"Fractional. The Other "F" Word."

When I sat down and thought about how to market my business, I was hesitant to call it a "Fractional CFO Group". It's a commonly used phrase. There are hundreds of firms in the Tampa Bay area characterized as "fractional". But, it bothered me. Because, "fractional" just sounded so...hollow. So deficient. So not committed or fully engaged.

To me, the "fractional" indicated a piece of something, or something less than whole. And that was the issue, because unwavering commitment and partnership are qualities that are incredibly important. I don't live a "fractional" life. I don't have a "fractional" spouse, "fractional" kids, a "fractional" house, or a "fractional" car. I don't have "fractional" friends. And I know that your organization's needs aren't "fractional", only to be met during a block of available hours. Your organization's needs are comprehensive. They're full bodied. And they should always be handled with a sense of urgency.

So, let's break it down. Regardless of who you engage, a "fractional" CFO should be addressing your organization's full financial and strategic needs.

Before being hired, a "fractional" CFO should meet with you to get to know your Mission, your Vision, and your Values. This will help you determine if they are strategically aligned - which is of the utmost importance. This person needs to be passionate about your business. They need to understand your history. Your purpose. And your needs, as this will be paramount to a successful partnership. You'll also need to determine if they are a good personality fit, which is equally as important. Because, at this point, the technical expertise should be a given. But the chemistry that comes from "the right fit" is the magic, the lightning in a bottle that every CEO needs and deserves. This should be a game changing partnership.

If it's a fit, in their role, your "fractional" CFO should assess and thoroughly understand the landscape of your business, including your current market position. They should identify challenges, and develop an order of magnitude to properly address and resolve them. They should be able to read the tone of the market, knowing what triggers can be pulled to optimize performance and market position. In short, they should help you bolster top line, maximize bottom line, garner financing, and remove any obstacles along the way - ultimately advancing your organization to the next level. They should be your confidante and comprehensive strategic partner. And nothing less.

The only thing that should be "fractional" is the price.