#254 Why “Fractional CFO” Isn’t What You Should Be Selling James Donovan, Founder, Nine Two Media
In today’s competitive financial services landscape, simply offering “fractional CFO” services is no longer enough to stand out or win business. In this episode, James Donovan, Founder of Nine Two Media, joins host Kevin Appleby to challenge the conventional approach to selling CFO services. The conversation opens by emphasizing that business owners rarely seek out a “fractional CFO” by name; instead, they are looking for solutions to pressing problems—especially those that keep them up at night, like cash flow and financial clarity.
Donovan shares insights from his experience helping accounting firms and CFOs shift their marketing from generic service offerings to problem-solving, value-driven messaging. He explains why focusing on the client’s pain points, leveraging digital marketing channels like LinkedIn and Facebook, and building authority through content and podcasting are essential for growth. The episode offers actionable strategies for finance professionals to reposition themselves as indispensable advisors, not just another service provider.
Key topics covered:
- Business owners buy solutions to problems, not “fractional CFO” services
- Effective marketing focuses on client pain points, not credentials or titles
- LinkedIn and Facebook are key channels for building authority and generating leads
- Relying solely on referrals is not a sustainable marketing strategy
- Podcasting and content creation help establish credibility and reach new audiences
- Case studies and client success stories are powerful tools for differentiation
Links
Timestamps
- 0:05:00 Trends in the fractional CFO market and the shift toward advisory roles
- 0:07:55 Why selling “fractional CFO” services misses the mark—focus on solving business problems
- 0:11:16 Digital marketing strategies: LinkedIn and Facebook for lead generation
- 0:17:15 The role of websites and content in attracting clients
- 0:22:07 The need for proactive marketing and moving beyond referrals
- 0:24:03 Podcasting as a tool for authority and business development
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