079 - The Art of Fractional Leadership: Inside the World of a Marketing Maven

From marketing to team-building, there are many fields to navigate for the modern artist and creator. Very rarely is there a clear path, and most are faced with the A or B choice of jumping in and taking a big risk or choosing the much safer route of status quo stagnancy.
In this episode of Creativity Excitement Emotion, David passes the mic with fractional CMO, marketing coach, college professor, and TV host extraordinaire Peter Murphy Lewis, who helps make the complicated entrepreneurial path simpler.
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Highlights:
00:17 - Today’s guest, Peter Murphy Lewis
00:29 - What is a fractional CMO?
01:43 - Challenges Pete solves for his customers
04:17 - Interpreting data: How important is human involvement?
09:05 - How is marketing changing with the growth of AI?
13:04 - How artists can improve their marketing
24:25 - When is the right time for a solopreneur to find their first team member?
30:11 - Bass fishing
31:30 - Renaissance man
32:08 - Happiness is reality divided by expectations
33:29 - Success is in the prep work
34:47 - Books that have helped Peter
35:43 - What matters in life
39:18 - Peter’s forthcoming book
42:44 - Concluding thoughts
Summary:
In this wide-ranging conversation, Peter Murphy Lewis shares his expertise as a fractional CMO, discussing everything from data analysis and team building to marketing strategies for artists. With experience as a marketing coach, college professor, and TV host, Murphy Lewis offers practical insights for both established businesses and emerging creatives.
Understanding the Role of a Fractional CMO
A fractional CMO is far more than just a freelance marketer. Key distinctions include:
Experience as a chief marketing officer for medium to large companies
Comprehensive understanding of strategic planning and revenue operations
Deep knowledge of the complete marketing stack
Business acumen including budgeting and team management
Available at a fraction of the cost of a full-time executive ($300-600k salary equivalent)
Common Challenges and Solutions
Murphy Lewis primarily helps CEOs of companies in the $2-15 million revenue range with:
Data Analysis
Making sense of overwhelming amounts of data
Cleaning up "dirty" data
Fixing broken attribution systems
Team Scaling
Hiring and developing talent
Creating effective team structures
Building sustainable growth systems
The Evolution of Marketing in the AI Era
Current Challenges
Over-reliance on automation without understanding basics
Misuse of customer data leading to privacy concerns
Increased sophistication of competitors using data maliciously
Ad blockers and other technological barriers
Successful Approaches
Focusing on human connection and storytelling
Doubling down on personal relationships
Creating targeted, niche communities
Using technology to enhance rather than replace human interaction
Marketing Strategies for Artists
Murphy Lewis offers several key strategies for artists looking to grow their audience and business:
1. Leverage Bartering
Exchange services with other professionals
Find complementary skills that benefit both parties
Use bartering to build relationships and network
2. Document and Repurpose Success
Record testimonials after successful events
Capture positive feedback in the moment
Systematically repurpose positive press across multiple platforms
3. Build Strong Distribution Systems
Utilize existing platforms (CD Baby, Tune Core, BookBaby)
Create multiple revenue streams
Maintain consistent presence across platforms
4. Develop Professional Marketing Materials