A few weeks ago, I invited Mindshare member and long-time marketing consultant, Mark Evans, to talk shop with me about the business of marketing consulting and fractional CMO work.

This was a really fun episode. We went deep into the nerdy nuances of fractional/interim CMO and advisory work.

Some topics we explored include:

Mark’s transition from reporter to marketing consultant
How he uses his training as a reporter to do positioning and messaging work
The challenges and frustrations of fractional CMO work
Why a strategic advisory work is his preferred way to engage with clients
His thoughts on coaching, mentoring, and training in-house marketers
The value proposition of interim CMO vs. fractional CMO
Pricing and value calculations for advisors vs. fCMOs
Refund policies and minimum commitment periods
Setting expectations and getting clear on goals before starting engagements
How and when to turn down clients who aren’t a fit
The importance of continually marketing yourself
Using video, podcasts, and showing up in person to build trust

Books mentioned:

The Inside Advantage by Robert Bloom and Dave Conti
Don’t Make Me Think by Steve Krug
Rocket Surgery Made Easy by Steve Krug

Connect with Mark:

Marketing Spark (consulting website)
Twitter

Morning Joe 6/3/25