SMP vs Fractional CMO vs Coach - What Does Each Do?​ [E167]

Thanks to our Partners, Shop Boss and AppFueled

In this no-fluff episode of the Auto Repair Marketing Podcast, Brian Walker is joined by Caroline Legrand, Danni Marks, and J.R. Portman for a candid conversation shop owners need to hear, especially if you're trying to figure out the real difference between a marketing agency, a business coach, and a fractional CMO.

They dig deep into the roles each one plays, where responsibilities blur, and how shop owners can avoid the infamous “Spider-Man pointing fingers” scenario. You'll hear the good, the bad, and the straight-up truth about what happens when everyone's doing the work but no one knows who’s really driving the results.

From strategy gaps to operational blind spots, this episode is a masterclass in understanding who’s responsible for what and how to build a team of partners (not vendors) who care as much about your success as you do.

If you've ever asked, “Who do I trust?” or “Can I fire my CMO?”, you’ll want to hit play, take notes, and maybe even send this one to your leadership team.

Show Notes with Timestamps

• Introduction and Episode Context (00:00:01): Brian Walker introduces the episode, explains the "fly on the wall" format, and sets up the discussion about marketing roles.
• Content Creation Process & AI Use (00:01:16): Explains their approach to content creation, use of AI, and the importance of unique, thought-leadership-based content.
• Episode Format and Sponsor Messages (00:03:31): Describes the episode’s unique format, honesty in discussion, and includes sponsor messages.
• Defining Roles: Marketing Agency, Fractional CMO, and Coach (00:04:40): Breakdown of what each provider (agency, fractional CMO, coach) does for auto repair shops.
• Shop Marketing Pros: Scope of Work (00:05:36): Details the specific marketing tasks handled by Shop Marketing Pros, including SEO, ads, social media, and website management.
• Fractional CMO: Strategy and Accountability (00:06:53): Explains the role of a fractional CMO in driving strategy, creating plans, and holding others accountable.
• Coaching Companies: Business Guidance (00:08:01): Describes how coaches provide business advice, recommend agencies, and review marketing results.
• Overlap and Blurred Lines Between Roles (00:10:02): Discussion on where marketing agencies, CMOs, and coaches overlap, especially in client consultations.
• Marketing vs. Operations: Who Does What? (00:10:37): Clarifies the division between marketing services and shop operations, and where coaches step in.
• Consultative Role of Agencies (00:11:22): Agencies are increasingly expected to provide business advice, not just marketing services.
• Ongoing Agency-Shop Owner Relationship (00:12:04): Importance of proactive communication and evolving strategies between agencies and shop owners.
• Responsibility for Results: The "Finger Pointing" Problem (00:13:08): Addresses confusion when multiple providers are involved and how to identify who is responsible for issues.
• Case Example: Adjusting Marketing Services (00:13:43): Shares a real-world example of shifting marketing tactics based on client needs and results.
• Shop Owner Time Investment (00:14:19): Discusses the time commitment required from shop owners for effective marketing collaboration.
• Shop Owner Involvement and Results (00:14:34): Highlights that more involved shop owners see better marketing outcomes.
• Trust and Choosing Who to Believe (00:16:57): Advice on how shop owners should decide whom to trust when providers disagree.
• Variability in Provider Experience (00:19:27): Notes that experiences can vary greatly depending on the specific people involved at each company.
• Sponsor Messages (00:20:37): Additional sponsor advertisements and product features.
• Who is a Good Fit for a Fractional CMO? (00:22:16): Describes shop owner profiles that benefit from a fractional CMO versus those who do not.
• Hands-Off vs. Growth-Oriented Owners (00:23:40): Contrasts shop owners who want to be hands-off with those growing multi-location businesses.
• CMO as Visionary and Liaison (00:24:40): Explains the CMO’s role in understanding and representing the shop owner’s vision.
• Do You Need a CMO if You Have a Marketing Company? (00:25:56): Directly addresses whether a CMO is necessary when working with a marketing agency.
• Strategic Depth: Agency vs. CMO (00:27:08): Compares the level of strategy provided by agencies and what a CMO should add.
• Full-Stack Marketer Myth & CMO Scope (00:28:09): Discusses the unrealistic expectation of a single person handling all marketing functions.
• Firing a CMO: Independence of Services (00:30:26): Clarifies that marketing services can continue independently if a shop owner stops working with a CMO.
• Agency Strategy Scope (00:31:11): Defines the limits of agency strategy—focused on digital services, not all marketing types.
• When a Fractional CMO Adds Value (00:31:38): Identifies scenarios where a CMO is valuable, especially for traditional and community marketing.
• Coach’s Role in Community Involvement (00:32:05): Coaches can advise on community involvement, but not detailed marketing strategy.
• Identifying the Owner of a Problem (00:33:07): Provides examples of who is responsible for solving specific shop problems.
• Problem-Solving Chain: Coach, CMO, Agency (00:34:11): Describes the escalation path for addressing marketing and operational issues.
• Connecting the Dots, Not Finger Pointing (00:35:52): Emphasizes collaborative problem-solving among providers to keep the shop busy.
• Agency as Strategic Partner (00:36:58): Explains how Shop Marketing Pros often act as a strategic partner, not just a vendor.
• Vendor vs. Partner Mindset (00:38:49): Defines the difference between vendors and partners in the context of marketing support.
• Advising Against Self-Interest (00:39:41): True partners are willing to recommend stopping services that aren’t working, even at their own expense.
• Coaching Companies: What They Do (00:41:02): Details the core functions of coaching companies, especially for new shop owners.
• Coaching for Business Fundamentals (00:42:18): Coaches teach business basics, financials, pricing, and team skills.
• Coaching for Technicians-Turned-Owners (00:43:27): Coaches help technicians transition into successful business owners.
• Which Provider to Hire First? (00:43:53): Guidance on prioritizing hiring a coach, marketing agency, or CMO based on business stage.
• Early Stage Marketing Essentials (00:45:29): Outlines basic marketing needs for new shops and when to consider hiring a CMO.
• Cost-to-Value of a Marketing Team (00:48:09): Discusses the value of having a full marketing team and staying current with trends.
• CSM Role Clarified (00:49:04): Defines the Client Success Manager (CSM) role within the marketing team.

Closing Remarks and Feedback Request (00:49:24): Wraps up the episode, requests listener feedback, and promotes other network podcasts.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

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