CMO School

I think a lot of us have been there, - sitting in a job that looks amazing from the outside, the kind where people go "wow, you work THERE?" - and slowly realizing it's just not filling your cup anymore. That's exactly where my guest this week was. Sydney Hagel left a big-name corporate job to start The Cozy Agency, and just over a year in she's on track to 6x her income. But the part I loved most about our conversation is how real she gets about that first year - the mistakes, the imposter syndrome, and what it really took to get to where she is now. In this episode of the CMO School podcast, we get into: How Sydney Hagel knew it was time to leave corporate - and what made her quit with no plan What her first year in business looked like (including the money mistakes she made) How she lands high-ticket clients (it’s SO much simpler than you might think) The one thing she cared about more than profit in year one - and why it ended up building her whole client roster How she went from "I'll never make good money again" to 6x-ing her income in a single year If you're waiting to feel ready before you go after the big thing - the new niche, the bigger client, the leap out of your 9 to 5 - this is a conversation I want you to hear. Because you don't have to have it all figured out. You just have to be willing to bet on yourself before it feels safe. Learn more about Sydney: Instagram LinkedIn GetCozy Learn more about Callan Faulkner, AI expert Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Meet Sydney Kaye & What We're Covering 01:50 From Corporate Marketing to Entrepreneurship 05:10 Why We Both Left Corporate 08:15 Knowing It Was Time to Quit 11:50 The Fear (and Freedom) of Starting Your Own Business 15:00 Landing the First High-Ticket Client 18:25 Imposter Syndrome Never Really Goes Away 21:00 How High-Ticket Clients Lead to More High-Ticket Clients 25:25 Why You Can't Skip the Building Phase 27:00 The Mindset That Keeps You Going 29:10 Your "Why" Matters More Than Money 30:50 Where to Connect with Sydney

I've watched smart, capable marketers and Fractional CMOs burn out, lose money, and start to wonder if the whole Fractional path was a mistake — all because they said yes to the wrong client. And I've done it myself, more times than I'd like to admit. Because the thing is, you cannot out-strategize a bad-fit client. It doesn't matter how good your boundaries, your packages, or your process are — if the person on the other side of the contract is the problem, you can't fix it. In this episode, I break down: The 6 red flags I screen for before I'll work with ANY client (steal my checklist!) How to spot a bad-fit client on the discovery call — before you're locked into a contract with them The questions I ask that get my leads to reveal who they REALLY are (so I don’t have to find out the hard way) Why a bad-fit client can make you question whether you're even cut out for this role (spoiler: it's not you) How saying no to the wrong clients is what lets you get real results for the right ones The clients you turn down matter just as much as the ones you take on. Once you can see the red flags coming, your work gets way easier — and a lot more fun. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 The Wrong Client Will Cost You More 00:45 Why You Can't Out-Strategize a Bad Client 01:30 Red Flag #1: They Blame Every Marketer 02:45 Red Flag #2: No Team to Execute 03:45 Red Flag #3: Shiny Object Syndrome 04:45 Red Flag #4: You're Expected to Save the Business 06:00 Red Flags #5 & #6: Unrealistic Expectations 07:45 How to Protect Your Time and Energy 08:45 Choose Clients Who Set You Up to Win

"Will the Fractional model actually work in MY niche?" — I get this question all the time. And it's the one that keeps people stuck: not starting, saying no to clients who'd be a great fit, or waiting to feel ready before they let themselves go for it. But here's what I want you to hear — the niche is NOT what makes the Fractional model work. What you're selling has nothing to do with the industry. It's YOU. It's your leadership. And that is valuable (and transferable) to any niche. In this episode, I’m breaking down: The 4 things that ACTUALLY tell you if a business is a fit for the Fractional model — and not one of them is the niche (steal the checklist!) The real reason marketers get stuck on the niche question and what you're REALLY saying when you ask "will this work in my niche?" What actually makes you feel ready for this role How I landed one of the biggest names in the online space as my very FIRST client in a niche I'd never worked in By the end of this episode, the niche question won't feel so important, because you'll know exactly what to look for instead. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Will the Fractional Model Work in Your Niche? 00:45 The Question You Should Be Asking Instead 01:30 The 4 Signs a Business Is Ready 02:30 Why Revenue and Budget Matter 03:45 Leadership Matters More Than Industry 05:00 Why Marketers Get Stuck on Niches 06:15 Your Skills Transfer Further Than You Think 07:00 Stop Waiting for the Perfect Niche

Contracts are probably one of the least exciting things we could possibly talk about, BUT I get so many questions from marketers making the leap into Fractional CMO work and feeling completely overwhelmed by the contract side of things. OR not thinking about it at all… until something happens and they've got serious regrets. If your immediate thought is "cool cool cool, can I just copy yours?" 😂 — you absolutely can. I share exactly where you can grab all of my behind-the-scenes business systems in the episode! In this episode, I break down: How I structure my contracts after 5+ years of testing long-term, short-term, and month-to-month (steal the setup!) Why I DON'T lock clients into long-term contracts — and what I do instead The scope language that keeps you from ever being "in default" of your own contract The tool I use to get a new contract out to a client in under 2 minutes The sneaky little feature that gives me a heads up when a client might be about to give their notice And at under 10 minutes, it's probably the quickest (and least painful) way you'll ever learn about contracts. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Why I Don't Use Long-Term Contracts 01:15 The Contract Structure That Works Best 02:30 Protect Yourself From Scope Creep 03:45 The Contract Tool I Use for Every Client 04:45 My Favorite PandaDoc Feature 05:30 Final Thoughts on Better Client Contracts

The advice to "use AI to work faster" is great (I've cut my $15K client strategy build time nearly in HALF) but it’s really easy to get generic output if you’re not careful. That’s why I’m breaking down the exact process I use to build my client strategies. In this episode, I break down: The 5-step process I use to build my $15K client strategies with AI (so you can set yourself up the same way) The biggest mistakes I see Fractionals making with AI in strategy work (the last one is the worst) How I set up my AI to get great output (instead of generic or AI sounding garble) How I use AI as a thought partner instead of having it do the thinking for me If you want to use AI for marketing strategy, or you already are, but you’re not happy with the output, you’ll love this episode. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 How I Cut Strategy Time in Half With AI 01:00 The Biggest AI Mistakes Marketers Make 02:45 Build AI Context Before You Prompt 04:15 Turn Your Thinking Into Better Strategy 05:45 Show AI What Great Looks Like 07:00 Why I Build Strategies Section by Section 08:45 The Final Review Most People Skip 10:00 Use AI as a Thought Partner, Not a Strategist 11:00 The Biggest AI Mistake to Avoid

Here's something I've learned building this business: at a certain point, doing more of what's comfortable stops moving you toward what you actually want. And the most powerful thing you can do is get radically honest about where you're putting your energy. For years I’ve wanted to grow Fractional CMO School. This year, I finally am — and I'm pulling back the curtain on exactly why, what I'm building, and the vision behind all of it. In this episode, I'm sharing: The decision that's reshaping my entire business this year — and the honest realization that got me here Why I'm intentionally protecting my space instead of filling it (and what that unlocks) The ecosystem I'm building behind the scenes — including an agency engine designed to send incredible Fractional leads straight to my students The mission that's driven me from day one: helping women build wealth on their own terms — and the bold number I'm committing to this year This one is personal, and it's a look at the bigger vision I'm building — for me, and for every ambitious marketer ready to step into their next level. If that's you, you're going to want to hear this. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Why I'm Making a Big Change 01:00 The Conversation That Changed Everything 02:45 Why I Chose Fractional CMO School 04:30 The Bigger Mission Behind My Business 06:00 The Vision I'm Building 07:15 Choosing Growth Over Comfort 08:45 Why Fear Is Part of the Process 10:00 My Goal for the Next Year 11:00 What's Possible for Every Marketer

Choosing a niche is one of the hardest decisions you'll make as a Fractional CMO. It determines what you charge, how sticky your retainers are, and how long it takes you to hit consistent six figures. In this episode, I'm sharing the top niches for Fractional CMOs in 2026 — the ones I think you can make the most money in, why they're the best, and where to find them. Inside this episode: Where the smart money is moving in 2026 — and the public sources that show you exactly who's got cash to spend The fastest-growing consumer market on the planet, and the sub-niches inside it nobody's talking about The category of business most marketers refuse to touch — and the one quietly minting the best-paying clients in the game The buyers who already know what expertise is worth (and are happy to pay for it) The one mistake almost every marketer makes when picking a niche — and how to sidestep it so you stop spinning and actually start moving If you've been stuck waiting for the "right" niche to reveal itself, this is the episode that gets you out of your head and into the work. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 The Niches I'd Choose Right Now 01:00 The Fastest Path to Clients With Budgets 03:45 Why Health & Wellness Isn't Slowing Down 06:30 The Clients Nobody Talks About 08:30 Why Boring Businesses Win 10:30 The Niche Advice That Keeps People Stuck 11:45 Try This Before Committing to a Niche12:45 The Simpler Way to Get Started

Quitting your corporate job too early is why so many new Fractionals undercharge, take on bad-fit clients just to pay the bills, and burn out 6 months in wondering if they made the right call. The advice to "just take the leap" is great — I'm a huge believer in moving fast — but going Fractional is a business build, not a job change, and the best time to start building it is while you've still got a paycheck coming in. In this episode, I break down: The 5 things I'd do BEFORE quitting my corporate job to go Fractional (you can steal the exact list!) The asset you should be building while you're still inside the company (it'll sell for you for the next 5 years) The exact ask I'd send to your network that warms up half your first clients without a single pitch The runway number that lets you charge what you're worth instead of what you need If you're sitting at your desk thinking "I'm ready for this, but I have no idea where to start" — you'll love this episode. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Don't Quit Your Job Yet 01:00 The Mistake Most New Fractional CMOs Make 03:00 Why Your Positioning Matters More Than Experience 06:00 Build Proof Before You Need It 09:00 The 10 Conversations That Can Change Everything 12:30 Start Building Your Reputation Now

The worst thing that happens on a fractional CMO engagement isn't bad strategy — it's good strategy with no one to actually execute it. Every Fractional CMO will eventually land a client who doesn't have the right team to do the work. How you handle is everything. In this episode, I break down: The 3 types of team gaps every fractional CMO will eventually hit The common mistakes that shift you from leader to doer fast (and are hard to come back from) 3 ways to solve team gaps without filling them ourself Plus, the reframe that turns this whole problem into a pricing and scoping opportunity in your favor. Your job as a fractional CMO is to build and run the marketing function. Not to be the marketing function. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS: 00:00 Why Team Gaps Hurt Fractional CMOs 01:15 The 3 Team Gaps Every CMO Will Face 04:00 The Mistakes That Turn CMOs Into Doers 08:35 Stop Absorbing Your Client's Urgency 12:00 How to Solve Team Gaps Strategically 12:20 Building a Trusted Contractor Network 16:05 The Marketing Integrator Solution 19:35 Using HR Partners to Scale Smarter 23:50 Turning Team Problems Into Revenue Opportunities 29:00 Final Lessons for Protecting Your Value

You can be a Fractional CMO without ever having held the CMO title before. If you've been counting yourself out of Fractional CMO work because you’re not sure you’re experienced enough, this episode is for you. I’m breaking down: Why your past job title is not as important as you think it is The three things you need to be a CMO What to do when you’re not *quite* qualified for a role And the shift you need to make if you want to step into Fractional CMO work If you've been counting yourself out of Fractional CMO work because of what's on your resume — you're going to love this episode. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/ TIMESTAMPS 00:00 Social Media Didn’t Build My Business 00:40 The Truth About Online Leads 01:10 Why Posting Constantly Isn’t Worth It 02:00 Where Real Clients Actually Come From 03:20 You’re Using Social Media Wrong 04:05 The First Thing Clients Do Before Hiring You 04:50 The Bare Minimum You Need Online 05:40 How to Build Credibility Fast 06:10 Why I’d Focus on LinkedIn 06:45 Instagram Clients Are Different 07:15 Permission to Stop Chasing Content

Posting on social media is one of the least effective easy to get clients as a Fractional CMO. I'm a huge believer in being visible online — but social media for lead generation is the SLOWEST and most exhausting route to landing high-ticket Fractional CMO clients. In this episode, I break down: 3 reasons social media isn't landing you high-ticket Fractional CMO clients Where high-ticket clients DO come from — and why most Fractionals are looking in the wrong place The reframe I give my students that ends the content hamster wheel for good How to make your channels work for you WITHOUT posting every day (you'll get hours back) If you've been grinding to create social media content on the daily, and not seeing the return on your time, you’ll love this video. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

Imposter syndrome is why most Fractional CMOs undercharge, second-guess their strategy, and shrink in client meetings. And the advice everyone gives you to "work on your mindset” is great, and I'm a huge believer in it — but that takes TIME. And if you've got clients you're leading right now, you need something that works IMMEDIATELY. In this episode, we break down: 5 tips to help you get past imposter syndrome fast How to build trust with clients (even when you don't have all the answers) Why you don't need to be the expert in everything as a CMO The ONE thing that dissolves imposter syndrome faster than anything else The question I ask myself when I get stuck in my head with a client (steal it!) If you're working as a Fractional CMO and imposter syndrome is keeping you from showing up like the leader your clients hired you to be you’ll love this episode. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

So many people start Fractional work then find themselves burnt out, and questioning if this model is even a fit for them. I sat down with one of my Fractional CMO School students, for a live coaching call. Lisa came to me feeling disillusioned with the fractional model after a few client experiences, and wondering what to do next. I helped her see that didn't hate the model, she just wasn’t operating inside the right structure. She had been making the same mistakes I see others make all the time, so I asked her to come on the podcast because I KNEW her experience would be so helpful for many others. In this episode, we break down: The biggest mistake I see CMO’s make when building out strategies (that actually overwhelms your clients too) The most common places where Fractionals end up overdelivering in their role A simple filter you can use to make sure you stay in your lane and only do CMO-level work The driving analogy that helped me step into leadership and totally changed how my clients saw me (you can steal it!) If you're working as a Fractional but you’re buried in your client's Slack, your days are FULL of meetings, and you’re being pulled in a million directions, this episode is for you. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

Sales is the one skill nobody teaches you as a fractional CMO — and it's the one that determines whether your business actually grows. Most of us got into this because we're good at marketing. Not because we love selling. For a long time, I hated it. I wasn't comfortable doing it, I didn't feel like I was good at it, and the idea of getting on a call where someone might say no felt awful. Four years and millions in client revenue later — sales is one of my strongest skills. In this episode, I'm breaking down every lesson that got me there: The mindset shift that made selling stop feeling gross The one thing you can do to make people feel understood before you've pitched anything, Why I turn people away — and how it's built my business How to lead a sales call so you're never getting interviewed How to say your high-ticket prices without flinching. And what you can do to get better at sales. If sales still feels uncomfortable, or it’s something you want to get better at, this episode is for you. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

What you spend your time on determines everything — how visible you are to your client, how much authority you actually have, how much they'll pay you, and whether you burn out. If you've ever felt like you're executing all the marketing while your client sees you as someone who takes direction instead of sets it, this episode will help you understand why. In this episode, I break down: The four things a CMO actually owns (and where execution lives) The daily filter you use to know if you're staying in the right scope Why staying in execution keeps you invisible — and what that costs you What happens when you start setting these boundaries This shift isn't about confidence or willpower. It's about clarity on your role. And once you have that, everything changes — how your client sees you, what you charge, how much control you have over your time. Because stepping into the CMO role isn't about doing more. It's about operating at a different level. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

What you call yourself matters less than what you actually do. And when you code-switch with the same client — saying CMO, operating as contractor — you're losing authority and pricing power. If you've ever found yourself executing work for a client while also calling yourself their Fractional CMO, this episode will help you understand why. In this episode, I'm breaking down: Exactly what to do in your first 90 days as a fractional CMO What you should do (and not do) in months one, two, and three How to integrate with the team and establish your rhythm as the leader Why this progression determines whether you operate like a CMO or a contractor This isn't about being rigid or distant. It's about clarity and boundaries. Because being a Fractional CMO isn't just about strategy — it's about the seat you're actually in. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

How you structure your first 90 days changes everything about your business. When you step into a new client engagement, the order of what you focus on determines whether you're seen as a strategic leader or just another executor. In this episode, I break down: The exact order of what to focus on first How to integrate with the team and establish your rhythm When and how to prove the strategy works Why foundation building matters more than you think And how month three positions you as the strategic owner, not just the executor This isn't about moving fast. It's about moving in the right order. When you follow this progression, you're not operating like a contractor. You're operating like a CMO — thinking, leading, and making decisions. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

I charge up to $20,000 for a marketing strategy — and in this episode I’m pulling back the curtain on exactly how I build it. Most fractional CMOs are winging their strategy process and massively undercharging because of it. So I’m walking you through my exact four-phase process — Discovery, Strategy Development, Delivery, and Alignment & Next Steps — and the mistakes I see people make at every stage. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

I see this all the time — founders frustrated with their hires, marketers frustrated with their clients, and everyone pointing the finger at the other person. But most of the time, it’s actually no one’s fault. In today’s episode, I’m breaking down: The biggest misunderstanding around hiring marketing support Why you’re not getting better results The unrealistic expectations placed on one “unicorn” hire And the industry dynamic that keeps founders investing in tactics instead of building strategy If you’ve ever hired “marketing help” and still ended up feeling overwhelmed, unsupported, or unsure what’s actually working, this episode is for you. And if you’re a marketer, this will help you see where unclear roles and structural gaps are setting you up for failure — even when you’re doing the best you can. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/

How your clients see you determines everything — how much they trust your decisions, how often they question your strategy, how much control they take in meetings, and ultimately how much they’re willing to pay you as a Fractional CMO. If you’ve ever felt a client slowly start directing you, second-guessing your recommendations, or treating you more like an executor than a strategic leader, this episode will help you understand why. In this episode, I break down: The communication shifts that position you as a strategic leader The subtle behaviors that weaken your authority The biggest mistake marketers make when they’re trying to show up as a leader And how to recalibrate the dynamic with a client if you’re sensing they don’t see you as a leader This isn’t about being louder or more dominant. It’s about showing up with clarity, direction, and confidence in every interaction. Because being a CMO isn’t just about strategy — it’s about leadership and communication. Ready to take the next step? If you’re ready to step into the Fractional CMO role but want support as you do it, Fractional CMO School is a 6-month coaching program + community to help you confidently land high-ticket clients and build a 6-figure (and beyond) business as a Fractional CMO. 🎓 Learn More → http://www.fractional-cmo-school.com/