EPISODE: 167 – SMP vs Fractional CMO vs Coach – What Does Each Do?
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.
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.
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