Who needs a full-time CMO when you can get the best parts without the baggage? CMO on Demand cuts through the fluff and gets real about why fractional CMOs are the future of marketing leadership. No bloated salaries, no long-term BS—just sharp strategies, straight talk, and results. Hosted by seasoned fractional CMOs who’ve seen (and fixed) it all, this podcast serves up the hard truths and smart moves you need to scale fast. Guest: Klaus Werner, Chief Digital and Marketing Officer, Agility Group
In this insightful episode of B2B No Bull, hosts Mark, Mary and Liz welcome Klaus Werner, a seasoned marketing executive, to explore the evolving role of the fractional Chief Marketing Officer (CMO).
Klaus breaks down why companies, especially small to mid-sized ones—are increasingly hiring CMOs on demand: cost efficiency, flexibility, and the ability to cut through internal bureaucracy.
He describes the core responsibilities of a fractional CMO as driving fast, meaningful change and execution. “Quick impact” is the goal, and that means building trust fast, identifying low-hanging fruit, and aligning teams.
Klaus credits the pandemic and the rise of remote work technologies for accelerating the adoption of this model.
Klaus shares his playbook for success: conduct a rapid discovery, assess organizational needs, deliver quick wins, and build consensus.
He provides a standout case study branding an industrial distributor with a bold identity and a NASCAR sponsorship. Despite internal resistance, the campaign boosted brand awareness and opened key industry doors.
Listeners also hear about how aspiring fractional CMOs can break into the field through personal branding, speaking engagements, and thought leadership on platforms like LinkedIn.
Klaus closes by weighing the pros (diverse challenges, fast impact) against the cons (inconsistent work) and emphasizes that success hinges on a company’s willingness to embrace change.
🔗 Resources & References Mentioned
Quotes
“Fractional CMOs are hired for impact—fast, flexible, and free from internal red tape.”
– Klaus Werner
“COVID made fractional the new normal. Remote tech removed barriers, and companies embraced agile leadership.”
– Klaus Werner
“Success starts with courage. If a company can’t commit to change, no CMO—fractional or full-time—can help.”
– Klaus Werner