My name is Paul Whitley, and I help businesses grow exponentially. I am a strategic Fractional CFO and Transformational Technology Leader with extensive experience in creative problem solving, operations management, coaching, mentoring and training. I’m a Servant Leader with a real passion for helping both large and small companies’ setup and implement financial, operational and digital transformation initiatives that improve processes, reduce expense and drive bottom-line profits….

1. Future of the
Fractional CXO

2. Fractional CXO!
Paul Whitley
Fractional CXO – What, Why and How
http://www.c-suitesupport.com/
https://www.linkedin.com/in/paulwhitley/
2

3. What is a Fractional
CXO
What is the benefit of doing Fraction work for companies?
3

4. “ What exactly is a
Fractional executive?
“an executive who devotes a
fraction of his/her time to a
company for any number of
purposes.”
4

5. “Consultant” nature of their
contract
➝ Eliminates the lengthy interview process
➝ Eliminates the long-term commitment
➝ Fills a traditional executive role.
“Probably the most important trait of a successful
Fractional CXO is his/her ability to translate the CEO's
vision into an insightful, measurable, and actionable
business plan.”
5

6. Multiple Clients
Many companies cannot/will not hire a full time Executive
CXO due to the commitment of the Cost
6

8. Punch the “Phase Wall”
All relatively young
companies facing big growth
potential must successfully
pass through phases, or they
won’t grow.
Why consider being a…
….Fractional CXO
Fractional Experience
CXO experience can result
in five to 20 times in
company returns.
However, a proven CFO
might cost two to four times
what a CEO may be paying
the bookkeeper/accountant
8

9. Demand – why might a company
need to consider a Fractional CXO?
Part Time
Smaller and midsize
companies need the
CXO skillset, but
they don’t
necessarily need
one full time, nor can
they afford it.
Interim
When a key
executive leaves it
takes time to fill the
position. Many
rounds of interviews.
In the meantime the
strategy still needs
pushed forward and
the team still needs
leadership.
Proxy
There are many ad-
hoc situations…
It would be great to
have an experienced
resource that could
be the CEO proxy in
these situations,
folks who have
“been there, done
that”.
9

10. The Outsourced
Executive: A Growing
Leadership Staffing
Solution
A fractional CXO is an Executive
leader who becomes a part-time
addition to the C-suite or
executive leadership team of a
company.
S/he brings a seasoned
executive perspective to
crystallize the business strategy
and manage the implementation
of growth.
10

11. 11

12. The Symphonic Effort
12

13. Why a Fractional CXO
Why consider doing Fraction work for companies?
13

14. H. William Gordon, 2017 ©
Independent Workforce Gig Economy
Fractional Employment
The New Workforce

15. The Real Unemployment Rate
What is the actual unemployment rate?
What’s the number?
Show me the math!

16. The Real Unemployment Rate
Published on November 16, 2017 by Jack J. Kelly, The Compliance
Search Group
“I have noticed a disturbing trend develop in
the job market. Over the last year I have
seen a significantly higher amount of older
employees out of work. Additionally, these
people, in their late forties to their fifties,
seem to stay unemployed far longer than
younger people.
Why? Because they cost more money, and
offer honest, truthful advice that companies
don’t want to hear.”

17. Workforce Past
STRATEGISTS ANALYSTS WORKERS
PAST
TODAY
5% 15% 75%
46%10%
UNEMPLOYED
5%
44%
Workforce Present
FUTURE

18. The Real Unemployment Rate

19. The Math
94.7/(320*67.4) = 43.9%
The Labor Department’s Bureau of Labor Statistics reported 9-1-2017 that 94.785
million Americans were not in the labor force in December 2016.
According to the Organization for Economic Co-Operation and Development, there
are 320 million people in the USA of which 67.4% are of working age (ages 15-64).
THE MATH

20. The Real Unemployment Rate
Why is the Unemployment Rate so high?
Automation

21. Americans shift away from traditional jobs: study
http://news.yahoo.com/americans-shift-away-traditional-jobs-study-112122927.html
By Rob Lever
It’s A Gig Economy Now
➝ Washington (AFP) - More than 42 million Americans are part of the independent
workforce, representing a shift away from traditional jobs as more people join sectors
such as the "on-demand" economy, a study showed Tuesday. The study by MBO
Partners covers a variety of professions, but a growing portion of those are made up of
young workers taking "gigs."
➝ The report said the number of independent workers in America is expected to grow from
30.2 million to roughly 37.9 million in 2020, in part due to businesses seeking flexibility
and also because young adults are more comfortable in the lifestyle.
➝ Adding occasional independents, the projected number of US adults working
independently will grow to an estimated 54 million or nearly 45 percent of the private,
non-farm workforce, the group said.
➝ "The independent workforce is thriving, and we're predicting that it will expand at more
than five times the rate of the overall hiring growth in the United States in the next five
years," said Zaino.

22. It’s A Gig Economy Now
“… today’s college graduates will have
a dozen or more jobs by the time they
hit their 30s.”

23. It’s an Automated World
November 29, 2017
As many as 800 million workers worldwide may lose their jobs to robots and automation by
2030, equivalent to more than a fifth of today’s global labor force, according to a report
covering 46 nations and more than 800 occupations by the research arm of McKinsey & Co.

24. Workforce Past
STRATEGISTS ANALYSTS WORKERS
PAST
TODAY
5% 15% 75%
46%10%
UNEMPLOYED
5%
44%
Workforce Present
FUTURE
40% 50%10%
50%

25. Labor accounts for the lion’s
share of a supermarket’s
operating costs. In 2015, the
industry employed 3.4 million
workers nationwide, with an
average grocery store employing
89 workers.
With low payroll, profits could be
huge. Amazon’s store calls for
operating profit margins north of
20 percent, compared with an
industry average of just 1.7
percent.
It’s an Automated World

26. It’s A Gig Economy Now

27. 27
85% of Customer Interactions Automated
➝ By 2025, 85% of interactions with customers will
be automated, said Hurd, CEO of Oracle, noting
that customer experience is fundamentally
changing. AI-based digital assistants increase
productivity and humanize the experience, AI-
driven analytics helps business understand the
complexity of all customer needs, and the
Internet of Things brings customers closer to the
companies that serve them.

28. And If It’s Not Automated, It’s Outsourced
At large firms, 20% to 50% of the total
workforce often is outsourced, according to
staffing executives.
Feb. 2, 2017 12:41 p.m. ET

29. How do I become a
Fractional CXO
How do I find companies for Fraction work?
29

30. Starting Your Own…
…Fractional Business
30
Resume /
Bio
Personal
and Product
Branding
LinkedIn
Personal
Marketing
Fractional
Building
Blocks

32. 11
POSITIVE
INTENTION

33. 22
CHANGE
PERSPECTIVE

34. Before you begin…
Physical and Mental assessment
⇾ Appearance
￫ Physical
￫ Wardrobe
⇾ health
⇾ attitude
Professional assessment
⇾ What do you want to be known for
⇾ What are you known for
⇾ What makes your different
⇾ How have you been successful in
the past
⇾ What are your areas of expertise
⇾ How recognizable are you
⇾ What is your greatest professional
achievement

35. Fractional Business Tools
Resume and Bio
Evolving Document
Focuson Accomplishments, not Responsibilities
Optimize Key words
Post Up to 3X Weekly
Advice
Case Studies, Articles
Connect
Activity
Groups
Professional Colleagues and Friends
Create Your own Group- Accountability

36. Personal Branded Introduction
Paula Calise
© 2018 Linked Executive Search, LLC
https://www.linkedin.com/in/paulahardtofilljobs/

37. The Nitty Gritty of
Personal Branding
• Describing yourself authentically to your
network, potential employers and the world
at large. Who you are.
• Personal branding gives you the power to
come across honestly, clearly and powerfully.
Will Wegert
• You get to define how the world sees you.
Fast Company, 2018
Origins: 1997 Fast Company, Tom Peters started people talking about Personal
Branding.

38. Just the Personal Brand
Introduction
• Distillation of your professional life
• Understandable
• Authentic
• Meaningful
• Differentiator
Jumping off point for offering a deeper understanding
of who you are as a professional

39. What Personal
Branding is Not
• An advertisement for your employer
• Bragging
• Everything you have ever accomplished
• Just a one-liner, it had depth too
• Lifelong, permanent
• Something that your career can afford
to be without

40. Why spend time on this?
Many uses.
• Networking introduction
• LinkedIn profile
• Top of your resume
• Job interviews: “Tell me about yourself”
• Casual networking: plane flights, waiting in line, etc.
• Opportunities in your company, talk with senior
executives/position yourself to be recognized
• For job seekers, it informs your job search and the
defines companies that want you.
• Job target market.
It may be a lot of work to craft your personal brand
introduction upfront, but very durable!

41. How to Get to
Your Personal Branded Intro
Listen for patterns in one of these 4 ways.
This is your essence.
• Talk through no fewer than 6 successes / accomplishments /
completions
• Perspectives: your client, your boss, your peer, your employee, your
mentor.
• Describe yourself, the long version. Can be exhaustive, write it out.
• Deeply investigate your biggest baddest accomplishments
Step One
Force yourself to see the forest for the trees.

42. How to Get to…
Your Personal Branded Intro
Step Two
Create Capstone Personal Branded Introduction
SHORT - 10 words or less
Pillar1:
AdditiveorSupportiveofYour
Capstone
Internal Intro Platform
Pillar2:
AdditiveorSupportiveofYour
Capstone
Pillar3:
AdditiveorSupportiveofYour
Capstone
Pillar4:
AdditiveorSupportiveofYour
Capstone

43. Job open 6 weeks to 6 months? Call Me.
CONTACT INFORMATION
EMAIL: paula@linkedexec.com
Phone: 214-316-2519
APPLY FOR POSITIONS AT http://linkedexec.com/jobs/

44. Jackie Bese
AtomicDC.com

45. IMPORTANCE OF
SOCIAL
According to Harvard Business Review:
2010 – 36% of C-Suite Executives on Social
2015 – Risen to 80%
Our estimation results implied that a CEO who was diversely connected
(at the 75th percentile of our diversity index) improved Tobin’s Q by 0.017,
compared with an average CEO (at the 50th percentile). And a CEO who
was less connected (at the 25th percentile) experienced 0.025 lower
Tobin’s Q than an average CEO. To translate the economic magnitude of
this: A 0.017 increase of firm value is equivalent to an $81 million increase
in market capitalization for a median-size firm in our S&P 1500 sample.
Given that the median level of CEO pay of S&P 1500 firms was about $5
million during the sample period, a diversely networked CEO generated an
approximately sixteenfold firm market value increase relative to their
compensation.

46. CEO’s ARE
GETTING IT

47. Jackie’s $20,000 Cup of Twitter Coffee
Social media follower reached out to ask me to join them for a
cup of coffee, what happened next blew me away.
WHY MOST IGNORE SOCIAL MEDIA
1) There’s no time
1) Create content
2) Find content
3) Build a network
2) There’s room for (major) error
3) Don’t know how

48. Getting
Found
Let’s talk about one important digital property you
should have on your company or personal website:
a bio page.
You should have your own that’s complete with:
• Your professional background;
• A high-quality headshot; and
• Links to your LinkedIn and Twitter accounts.
Why does having a bio on your company website
matter? Because prospects will Google you at some
point during the buying process (our analytics tell us
so), and you want to put your best professional foot
forward by having your bio or your LinkedIn profile
rank at the top of search engine results.
YOUR BIO PAGE

49. HOW TO GET
STARTED
1) Get the right Tools
1) Create & Curate Content
2) Share Content
2) LinkedIn Tips
3) Twitter Tips
4) Email List Tips

50. TOOLS
1) LinkedIn Groups
2) Buzzsumo.com ($79/mo)
3) Favorite News Sites (HBR, Forbes, etc)
4) Google
5) Feedly.com (free)
6) Goodreads.com/quotes (free)
Find Content
1) Social - Hootsuite (free trial - $29/mo)
2) Email Marketing – MailChimp.com
Sharing Content

51. EMAIL – GROW YOUR LIST!!!!
Text-to-Join
Business Cards
Export LinkedIn Contacts
Exit Intent
Instant Offers
Landing Pages
Integrate
Segment
Provide Value!

52. PARTING
TIPS
1. Be consistent across networks
2. Remember to use hashtags
3. Create or curate content
frequently
4. Share others content
5. Connect & comment
6. Stay on Topic
Tips

53. A LinkedIn Branding Presentation with Terry Sullivan
Master the Power of
Social Selling

54. • Founder of buzzpro
• Integrated Marketing and
LinkedIn Social Selling
Strategist, Trainer & Speaker
• More than 20+ years B2B
Marketing Leadership Success
• Certified Social Media Specialist
with Splash Media University
• Hootsuite University Certified
Terry Sullivan
Founder buzzpro
Your buzz is our bizz…

55. Personal Branding Elements

56. Online Branding Elements

57. Entrepreneur/Sale Professional
Show How Your Company Solves their Problems

58. Job Seeker
Use Quantified Success Bullet Points

59. What is Social Selling?
Social Selling is the process of using social
media to find, connect and develop
relationships with your key contacts and
prospects over time.
Terry Sullivan, Buzzpro, LLC

60. Why use Social Selling?
…over 90% of decision makers stated
they will not buy from a cold call or an
unsolicited email.
Sergery Gusarov, “Social Selling Facts”

61. Why use Social Selling?
A 2015 survey found that 77% of B2B
buyers did not speak with a sales person
until after they had performed independent
research online.
Tom Martin, “Sales Strategies so Sell to Self Educated B2B Buyers”

62. Why use Social Selling?
72.6% of salespeople who use Social
Media outperform their colleagues who
aren’t using it.
Megan Keaney Anderson, “The 5 Social Media Metrics Your CEO
Actually Cares About”

63. Create a Search-Optimized Profile
Network & Create Engagement
Develop a Strong Online Brand
Become an Active LinkedIn User
Social Selling Goals…

64. SERVICE IS A SIMPLE PROCESS…
➝ START A CONVERSATION
➝ ASSESS THE WANTS AND NEEDS
➝ LEAD THEM THROUGH A PRESENTATION
➝ ELIMINATE THE FOG
➝ SECURE THE CLOSE

65. Artificial
Intelligence
Example of a business tool
today to use for meetings,
introductions, pitching a
client, landing a gig or
landing a job Place your screenshot here
65

67. Where do you fit…
…in this picture?

68. 5 Stages of a Business Lifecyle

69. Let’s review some concepts
What?
“an executive who
devotes a fraction of
his/her time to a
company for any
number of purposes.”
Why?
"By 2025, 85% of
interactions with
customers will be
automated” And If It’s
Not Automated, It’s
Outsourced
How?
Resume / Bio
Personal Branding
LinkedIn
Personal Marketing
Personal Brand
Describing yourself
authentically to your
network, potential
employers and the
world at large.
Who you are.
Social Selling
…77% of B2B buyers
did not speak with a
sales person (applicant,
sic) until after they had
performed independent
research online.
Digital Marketing
In 2010, only 36% of
CEOs were engaged in
Social Media
As of 2018, JPMorgan
reports 88% of C-Suite
Executives use Social
Media
https://commercial.jpmorganchase.com/pages/commercial-banking/executive-connect/how-social-executives

70. Thanks!
Any questions?
You can find me at
➝ https://www.linkedin.com/in/paulwhitley/
➝ pwhitley@c-suitesupport.com