Fractional marketing is on the rise, enabling firms to tap into top-tier expertise without the full-time cost. In today’s episode of the CMO Series Podcast, Charles Cousins sits down with leading fractional marketer, Helen Cox.  Helen breaks down the common mistakes that appear in marketing and BD, the role a fractional CMO plays and how firms can truly find value in leveraging fractional leadership without the full-time cost.  Helen is a Marketing and Business development consultant and the founder of Helen Cox Marketing. She has successfully worked with numerous firms, helping them re-strategise their marketing and BD plans, and show internal teams how to use AI and technology to work smarter and more effectively. Helen and Charles discuss: Helen’s career journey to becoming a fractional marketer in professional services Helen’s definition of the term “Fractional” and how roles like this fit into the professional services industry When firms can get the most value from a fractional marketer The common mistakes that appear in legal marketing and business development Helen’s successful moments supporting firms and what that looks like Key advice for marketers going fractional  The approaches firms can take to bringing in a fractional leader successfully