for retainer clients, 10% of the first month’s retainer. The referral compensation will be paid out within 30 days of when the payment (or first payment of the retainer) is received. 

“Who should I refer to you?”

An exercise that I do when I’m thinking of who I can refer to someone in my network is this:

• I block out 15-20 minutes on my calendar

• I write down the type of client that they work best with (In my case, that’s B2C impact-focused brands who in need of marketing strategy and leadership)

• Then, I go through my contact list in my email and scroll through my network on LinkedIn. When I find anyone that I think might be a good person to connect them with, I write down their name.

• In 20 minutes, I usually have 5, 10, 20, or even more names written down to refer to a friend or colleague.

If you have the time, I recommend that you do this same process. Block out some time on your calendar and, for each person on your list, feel free to send them the referral introduction email included above.

P.S - Send me a quick note that you’ve done this and I will return the favor and do the same for you!