The Golden Ratio - Casey Stanton - Fractional CMO Show

The Golden Ratio is the idea that referrals are coming in more frequently than customers churn.

You can not build your Fractional CMO practice solely on referrals. If you try to rely entirely on referrals, you’re never in control of your pipeline and without a full pipeline, you won’t be able to predict your income for months at a time.

Referrals come from word of mouth through people who trust you. When you talk to a prospect who has been referred to you, they are likely prequalified and more likely to say yes to you based on some degree of trust built on who referred them.

It’s relatively easy to get to the Golden Ratio as a Fractional CMO. If you are serving 3-6 clients for 3-24 months you only really need to get 1 referral per quarter to maintain your pipeline.

The Golden Ratio - Casey Stanton - Fractional CMO Show - Episode #013