Summary

In this conversation, Manny Ataebi, CMO of DemoStack, shares his journey from a developer to a marketing leader in the B2B SaaS space. He discusses the importance of seeing direct revenue impact from marketing efforts, strategies for motivating teams, the significance of hiring individuals with 'street smarts', and effective scaling strategies for businesses. Manny emphasizes the need for clear and impactful brand messaging and the value of fractional expertise in driving growth.

Takeaways

• Manny transitioned from development to marketing after realizing the revenue impact of his efforts.
• Seeing direct revenue from marketing initiatives is a powerful motivator.
• Team motivation requires clear communication and understanding of the bigger picture.
• The path to growth is often non-linear and requires resilience.
• Hiring individuals with passion and 'fire in the belly' is crucial for team success.
• Street smarts and common sense cannot be taught; they are inherent qualities.
• Effective brand messaging should avoid jargon and speak directly to the audience's needs.
• Feedback from the market is essential for refining messaging and strategies.
• Fractional expertise can provide valuable insights and accelerate growth for startups.
• Investing in mentorship and continuous learning is key to personal and professional development.

Chapters

00:00
Manny's Journey into Marketing

04:58
Motivating Teams in a Dynamic Environment

10:13
The Importance of Street Smarts

15:01
Scaling Strategies for Success

19:56
Crafting Effective Brand Messaging

25:03
Leveraging Fractional Expertise for Growth

Manny's Linkedin: https://www.linkedin.com/in/mannyanyc/

Fractional Hustle: Episode with Kate Howard

Guest: Kate Howard, Founder of Monday Digital
Host: Stephen Maher

In this episode of Fractional Hustle, host Stephen Maher speaks with Kate Howard, an experienced marketer and fractional CMO from Victoria, Australia. Kate is the founder of Monday Digital, an agency born from frustration with the traditional agency model. She shares how her in-house marketing background shaped a new kind of partnership-driven agency that acts as an extension of internal teams rather than an external vendor.

Together, Stephen and Kate explore:

• Why traditional agencies often miss the mark—and how Monday Digital fills that gap with true collaboration
• The importance of speaking the language of business impact over platform metrics and vanity KPIs
• How to vet ideal clients and walk away from partnerships that don’t align with your values
• Lessons from leading marketing at cult-loved brands like Sheet Society and Frank Green
• Navigating client relationships where empathy, honesty, and high EQ matter more than jargon
• The role of fractional work as both an accelerator for brands in crisis and a launchpad for sustainable growth
• The reality of building a portfolio career, taking risks, and balancing ambition with family life

Kate also opens up about:

• The emotional rollercoaster of starting a business with no safety net
• Why she values speed over perfection, and EQ over ego
• Her evolving role from fractional CMO to equity partner in the brands she believes in
• The power of directness, kindness, and vulnerability in high-performance environments

🔑 Episode Highlights

• "We're not agency people." Kate and her co-founder Emma approach their work as insiders—bringing a deep understanding of internal team dynamics.
• Beyond the brief: Monday Digital frequently advises on product development, team structure, and broader business strategy—not just performance marketing.
• High EQ = High Impact: Kate credits her success to emotional intelligence, direct communication, and leading with values.
• Motherhood & Business: Kate shares her honest experience balancing parenting with entrepreneurship and why “having it all” might not mean doing it all at once.
• Risk and Reward: Despite leaving her job with no income, Kate found financial stability through bold, fast action and a willingness to bet on herself.
• On partnerships: “If I’m going to be away from my family, I’m not f***ing around.”

🔗 Resources & Links

• 🌐 Website: Monday Digital
• 💼 Connect on LinkedIn: Kate Howard
• 📱 Follow: @kateonmondays on Instagram & TikTok

About the Guest:

 In this episode, Stephen talks with Alex Virden. Alex is a seasoned fractional marketing leader based in Baltimore, Maryland. With over 12 years of experience across B2B and B2C sectors, she specializes in product marketing and storytelling. She's also the founder of Twin Thrift Vintage, where she sells curated vintage glassware.

Alex and Stephen discuss:

• "Zero Ego, All Hustle" Philosophy
  Alex shares how she developed a collaborative, no-ego approach to working with cross-functional teams and why ego-driven environments are a red flag for her.
• Why She Went Fractional
  Burnout and toxic workplace culture were driving forces behind her shift to fractional work—plus the freedom to choose values-aligned clients.
• The Challenge of Self-Promotion
  Even experienced marketers struggle to market themselves. Alex opens up about imposter syndrome and getting outside help to build her personal brand.
• Storytelling That Connects
  Messaging isn’t just about buzzwords—it’s about real customer conversations, internal alignment, and emotional resonance.
• The “Armchair Therapist” Role
  Being a fractional leader often means facilitating alignment between teams, coaching clients through internal friction, and creating belief in a shared message.

Resources and Links:

Website: https://alexandravirden.com/
Linkedin: https://www.linkedin.com/in/alexvirden/

In this episode of Fractional Hustle, host Stephen Maher sits down with Zach Messler, a master storyteller with over 20 years of experience in B2B tech marketing. Zach reveals how his deep roots in product marketing evolved into a passion for transforming complex technology into compelling, customer-centered narratives. Through candid stories of corporate highs and lows, he shares the powerful lessons that reshaped his career and messaging approach.

Stephen and Zach explore:
• How a traditional product marketing career paved the way for embracing storytelling as a strategic tool
• The critical role of narrative in connecting with buyers and turning features into solutions
• Real-life lessons from navigating challenging corporate dynamics and reinventing one’s professional identity
• The power of the hero’s journey and other storytelling techniques in crafting memorable brand messages
• Details about his free monthly program, “Nail the Message, Sell More Stuff,” designed to help founders, marketers, and consultants master their messaging

Resources and Links:
Connect on LinkedIn: Zach Messler
Website: ZachMessler.com
Join the conversation at NailTheMessage.com

In this episode of Fractional Hustle, host Stephen Maher sits down with Brian Koffler, founder of DIGS Marketing and a seasoned expert in B2B SaaS demand generation. Brian shares how he transitioned from an in‐house career to launching his own agency helping software companies with lean teams generate predictable, scalable pipeline.

Stephen and Brian explore:
• How to scale demand generation for fast-growing B2B SaaS companies using a strategic mix of paid ads and email marketing
• The challenges and rewards of stepping in as an external, transparent consultant who simplifies complex marketing silos
• Best practices for building and nurturing a warm, engaged audience while safeguarding email deliverability
• The importance of aligning messaging across marketing channels and integrating sales and CRM efforts for consistent growth
• Strategies for setting realistic expectations and establishing a strong foundation for long-term demand gen success

Brian also dives into how his hands-on, no-lock-in engagement model and collaborative approach with internal teams drive impactful results for clients.

Resources and Links:
Website: digsmarketing.com
Connect on LinkedIn: Brian Koffler
Email: brian@digsmarketing.com

In this episode of Fractional Hustle, Stephen Maher sits down with Misha Aguilar, founder of Aguilar Advisory & Consulting. Misha is an expert in SaaS and high-ticket sales, revenue strategy, and leadership development. She shares her journey from a stable corporate sales career to launching her own consulting business—driven by the need for greater control, impact, and financial security after an unexpected layoff.

Stephen and Misha dive into:

• The realities of leaving the 9-5 for consulting and how to build a successful business
• Why company culture isn’t about perks like unlimited PTO, but about leadership and psychological safety
• The CORE framework (Culture, Operations, Revenue, Efficiency) for optimizing businesses
• How to create high-performing sales teams through soft skills, motivation, and strategic hiring 
• The role of sustainable revenue growth and ensuring departments work in tandem
• The power of communication in breaking down silos and aligning leadership with execution

Misha also highlights the importance of balance—between work, family, and personal well-being—as a key factor in long-term success as a consultant and leader.

Resources and Links:

• Connect on LinkedIn: Misha Aguilar
• Aguilar Advisory & Consulting: LinkedIn Page
• Email: misha@leadsellsucceed.com

Welcome to Fractional Hustle, the podcast that dives deep into the world of fractional work and consulting. Hosted by Stephen Maher, we explore the unique journeys of fractional leaders and uncover the insights that help them thrive.

In this episode of Fractional Hustle, Stephen sits down with Chris Belly, founder of Crue, a design agency. Chris shares his journey from Melbourne, Australia, to Indianapolis and the challenges of transitioning his career to the U.S. They dive deep into the open-talent model Chris adopted for his agency, Crue, and its advantages for workers and clients. Chris also discusses his passion for branding, how businesses can align their in-person, human, and digital experiences, and why building a strong personal network is critical in the fractional world.

Additionally, Chris reflects on the importance of balance—through music, physical fitness, and giving back to the community—highlighting his work with the Reboot Project, a nonprofit supporting veterans and first responders.

Resources and Links:

• Connect with Chris on LinkedIn: https://www.linkedin.com/in/cbelli/ 
• Learn more about Crue: https://www.thecrue.co/
• Explore The Reboot Project: https://www.therebootproject.org/

Welcome to Fractional Hustle, the podcast that dives deep into the world of fractional work and consulting. Hosted by Stephen Maher, we explore the unique journeys of fractional leaders and uncover the insights that help them thrive.

In this episode, we feature Caleb Rule, a seasoned fractional CMO and demand generation expert who shares his path from sports journalism to agency leadership to full-time fractional consulting. Caleb opens up about navigating layoffs, discovering his passion for consulting, and building a thriving fractional career. From time-blocking tips to aligning sales and marketing teams, Caleb provides actionable advice for professionals looking to embrace the flexibility and challenges of fractional work.

Whether you're an aspiring consultant, a seasoned fractional leader, or just curious about this growing career path, Fractional Hustle is your go-to resource for real stories, expert tips, and a dash of humor (dad jokes included). Tune in and redefine your career journey with us!

Resources and Links:

• Connect with Caleb on LinkedIn: https://www.linkedin.com/in/calebrule/ 
• Learn more about Caleb's Fractional CMO work: https://ruleyourcompetition.com/  

Hey everyone, welcome to Fractional Hustle, the podcast where we interview consulting experts on their professional backgrounds, how they got into consulting, and what they're doing to make it work.