Beyond the Strategy Deck

Hello friends,

I know bringing in a marketing expert can feel like wandering through a maze. You spend months hiring a consultant to draw you a map to freedom, trusting their expertise in a field you may or may not intimately know. But once all the meetings are done and they hand over their plan, you're often left asking, Now what?

It used to be that traditional consultants like these were the only option–and for specific projects, I know many top-tier consultants that might just be the best option for your team.

But if you’re a midsize consumer product brand looking for real growth in 2025, you should know you have other options before you–and one of them is a fractional CMO (that’s me).

The fractional revolution has made C-Suite expertise available en masse like never before, and this is only good news for small and midsize teams like yours. They offer not just strategy but hands-on leadership and execution.

“Now what?”

Now, listen: I am in no way trying to be anti-consultant. I’ve worked with many truly stellar consultants in my career, many of whom have helped companies make some genius moves. Consultants can have a huge impact when they specialize in specific challenges or projects—rebranding, campaign planning, and market analysis. But what happens after they have finished their project?? You can have the best insights and recommendations in the world, but when the consulting firm leaves, you’re on your own to execute and bring that strategy to life. That’s where the real work begins.  

For brands that need more than a one-off fix, this model can leave you spinning your wheels, wondering how to bridge the gap between strategy and execution. They may have brought a fabulous solution to the table, but who will see it brought to life and integrated throughout the organization?

Why Fractional CMOs Are Changing the Game

Usually, this is where I come in: when brilliant brands are frustrated, staring at an immaculate roadmap but still feeling stuck. As a fractional CMO, I don’t just show up to brainstorm. I’m here to embed myself in your business and stay to make sure the plan works. Here’s how my role gives your team all the benefits of a CMO role without the full-time executive price tag: 

1. C-Suite Expertise Without the Full-Time Salary

Hiring a full-time CMO costs more than money—it’s also a commitment many midsize brands don’t need yet. Top CMO talent is expensive, and that’s because you’re paying for a lifetime of hard-earned results, wisdom, and expertise. 

A fractional CMO gives you executive-level leadership without the executive-level expense. You get the strategy, experience, and big-picture thinking, all scaled to your budget.

That’s a level of access most smaller brands have never had–and it’s a huge opportunity.

2. Long Haul Partnership

With a consultant, you might be left with decks full of ideas and no clue what to do next. That’s not my style. When I join your team as a Fractional CMO, I’m rolling up my sleeves and sticking around. I am not just dropping ideas in your lap and waving goodbye. I’m here to be on the ground with your team, oversee execution, pivot strategies when necessary, and keep your marketing aligned with your goals. 

No more “now what?” moments. We’re walking the road together.

3. Both Big Ideas and Real-World Execution

Fractional CMOs have been in the trenches. I’ve been on the brand side, building campaigns, and leading teams, and I know how to make marketing work in the real world. This experience means I can create better goals, craft smarter plans, and more precise strategies for your team. 

And my job isn’t just to dream big, but to make sure those dreams drive measurable results for your brand. I can tell you how to set those KPIs, and then I take ownership of them (which, by the way, means you don’t have to).

4. Unprecedented Access to Top Talent

Here’s one of the best things about the fractional age: smaller brands couldn’t have touched this level of leadership ten years ago. Fractional CMOs bring Fortune 500 experience to companies that don’t have Fortune 500 budgets. 

It’s a massive shift in who gets to play with the pros and benefits us all. Fractional execs can dig into new, exciting work without sacrificing decades to a single firm (as was the old way), and small and midsize brands get hands-on guidance from people who have worked at the top. 

The opportunity is huge–if teams have the foresight to take advantage of it.

5. Adaptability That Moves with Your Business

Having worked on the brand side, we understand firsthand that the only constant in marketing is change. Your needs evolve, the market shifts and your budget fluctuates, and being embedded within your teams allows us to adapt seamlessly. 

A fractional CMO is flexible enough to scale involvement up or down based on what makes sense for your business right now. Going through a slow season? I can accommodate that. Getting ready to ramp up? I’ll be here for that, too.

There’s power in the pivot, and being part of your team means I’m ready to move with you every step of the way.

So, What’s the Difference Between a Fractional CMO and a Consultant?

To make the distinction crystal clear, here’s a tl;dr of where consultants and fractional CMOs stand apart:

Scope of Responsibility

• Consultants: Solve specific problems. They’ll revamp your website or advise on a social media strategy but don’t always go beyond the task at hand.
• Fractional CMOs: Take responsibility for the full picture—strategy, execution, and aligning marketing with your business goals.

Depth of Involvement

• Consultants: Work from the outside, advising as a third party.
• Fractional CMOs: Get in the trenches with your team, leading initiatives and making sure they stick.

Accountability

• Consultants: Deliver strategy, recommendations, and roadmaps.
• Fractional CMOs: Own the results. They’re responsible for outcomes, not just ideas.

Leadership vs. Guidance

• Consultants: Are here for guidance but leave leadership to you.
• Fractional CMOs: Lead. I manage your marketing team, ensure everyone’s aligned, and make decisions with your business goals in mind.

Relationship with the Company

• Consultants: Additional. They’re excellent for specific projects, often for shorter periods of time.
• Fractional CMOs: Relational. I integrate into your team and work toward long-term success.

Focus on Implementation

• Consultants: Tell you what needs to happen.
• Fractional CMOs: Show you how (and ensure it’s done right.)

Cost Structure

• Consultants: Typically bill by the hour or project.
• Fractional CMOs: Work on a retainer or part-time basis, offering consistent value over time.

All That to Say…

Marketing consultants are great for providing the what and the how, but that might not be all your team needs. Fractional CMOs bring strategy, leadership, and execution, creating a marketing engine with you and making sure it’s bringing in the kind of growth you want.

If you’ve been asking, “Now what?” and are still struggling to see real results, it’s time to think bigger. Not bigger budgets, not bigger teams, just bigger impact.

That’s what I do.

Cheers,

Gina

P.S. Now, how do you say all of this in one sentence when asked at parties? Accepting advice below.

P.P.S. If you’re ready to work with me, I have some availability in 2025. Find some time on my calendar, and let’s talk about how we can help each other.

Author Bio: Gina Clementi is the founder of Goodstory and a seasoned marketing strategist with a track record of driving brand development and growth. Her experience spans iconic brands like Nike and adidas and notable contributions in the healthcare and tech sectors. Gina excels at leading teams to innovate and exceed targets, with a particular focus on leveraging brand loyalty to drive growth. Known for her creative approach to marketing challenges, she continually pushes the boundaries of industry norms.

Ready to shake things up? Connect with Gina on LinkedIn, and let's write your brand's next chapter together.