Building Momentum

How Much Does a Fractional CMO Cost in Construction?

In this episode, Ryan Kovach and Perryn Olson break down one of the most common questions in the construction marketing world: How much does a fractional CMO actually cost, and what are you really paying for? The conversation explores the rapidly growing demand for fractional executives in construction and why more companies are turning away from traditional agency models in favor of strategic leadership without the cost of a full-time executive hire. Ryan and Perryn unpack the wide pricing range in the fractional CMO market, why some services cost $3,000 per month while others exceed $30,000, and how the underlying business models dramatically impact value. They discuss the three most common fractional CMO models in the market: * Hourly/block-of-time fractionals * High-priced consultants with short-term engagements * True long-term fractional CMOs Ryan explains how many traditional fractional models struggle with scalability, execution, and client communication. Companies often end up paying for strategy alone while still needing to hire agencies, freelancers, software subscriptions, and internal teams to execute the work. Perryn highlights how many fractional leaders become trapped managing vendors instead of focusing on growth strategy and executive leadership. The episode also dives into how AltCMO built a different model specifically for construction companies. Instead of simply selling strategy hours, their approach combines executive-level marketing leadership with a full delivery and implementation team, allowing clients to access strategy, execution, and enterprise-level marketing tools under one partnership. Ryan and Perryn also discuss: * Why cheap fractional pricing can become risky for clients * How overloaded fractionals create communication bottlenecks * The hidden costs companies forget to calculate * Why many consultants are not true fractional executives * The importance of collaboration among fractional leaders * How integrated execution teams improve speed and accountability * Why construction companies benefit from niche industry expertise * The value of shared marketing technology and enterprise tools * How businesses should evaluate the right fractional model for their needs The discussion provides a transparent look into the economics, structure, and operational realities of fractional CMO services within the construction industry. Whether you are a contractor, construction executive, or business owner evaluating marketing leadership options, this episode helps clarify what drives pricing and what separates strategic value from expensive overhead. Key Takeaways: * Fractional CMO pricing in construction typically ranges from $3,000 to $30,000 per month * Different pricing models create very different client experiences * Many fractionals provide strategy only without implementation support * Hourly-based models can create communication friction * Cheap fractional services often become unsustainable long term * True fractional leadership should feel integrated into the company * Execution and accountability are just as important as strategy * Shared enterprise marketing tools create significant added value * Industry specialization matters in construction marketing * Businesses should evaluate both pricing and operational structure before hiring Follow AltCMO for more construction marketing insights. LinkedIn: https://www.linkedin.com/company/altcmo/ [https://www.linkedin.com/company/altcmo/]Instagram: https://www.instagram.com/altcmo/ [https://www.instagram.com/altcmo/]Blog: https://altcmo.net/blog/ [https://altcmo.net/blog/] Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ [https://www.linkedin.com/in/c-r-kovach/]Connect with Perryn: https://www.linkedin.com/in/perryn/ [https://www.linkedin.com/in/perryn/]

How Much A Fractional CMO Cost in Construction?

In this episode, Ryan Kovach and Perryn Olson break down a major shift happening across digital platforms: AI-generated content is no longer enough. As Google, LinkedIn, and other platforms evolve their AI-driven algorithms, they’re rewarding true topical authority and penalizing generic, mass-produced AI “slop.” The conversation explores why simply copying and pasting from AI tools is becoming a liability. While AI remains a powerful assistant, platforms are now prioritizing subject matter expertise, consistency, and authentic insight. Businesses that rely on shallow, high-volume content are seeing engagement drop, rankings decline, and visibility shrink. Ryan and Perryn unpack what “topical authority” really means. It’s not about publishing more. It’s about owning specific subjects within your industry, consistently delivering insight, and demonstrating real expertise backed by experience, research, and proven processes. Search engines and social platforms are scanning profiles, content history, connections, and engagement patterns to determine who is truly an authority. They also discuss how LinkedIn’s AI-powered algorithm is shifting engagement toward credibility and relevance. Professionals who consistently speak on focused topics are being rewarded, while those jumping between unrelated themes or relying heavily on automation are seeing reduced reach. The episode highlights the balance between AI amplification and human creation. AI can help organize, refine, and scale ideas, but it cannot replace lived experience, professional insight, and original thinking. The companies and leaders who combine AI assistance with real expertise are seeing measurable growth in domain authority, backlinks, applicant flow, and engagement. The discussion covers: * Why Google is tightening penalties on generic AI-generated content * How LinkedIn’s AI algorithm evaluates credibility and expertise * What topical authority actually means in practice * Why consistency and subject-matter depth matter more than volume * The dangers of engagement pods and bot-driven growth * How AI should be used for amplification, not authorship * The importance of content pillars and silos * Why authentic learning journeys can build authority * How inactivity can hurt rankings just as much as poor content * Why human expertise is still essential in an AI-driven world If you are a construction business owner, marketer, executive, or industry leader trying to navigate content strategy in the age of AI, this episode provides a clear roadmap for building long-term visibility without sacrificing credibility. Key Takeaways: * AI-assisted content is powerful, but AI-generated content alone is risky * Platforms are rewarding real topical authority and expertise * Consistency within focused content pillars drives visibility * Engagement manipulation tactics are being penalized * Authentic, experience-driven insight outperforms generic content * Human oversight and subject matter depth are essential * Inactivity can negatively impact search and engagement * AI should refine your thinking, not replace it * Long-term authority beats short-term engagement spikes * The future of content belongs to experts who stay human Follow AltCMO for more construction marketing insights. LinkedIn: https://www.linkedin.com/company/altcmo/ [https://www.linkedin.com/company/altcmo/]Instagram: https://www.instagram.com/altcmo/ [https://www.instagram.com/altcmo/]Blog: https://altcmo.net/blog/ [https://altcmo.net/blog/] Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ [https://www.linkedin.com/in/c-r-kovach/]Connect with Perryn: https://www.linkedin.com/in/perryn/ [https://www.linkedin.com/in/perryn/]

Episode 40 - Why Fractional Leadership is Emerging in Construction

In this episode, Ryan Kovach and Perryn Olson break down a growing trend reshaping the construction industry: the rise of fractional leadership. What was once rare is now becoming increasingly common, with companies bringing in fractional CMOs, CFOs, CTOs, and other executives to lead critical functions without the cost and commitment of full-time hires. The conversation explores why this shift is happening now. From rising operational costs and talent shortages to advancements in technology and AI, construction companies are rethinking how leadership roles should be structured. Instead of relying on a single in-house executive, businesses are realizing they can access high-level expertise at a fraction of the cost while maintaining flexibility and efficiency. Ryan and Perryn also highlight a major inefficiency in traditional work models: most full-time employees are only productive for a portion of their day. Fractional leaders, on the other hand, are focused, outcome-driven, and able to manage multiple organizations effectively—delivering higher impact in less time. This shift is helping companies overcome the fear that leadership must be “butts in seats” to be effective. The episode explores how fractional executives deliver value beyond cost savings. By working across multiple companies and industries, they gain exposure to diverse challenges, strategies, and solutions. This cross-pollination of ideas allows them to bring smarter, faster, and more innovative solutions to each client they work with, something traditional in-house leaders often lack due to limited perspective. Another key driver discussed is the talent gap in construction marketing and leadership. There simply aren’t enough experienced executives to fill the growing demand across thousands of firms, especially with marketing leadership. The discussion also touches on the leadership side of the equation, why more senior professionals are choosing the fractional path. Flexibility, diversified income streams, and the ability to work across multiple businesses make this model highly attractive. For many, it’s not just a career move, but a smarter way to work and grow professionally. The conversation covers: * How fractional leadership is gaining traction in construction * Why cost, efficiency, and flexibility are driving adoption * The limitations of traditional full-time executive roles * How fractional leaders bring cross-industry insights and innovation * The growing talent shortage in construction leadership roles * Why executives are choosing fractional over in-house positions * How AI and technology are accelerating this shift * The role of efficiency and output vs. hours worked * Why companies are becoming more comfortable with non-traditional leadership models If you are a construction business owner, executive, or marketer trying to understand where leadership models are heading, this episode provides a clear, practical look at why fractional leadership is not just a trend but a long-term shift in how companies build and scale their teams. Key Takeaways: * Fractional leadership is growing rapidly in construction * Companies can access executive-level talent at a lower cost * Efficiency and output are replacing traditional time-based work models * Cross-company experience leads to better problem-solving and innovation * There is a major shortage of qualified leadership talent in the industry * Executives are choosing flexibility and diversified income over single roles * AI and technology are enabling more efficient leadership structures * Fractional leaders provide both strategic and practical value Follow AltCMO for more construction marketing insights.LinkedIn: https://www.linkedin.com/company/altcmo/ [https://www.linkedin.com/company/altcmo/] Instagram: https://www.instagram.com/altcmo/ [https://www.instagram.com/altcmo/] Blog: https://altcmo.net/blog/ [https://altcmo.net/blog/] Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ [https://www.linkedin.com/in/c-r-kovach/] Connect with Perryn: https://www.linkedin.com/in/perryn/ [https://www.linkedin.com/in/perryn/]

Episode 39 - Clients are Using AI to Shortlist Companies

In this episode, Ryan Kovach and Perryn Olson explore a major shift happening in construction and professional services: clients are no longer just using AI to discover companies; they’re now also using it to actively shortlist who they want to work with. The conversation dives into how decision-makers are moving beyond traditional Google searches and using AI platforms like ChatGPT, Claude, and Gemini to evaluate contractors, vendors, and partners based on highly specific criteria. Instead of searching broad keywords, buyers are entering detailed prompts that include location, experience, project types, employee size, industry expertise, and reputation signals to find the best-fit partners. Ryan and Perryn also discuss how AI is beginning to influence procurement and proposal reviews. In industries like construction, where proposals can run dozens or even hundreds of pages, AI is helping clients compare submissions, identify the strongest candidates, and reduce bias in the selection process. The episode then shifts into what companies must do to stay visible and competitive in this new AI-driven environment. From defining a clear ideal client profile (ICP) to publishing transparent, expert-level content, the hosts explain why traditional SEO tactics alone are no longer enough. Companies that clearly communicate their expertise, project experience, employee culture, and differentiators are far more likely to be surfaced by AI and make the shortlist. The conversation covers: * How buyers are using AI to research and shortlist contractors * Why detailed prompts are replacing traditional search behavior * How AI is changing proposal evaluations and procurement decisions * Why transparency and authenticity matter more than ever * How clearly defined ideal client profiles improve AI visibility * Why expert content and topical authority are replacing keyword stuffing * How employee tenure, project experience, and company culture influence AI recommendations * Why businesses can rank well on Google but still be invisible in AI search * How construction companies can position themselves for the next generation of buyers If you are a construction leader, business owner, or AEC marketer trying to stay relevant as search behavior evolves, this episode provides practical insights into how AI is reshaping vendor selection, business development, and digital visibility. Key Takeaways: * AI is now influencing who makes the shortlist, not just who gets discovered * Buyers are using highly detailed prompts to find best-fit partners * Proposal reviews and procurement decisions are becoming more AI-assisted * Generic marketing and outdated SEO tactics are losing effectivenes * Transparency around experience, culture, and expertise builds trust * Ideal client profiles help both humans and AI identify the right fit * Expert-level content is becoming a major competitive advantage * AI visibility requires a different strategy than traditional search rankings * Companies that adapt early will gain a significant market advantage Follow AltCMO for more construction marketing insights. LinkedIn: https://www.linkedin.com/company/altcmo/ [https://www.linkedin.com/company/altcmo/] Instagram: https://www.instagram.com/altcmo/ [https://www.instagram.com/altcmo/] Blog: https://altcmo.net/blog/ [https://altcmo.net/blog/] Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ [https://www.linkedin.com/in/c-r-kovach/] Connect with Perryn: https://www.linkedin.com/in/perryn/ [https://www.linkedin.com/in/perryn/]

1 Thing Series, Part 4

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series with a focused conversation on digital marketing, specifically websites, social media, and content strategy for construction companies. As always, the goal is to deliver quick, practical insights you can apply to your business right away.They start by answering a deceptively simple question: what’s the most important page on your website besides the homepage? The conversation then shifts to trust signals, one of the most overlooked elements on construction websites. Surprisingly, their research found that only a small percentage of contractors actually showcase testimonials, creating a major missed opportunity to build trust and differentiate.They also discuss the growing importance of PR, awards, and third-party validation; not just for credibility with people, but for visibility with AI and search engines. These signals are increasingly influencing how companies rank and are perceived online.Next, they dive into social media strategy. While LinkedIn dominates the construction space, they explore where companies should focus next.The episode also explores the shifting landscape of digital advertising. With changes in search behavior and the rise of AI-driven results, companies are seeing declining performance from traditional Google ads while platforms like Meta continue to grow in influence.They wrap up with one of the most practical segments on content strategy. The episode reinforces a key theme: visibility, trust, and consistency are essential in today’s digital landscape. Companies that invest in the right pages, content, and platforms will have a significant competitive advantage.The conversation covers:Why the careers page is critical for long-term growthHow the About page acts as a key decision-making filterThe most important trust signals for construction websitesWhy testimonials and client validation are underutilizedHow PR and awards impact both credibility and AI visibilityWhere contractors should focus beyond LinkedIn on social mediaWhy Meta platforms are gaining ground in digital advertisingHow changing search behavior is affecting Google Ads performanceThe types of content that drive both recruiting and business growthIf you are a construction leader, business owner, or marketer looking to improve your digital presence, attract better talent, and build stronger trust online, this episode delivers actionable strategies you can implement right away.Key Takeaways:Careers pages are a major driver of traffic and growthYour About page plays a critical role in building trustTestimonials and social proof are often missing, but essentialPR and awards strengthen both brand and search visibilityInstagram and Meta platforms offer strong opportunities beyond LinkedInDigital ad strategies are shifting as search behavior evolvesContent should support both recruiting and brand authorityVisual storytelling is a powerful differentiator in constructionConsistency in messaging and visibility drives long-term successFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/Tagsconstruction digital marketing, construction websites, contractor social media strategy, construction branding, AEC marketing strategy, talent acquisition construction, construction content marketing, trust signals on construction website, contractor SEO, construction business growth