FAQs when considering a Fractional CMO Resource

What is a Fractional CMO, and why would a firm need one?

A Fractional CMO (Chief Marketing Officer) is a senior marketing executive who works with firms on a part-time or contract basis, providing the expertise of a full-time CMO without the cost or long-term commitment.

For professional services firms, the real question isn’t “Do we need marketing?”—it’s:

• Are we maximising ROI on marketing and business development?

• Should we scale, prepare for a merger, or attract private equity (PE) investment?

• Are we positioned to win high-value clients at premium fees?

I work directly with managing partners, CEOs, and leadership teams to align marketing and business development with growth strategies, market positioning, and long-term profitability—not just keeping marketing “busy.”

How does your role differ from that of an in-house marketing manager or consultant?

Most law, accountancy, and advisory firms have some form of marketing and business development, but it’s often reactive rather than strategic. My role bridges that gap by providing:

• CMO-level strategy: In-house teams execute well but often lack senior marketing leadership to ensure their efforts drive client acquisition, revenue growth, and firm-wide positioning.

• Business-focused marketing: Unlike traditional marketing consultants focusing on branding or campaigns, I integrate marketing into business growth, lead generation, and succession planning.

• Partner-level decision-making: I work with firm leadership to clarify market positioning, high-value client targeting, and competitive differentiation.

What types of firms do you work with?

I specialise in mid-sized professional services firms, primarily:

•    Law firms (corporate, M&A, litigation, boutique practices)

•    Accountancy & advisory firms (tax, audit, corporate finance, consulting)

•    IT & cybersecurity businesses.

These B2B businesses usually talk to me because they want to:

• Strengthen B2B marketing and sales strategies

• Differentiate in a crowded market

• Shift from technical messaging to business-driven positioning

• Develop structured business development strategies for M&A growth or private equity investment

How do you work with managing partners and senior teams? 

I don’t just advise—I embed myself into the firm’s leadership. The firms that see the best results engage me at the managing partner or C-suite level.

Ways I Work with Firms:

• Fractional CMO Services: Ongoing marketing leadership and strategy to ensure a structured, ROI-driven marketing approach.

• Strategic Growth Projects: Positioning for high-value clients, mergers, acquisitions, or private equity investment.

• Partner & Senior Team Coaching: Helping partners sharpen their business development skills, improve client engagement, and increase revenue per client.

How do you help firms define and reach their target audience?

Many firms struggle with client segmentation and target market clarity, leading to scattered marketing efforts.

I help firms:

•  Define their ideal client profiles (ICPs)—focusing on high-value sectors, decision-makers, and buying behaviours.

•  Develop visibility strategies—leveraging content marketing, LinkedIn marketing, thought leadership, and referral networks.

•  Align marketing and business development plans, ensuring every effort supports client acquisition, lead generation, and revenue growth.

How do you manage a firm’s messaging during a merger or private equity announcement? 

Poor communication during law firm mergers, accountancy firm acquisitions, or private equity investments can create:

• Client uncertainty → Potential loss of key clients

• Employee disengagement → Talent attrition and recruitment challenges

• Market confusion → Missed opportunities for competitive positioning

I ensure that:

• Clients are reassured that the merger or investment enhances—not disrupts—their relationship with the firm.

• Employees remain engaged, reducing turnover and maintaining firm culture.

• The market understands the firm’s new positioning, ensuring a smooth transition with positive PR and stakeholder confidence.

Do you help with copywriting?

Yes—high-quality content marketing and persuasive copywriting are integral to professional services marketing, accountancy firm branding, and IT firm positioning.

I create:

• Clear, on-brand messaging for websites, proposals, LinkedIn content, and marketing collateral.

• Thought leadership content that boosts SEO rankings, industry authority, and client engagement.

• Client-centric messaging—avoiding corporate jargon and ensuring your brand voice is clear, engaging, and persuasive.

I don’t just develop marketing strategies—I write the content myself to ensure it drives engagement and lead conversion.

What results can we expect?

While every firm is different, the common outcomes include:

• Winning higher-value clients at premium fees

• Improved search visibility & thought leadership positioning

• Increased referral partnerships & inbound lead generation

• More structured, data-driven marketing & business development efforts 

I don’t believe in marketing for the sake of it—if it doesn’t support revenue growth, market positioning, and business objectives, it’s just an expense.

How do we get started?

The first step is a consultation. Let’s discuss:

   •   Where your firm is now

   •   Your growth goals & competitive challenges

   •   Whether your current marketing & business development efforts are positioned for success

Get in touch today to schedule a call.

Mary Cloonan is the Founder of Marketing Clever.