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You Confuse, You Lose - Why No One's Hiring You · GTM Made Simple

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  Nobody's hiring you right now because nobody knows what to call you. Try this. Tell me
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  out loud in one sentence what you do. Maybe what you do at four or what
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  outcomes you actually deliver. If putting that sentence together just looks like man, it's going
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  to take a lot more time than five seconds. Well, you have found the reason why your pipeline is
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  dry. And here's the big problem that you're facing fractional described themselves. And you might be
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  doing this right now, but you're describing yourself as a way the HR system would. The market
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  doesn't pay for job titles, especially not advisor fractional and all those it buys outcomes for a
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  specific kind of company. Here are a few examples of how I've looked at it and I've seen it. I've
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  built a whole fractional business brand and I just two of us, a $7 million fractional business,
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  but we never called it fractional. We call it go to market partners. And it allowed us to talk
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  about it. And I'm going to give you a few examples of how we have trained hundreds of folks across
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  continents from Australia, from UK, Canada and the US. They are part of our Certified Partner program
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  and how positioning it. And I'm going to give you three specific examples of how you can position
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  it in that one sentence that will help you change and charge more for any kind of conversation
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  you're having with the people that you probably should be in front of. So here we go. There are
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  three angles how a fractional individual should be able to charge as much as they want, or what
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  they deserve in the market. Number one is industry. Number two is stage. And number three is focus
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  area. All right. So I'll give you an example for each one of them for industry. I'll go. You know we
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  should. I'll show you Lydia. Lydia is if you go and look her up on LinkedIn. She has been in the legal
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  tech industry for over 20 years. Initially when she started, she was a fractional CMO and I
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  remember having this conversation with her like, why are you a fractional CMO? You are a legal tech
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  fractional CMO. And she's like, well, no, I can do all these things for all these people in all
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  different ways. I'm like, sure you can, but if you could, how would all these people from all these
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  places find you? And that was a moment, a changing moment. I could see the light bulbs going where
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  she's like, well, well, how would I go? And I need to make sure that we have clients. I'm like, great, you
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  need to have clients. But imagine this. Imagine if you become the darling of the legal tech industry.
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  You become the person who, when a legal tech CEO says we need somebody to help with marketing or
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  go to market, they think of you. Imagine every piece of content you write is about how legal
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  tech industry can advance through go to market. Imagine the headline on your website, as well as
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  your LinkedIn profile talks about how you're a legal tech go to market leader. Imagine what a win
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  rate will be for you in a legal tech. And she's like, oh yeah, but what about manufacturing? What
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  about it? I'm like, yeah, but how much business and money do you really need to make? How many clients
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  do you really need to have? Well, 3 to 5. Well, if you need 3 to 5 clients, you don't need to boil
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  the ocean. What you really need is to have a focused view on who you're targeting. So industry
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  is a great example of it. It could be legal tech. It could be cybersecurity, it could be a
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  manufacturing supply chain. We have 100 plus certified partners on almost all industry. And the
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  very first thing we do as part of the brand system is making sure that they know. So the three
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  positioning angles, one of them is industry. Which brings me to positioning angle number two, which
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  is stage. This is where you could say, you know, I can do you can go broader in terms of what you do,
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  but narrower in terms of the stage of the business you get help with. So for example, Matt
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  Anthony, if you look up him on LinkedIn, he is in cybersecurity. So he has the industry, but he's
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  also for AI and other infrastructure businesses. And he only works with early stage startups, which
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  means anyone who's a ten, 20, $30 million company, if they go to Matt's profile today, they most
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  likely won't hire him. Why? Because he literally says, I'm an early stage go to market executive
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  for a cybersecurity industry. For that matter, even if he didn't say cybersecurity, if he says early
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  stage, nobody else is gonna really hire. If there are ten, 20 million. Now, is that money living on
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  the table? Or you might think so, but if you have clients, then then you don't really have to worry
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  about it for Matt. His his booked. If you reach out to Matt and ask him about this thing, he will tell
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  he's booked for the whole year already and is trying to build pipeline for the next year. Right
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  now that is possible because again, you need 2 or 3 clients to build your business, to build half 1
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  million to $1 million business. And stage is a great way to identify and make sure the only
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  conversations you're going to have are the people who are at that stage, you talk their language.
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  Which brings me to third positioning angle. So remember, the first is industry, the second stage
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  of the business. And the third is are you for startups or VCs or PE firms. And the reason that
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  distinction could be really interesting is because PE firms typically are at 30, 40, 50
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  million, 100 million or 1 million or more. And if you know how to work within a PE firm, then they
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  know they can use you for the rest of the portfolio of companies. So Alan is a great example
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  of it. If you go and look at Alan Caesar, he has been 11 plus times CMO for many different
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  companies. He had worked with research firms like Forrester. He is incredibly talented, fractional
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  CMO for many, many years or CMO in many companies. And now he specifically works with private equity.
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  Now, does he have other clients? Yes. Does he coach other people? Yes. But if you are a PE company and
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  if you have an example in front of you, I put three candidates. Let's say you are the CEO you
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  are going to hire and you are a PE firm. And I put Lydia, I put Matt, and I put Alan in front of you.
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  Who will you hire? Alan. Well, let's say you are a CEO of a legal tech company. I put Lydia, I put
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  Matt, I put Alan. Who would you hire? Lydia. Let's you an early stage startup company. You have to
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  put again Lydia in front of you. Matt in front of you and Alan in front of you. Who would you hire?
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  Of course you will hire Matt. And that's the point. You want to be very clear to the company or the
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  persona that you want to be selling to. And the service is to. Because once you have this three
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  positioning angles clear, industry stage and and focus, you will be able to be standing ahead of
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  the line because the customer that you're trying to sell to the CEO, they will actually be coming
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  to you as opposed to you going to them. This is not a numbers game to try to get thousands and
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  thousands of DMs and AI bots running. It actually is to focus on the one niche that you have
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  because Rich is truly, truly, truly are in the niches and all of them are building half $1
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  million plus business. So if you don't want to confuse and don't want to lose, go to run on
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  Gamescom and you can see hundreds of Gitmo certified partners how they're building their
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  businesses, the research that you can use to drive your own business and start building your own
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  half 1 million to $1 million business. If you're ready, let's get moving.