CMO as a Service: Choosing the Right Channels & Repurposing for Scale

Is your marketing budget going where it should? Aka, where it will bring you more money back?

Hold that thought. How much of your budget is going toward things that actually work? And how much is disappearing into platforms, agencies, or tactics that sound good but don’t deliver? The issue isn’t how much you’re spending. It’s where you’re spending.

Most businesses try to be everywhere—Facebook, Instagram, YouTube, Twitter-X—spreading themselves thin. The reality? You don’t need to be on every platform. You just need the right people on the right platforms, doing the right things at the right time.

Enter the CMO as a Service model. Think of it as an on-call marketing expert without the hefty salary or long-term contract. Get expert strategy, execution, and channel selection, exactly when and where you need it.

A Fractional CMO to Find the Right Marketing Channels?

Many CEOs struggle with the same question: where should we focus? Some, like @John Wilson, learned the hard way that broad keyword targeting can burn through budgets quickly.

"We invested heavily in Google Ads, but the ROI was poor because the keywords were too broad. We got clicks but no real leads. Now, we focus on local SEO and specific service-based ads instead." — John Wilson, CEO, Wilson Plumbing & Heating

Others, like @Erin Hendricks, found that paid social media ads didn’t always bring the results they expected:

"Big platforms promise advanced targeting, but if the audience isn’t engaged, the ad spend goes nowhere. Community-driven spaces—like parenting forums and trusted blogs—create stronger connections." — Erin Hendricks, President, Sammy’s Milk

A solid Fractional CMO (or CMO as a Service) won’t tell you to “go where it’s hot.” They’ll audit your business, goals, audience, and resources—then tell you exactly where to focus.

?? A few years ago, I committed fully to LinkedIn.

?? No ads. No paid boosts. Just organic engagement.

?? I tested content, doubled down on what worked, and scaled from there.

A big tip I always share: Don’t rush into paid ads. Test organically first.?

CMO as a Service: The Smart Approach to Content Repurposing

"Content repurposing is a mixed bag for us. While we’ve made strides in adapting content, like turning webinars into blog posts or infographics, it can become a bottleneck. When done well, though, it significantly enhances our visibility." — @Josh Qian, COO & Co-Founder, Best Online Cabinets

Now, you might be thinking: Didn’t you just say we don’t need to be everywhere? And now you’re talking about content repurposing?

Yes—and here’s why both can be true.

?? You don’t need to create from scratch every time. You need to make one great idea work 10x harder for you.

?? Content repurposing doesn’t mean “being everywhere.” It means using the same content in multiple ways—without extra effort.

Different platforms, different rules:

?? LinkedIn? Long-form insights, personal takes, and professional storytelling.

?? Instagram & YouTube Shorts? Short, high-energy clips under 60 seconds.

?? Email? Best for nurturing leads and staying top of mind.

A CMO as a Service model helps you repurpose your content as needed so you’re not constantly reinventing the wheel.

One Podcast = A Full Content Ecosystem

Take this as an example:

I recently spoke on the Podjunction Podcast with @Matt Edmundson and @Sadaf Beynon about using LinkedIn as a testing ground before running paid ads.

That single podcast appearance turned into:

? A LinkedIn post breaking down the key takeaways.

? A 3-minute YouTube video with the best soundbites.

? Several Instagram Reels & YouTube Shorts with bite-sized insights.

? A blog post that boosted SEO and got picked up by industry sites.

? A newsletter segment that kept my email audience engaged.

?Why this works:

? People consume content in different ways.

? It saves time and resources.

? It extends your reach without extra effort.

Watch the full podcast.?

Marketing Leadership That Makes Sense in 2025

Why not just hire a full-time CMO?

Simple: Most businesses don’t need one.

A full-time CMO costs six figures (salary + benefits). A CMO as a Service gives you the same level of expertise—but only when you need it. No wasted resources.?

?? Test first.

?? Scale what works.

?? Cut what doesn’t.

And build a marketing system that fits your business, not someone else’s.

Want to rethink your marketing? Let’s connect.?

Can Clothes Make You a Better CMO? ?CAFé ANNE Thinks So

Apparently, the way you dress while working remotely says a lot. @CAFé ANNE recently published a feature on what people wear when no one’s looking—including my top hats, cowboy hats, and that pink tuxedo I swear by.?

Do clothes impact focus? Confidence? Your ability to run a marketing strategy?

Huge thanks to @AnneKadet for diving into this. If you’ve ever debated work PJs vs. work blazers, this one’s worth a read.

Want advice on remote work outfits? Or just how to make your marketing less expensive??

Drop a DM.

FAQs

What does a CMO as a Service actually do?

A CMO as a Service gives you senior-level marketing leadership—without the full-time commitment. They build a marketing strategy tailored to your business..?

How does a CMO as a Service save money?

Hiring a full-time CMO comes with a six-figure salary and benefits. A CMO as a Service gives you the same level of expertise on a flexible basis.

Can a CMO as a Service work for a fast-growing company?

100%. High-growth companies need marketing strategies that can scale fast. A CMO as a Service builds a system that grows with you—testing, refining, and adjusting as you expand.

How is a CMO as a Service different from outsourcing?

An outsourced marketing agency handles tasks. A CMO as a Service leads. They integrate into your team and align marketing with business goals, and ensure execution stays strategic.

How do I know if I need a CMO as a Service?

If your marketing feels disorganized. If your team is overwhelmed. If you’re spending on marketing but not seeing real ROI. A CMO as a Service brings clarity.