The Atlas Rose Podcast

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“We’re not doing marketing.” 
 
Raise your hand if you’ve ever heard a small business owner say that 🙋
 
Even if you’re not “doing” marketing, every email you send, every sales call you make – really, every touchpoint with a prospect or customer…that’s all marketing. The question isn’t whether you’re marketing, but it’s whether or not you’re doing it intentionally.
 
David Cross spent years at P&G and Coca-Cola, ran marketing for private equity-backed B2B companies, and co-founded a startup that sold to a top 20 US healthcare system. These days, he's building his own practice as an Atlas Rose Licensed Fractional Marketer. In this episode, he joins Randi Beth, Monica, and Branden to talk about the marketing gaps in small businesses and ways to get it right. 
 
They dig into the three factors that make or break a successful marketing strategy: knowing your customer, using data to make decisions, and effective execution. Marketing is both an art and a science, but most businesses tip the scales one way or the other. This episode unpacks how to balance both, and why every business, no matter the size, deserves to get there. 
 
Episode Outline
(02:34) What moves the marketing needle across every industry and company size
(07:18) How to spot (and start to fix) a broken marketing program 
(14:32) The "task at hand" exercise: how David earns trust in the first meeting
(26:58) Coaching small business owners through marketing imposter syndrome 
(30:36) Three ways to define marketing that change how you run your business
(36:19) How to test your way forward and break out of the perfectionism loop 
(38:44) Establishing core values vs. key differentiators 
(45:33) Building a sustainable fractional practice with community support 
 
Additional Resources
Learn more about becoming an Atlas Rose Licensed Fractional Marketer 
 
Connect with David
Connect on LinkedIn 
More From Atlas Rose
Learn more on the Atlas Rose website
Follow Atlas Rose on LinkedIn
Follow Branden on LinkedIn
Follow Monica on LinkedIn 
Follow Randi Beth on LinkedIn
Watch this episode on YouTube

Is the Storyteller the Most Influential Person in the Room?

The hardest part of being a fractional CMO isn't creating the strategy or even the tactical execution. It's building trust with clients who resist change, forget the ‘why’, and make you feel like you're constantly running defense. 
 
Wendy Wilburn knows that dynamic well, but more importantly, she knows how to break the cycle. She's  the founder of Wendistry, her fractional practice, and a Certified StoryBrand Guide. In this episode, Wendy joins Randi Beth, Monica, and Branden to talk shop about how to create a sustainable (and enjoyable!) career as a fractional CMO. 
 
Together, they explore how to work alongside a client while maintaining the strategic “outsider” perspective that fractionals are hired for. Wendy shares tangible tips for how to drive results through education and storytelling. She also outlines exactly how she uses the StoryBrand framework to create ‘aha moments’. Plus, Wendy closes with direct advice to fractionals: trust your experience and stay radically consistent in your message and presence. 
 
Episode Outline
(01:49) Wendy’s early entrepreneurialism and unconventional path to fractional marketing 
(09:45) A simple way to stay grounded and reconnect with your North Star 
(14:34) Communicating the value of the varied experiences you bring to the table 
(20:54) How to work WITH resistance instead of AGAINST it 
(25:21) Why business owners see marketing as a necessary evil — and what to do about it 
(32:07) Challenging the the narrative that the CMO position is the least respected one in the C-suite 
(35:18) The teaching side of the fractional role nobody talks about 
(41:52) What we can learn from Lululemon about target customers and product iteration 
 
Additional Resources
Cassandra Speaks: When Women Are the Storytellers, the Human Story Changes Hardcover by Elizabeth Lesser 
StoryBrand
 
Connect with Wendy 
Connect on LinkedIn 
Website 
More From Atlas Rose
Learn more on the Atlas Rose website
Follow Atlas Rose on LinkedIn
Follow Branden on LinkedIn
Follow Monica on LinkedIn 
Follow Randi Beth on LinkedIn
Watch this episode on YouTube

It's Really Freaking Hard to Run a Fractional Marketing Company & Here's Why

You grow companies for a living, but your own business gets the crumbs.
The fractional executive space has grown 57% since 2020, which means more competition, more noise, and more pressure to land clients while serving the ones you already have. Most fractional CMOs are riding revenue highs and scrambling through the lows, usually alone, with no real system and no one to call when a client goes sideways.
In this episode, Branden, Monica, and Randi Beth pull back the curtain on 14 years of building a multi-fractional practice. They cover the mindset shifts and systems that separate fractional marketers who build lasting client relationships from those who burn through them. Plus, the team speaks on hard-won lessons, like how to earn the CMO title and spot bad-fit clients before they drain your time and confidence. 
 
Episode Outline
(02:35) Reflecting on how the ‘fractional’ role has evolved in the past 5+ years
(07:45) Shifting from consultant to integrated leader 
(19:16) Tips for building trust through 12-month roadmaps, self-accountability, and servant leadership
(25:55) How to know when it’s time to break up with a client 
(34:34) The simple shift turned a 2-year drought into 100 deals sold in a year 
(39:27) Budget-friendly ways to scale through community 
 
Additional Resources
The Snowball System by Mo Bunnell Join us Mondays at 2:30pm EST for Fractional Marketing Biz Dev sessionsJoin us Wednesdays at 12pm EST in The Bourbon Room
 
More From Atlas Rose
Learn more on the Atlas Rose website
Follow Atlas Rose on LinkedIn
Follow Branden on LinkedIn
Follow Monica on LinkedIn 
Follow Randi Beth on LinkedIn
Watch this episode on YouTube

Integrating Marketing Into a Business Operating System with Pinnacle Guide Mitch Lewandowski

Too often, marketing is treated as the "department of pretty things" or quick fixes, rather than strategic drivers of business growth. In this episode of the Atlas Rose Podcast, we’re joined by Mitch Lewandowski, a Certified Pinnacle Guide, to discuss how to claim your seat in the boardroom by integrating into the business’s operating system rather than just pitching another campaign.
 
Mitch challenges the belief that marketing leaders need to be independent heroes who have all the answers. Instead, we discuss the freedom found in interdependence. For the fractional marketer, this means dropping the facade of being the smartest person in the room and leaning on a team (and a proven framework) to drive value. 
 
Monica and Branden also reflect on how Atlas Rose operated before implementing a framework, describing the shift from frantic whiteboard sessions to strategic clarity. We wrap up with a reality check on vetting clients, discussing how to distinguish between business leaders who want a true strategic partner and those who simply want a vendor to execute on ideas. 
 
Episode Outline
(02:16) How to click your marketing system into a business’s operating framework
(04:05) Mitch’s wake-up call: Why high revenue doesn't mean a healthy business 
(10:58) Interdependence > independence 
(16:45) Why trying to be the smartest person in the room kills your credibility 
(25:54) Using structure to create the mental freedom to innovate
(32:24) Unpacking the objection that systems are too expensive 
(43:33) How to respond to a client who is only looking for marketing magic tricks
 
Additional Resources
Learn more about Pinnacle 
Learn more about Entrepreneurial Operating System (EOS) 
 
Connect with Mitch
Connect on LinkedIn 
Website 
 
More From Atlas Rose
Learn more on the Atlas Rose website
Follow Atlas Rose on LinkedIn
Follow Branden on LinkedIn
Follow Monica on LinkedIn 
Follow Randi Beth on LinkedIn
Watch this episode on YouTube

(VIDEO) Why Your Marketing Needs a Methodology, Not a Magic Bullet

Hey, small business marketers, ever feel like you’re chasing the next big thing—LinkedIn posts, lead gen tools, or some shiny new tactic—without a clear plan? In Episode 03 of the Atlas Rose Podcast, we’re diving into why that chaos happens and how a solid methodology can fix it. Monica Spieles, Randi Beth Burton, and I break down the trap of cookie-cutter marketing, the power of asking the right questions, and why you’ve gotta stop being a one-trick pony. We share hard-earned lessons from Atlas Rose’s journey, including how to surround yourself with experts and “fix it once” with tools that work. If you’re ready to lead your clients’ marketing with confidence and clarity, this episode’s for you. Hit play, subscribe, and let’s get strategic!
Guest Introduction:
Alright, folks, I’m pumped to have Monica Spieles and Randi Beth Burton with me today. These two are rockstar fractional CMOs at Atlas Rose, bringing years of experience in guiding small businesses through the marketing maze. Monica’s a pro at untangling complex client challenges, while Randi Beth’s knack for asking the right questions cuts through the noise. Together, they’re here to share why a methodology beats chasing trends every time.
Key Takeaways:
Stop chasing shiny objects—without clear goals, you’re just running in circles, and that’s a headache for any marketer.
A methodology isn’t a rigid checklist; it’s a fluid framework that adapts to each client’s unique “broken arm.”
Surround yourself with experts who are sold out for their craft—SEO, video, whatever—to strategically deploy the right tactics.
Ask the tough questions, like a doctor diagnosing a patient, to uncover what clients really need, not just what they think they want.
Fix problems once with reusable tools, so you’re not reinventing the wheel every time you face a challenge.
Entertain and educate—make your clients excited to learn, or your strategy won’t stick, no matter how smart it is.
Chapter Markers:
0:00 Intro
0:05 The Problem with Chasing Marketing Trends
1:08 Why Goals Matter in Marketing Strategy
2:30 Atlas Rose’s Journey: Moving Beyond Cookie-Cutter Plans
5:04 The Broken Arm Analogy: Fixing What’s Really Wrong
8:21 Asking the Right Questions Like a Good Doctor
10:41 Avoiding the One-Trick Pony Trap
13:34 Building a Support Network of Experts
19:20 Learning from Problem Clients and Fixing It Once
26:51 The Power of Educating and Entertaining Clients
30:25 Closing Thoughts and Key Lessons
Keywords:
Branden O’Neil, Monica Spieles, Randi Beth Burton, Atlas Rose Podcast, fractional CMO, marketing strategy, small business marketing, marketing methodology, client goals, marketing tactics, business leadership, marketing tools, strategic marketing, marketing challenges, small business growth

(AUDIO) Why Your Marketing Needs a Methodology, Not a Magic Bullet

Hey, small business marketers, ever feel like you’re chasing the next big thing—LinkedIn posts, lead gen tools, or some shiny new tactic—without a clear plan? In Episode 03 of the Atlas Rose Podcast, we’re diving into why that chaos happens and how a solid methodology can fix it. Monica Spieles, Randi Beth Burton, and I break down the trap of cookie-cutter marketing, the power of asking the right questions, and why you’ve gotta stop being a one-trick pony. We share hard-earned lessons from Atlas Rose’s journey, including how to surround yourself with experts and “fix it once” with tools that work. If you’re ready to lead your clients’ marketing with confidence and clarity, this episode’s for you. Hit play, subscribe, and let’s get strategic!
Guest Introduction:
Alright, folks, I’m pumped to have Monica Spieles and Randi Beth Burton with me today. These two are rockstar fractional CMOs at Atlas Rose, bringing years of experience in guiding small businesses through the marketing maze. Monica’s a pro at untangling complex client challenges, while Randi Beth’s knack for asking the right questions cuts through the noise. Together, they’re here to share why a methodology beats chasing trends every time.
Key Takeaways:
Stop chasing shiny objects—without clear goals, you’re just running in circles, and that’s a headache for any marketer.
A methodology isn’t a rigid checklist; it’s a fluid framework that adapts to each client’s unique “broken arm.”
Surround yourself with experts who are sold out for their craft—SEO, video, whatever—to strategically deploy the right tactics.
Ask the tough questions, like a doctor diagnosing a patient, to uncover what clients really need, not just what they think they want.
Fix problems once with reusable tools, so you’re not reinventing the wheel every time you face a challenge.
Entertain and educate—make your clients excited to learn, or your strategy won’t stick, no matter how smart it is.
Chapter Markers:
0:00 Intro
0:05 The Problem with Chasing Marketing Trends
1:08 Why Goals Matter in Marketing Strategy
2:30 Atlas Rose’s Journey: Moving Beyond Cookie-Cutter Plans
5:04 The Broken Arm Analogy: Fixing What’s Really Wrong
8:21 Asking the Right Questions Like a Good Doctor
10:41 Avoiding the One-Trick Pony Trap
13:34 Building a Support Network of Experts
19:20 Learning from Problem Clients and Fixing It Once
26:51 The Power of Educating and Entertaining Clients
30:25 Closing Thoughts and Key Lessons
Keywords:
Branden O’Neil, Monica Spieles, Randi Beth Burton, Atlas Rose Podcast, fractional CMO, marketing strategy, small business marketing, marketing methodology, client goals, marketing tactics, business leadership, marketing tools, strategic marketing, marketing challenges, small business growth

(VIDEO) How Marketing Lost Its Seat in the Boardroom – And How to Get It Back

Hey everyone, Branden O'Neil here from Atlas Rose. In this episode, we unpack why marketing got kicked out of the boardroom and turned into a crapshoot of tactics and false promises. From its roots in ancient Mesopotamia bazaars to today's self-inflicted wounds by overhyped marketers, we dive into how the industry broke itself and left small businesses frustrated and stuck. We talk real strategy: starting with business goals, aligning with personal vision, and adopting a proven methodology to make marketing a true growth engine again. No more Vegas bets – just solid frameworks that energize your business. If you're a small business owner tired of wasting money on shiny tactics, tune in and let's get strategic. Follow us on LinkedIn for more tips!
Guest Introduction:
It's the Atlas Rose crew again: me, Branden O'Neil, with Randi Beth Burton and Monica Spieles. Over 13 years, we've seen the marketing trenches up close, from my Dave Ramsey days to coaching hundreds of small businesses. We're passionate about fixing what's broken in our industry and sharing methodologies that actually work.
Key Takeaways:
• Marketing started simple – just communicating goods in ancient bazaars – but we broke it by turning it into overhyped tactics, removing it from real business strategy in the boardroom.
• Don't treat marketing like a Vegas gamble; if it's just quick wins and low-hanging fruit without tying to business goals, you're setting up for failure and frustration.
• Start with personal and business goals – marketing goals only exist to fulfill those, so misalignment creates inauthentic brands and wasted efforts.
• Watch for red flags: If a marketer only pitches what they're good at, run – they're selling services, not strategy tailored to your needs.
• Adopt a proven methodology like ours at Atlas Rose; it's built from years of reps, not guesswork, to make marketing efficient and growth-focused.
• Even without a full plan, pause for 10 minutes on goals – it sparks clarity, blue ocean ideas, and aligns your team for real progress.
Chapter Markers:
0:00 Intro and Defining Marketing
1:10 Prospect Calls and Mismatched Definitions
2:35 Origins of Marketing – Flintstones to Mesopotamia
5:17 Self-Inflicted Wounds in the Industry
7:21 Asking the Right Questions for Strategy
9:25 Instant Gratification vs. Big Picture
10:37 Marketing as a Gamble – Undoing the Damage
13:06 Parallels to Other Industries
18:10 Approaching Marketing Strategically
21:07 Starting with Business and Personal Goals
23:12 Client Story: Stretch Goals Redefine Plans
25:54 Wrapping Up – Align Goals to Avoid Chaos
26:01 Red Flags and Makeup Counter Analogy
28:07 Sponsor Shoutouts and Close
Keywords:
Branden O'Neil, Randi Beth Burton, Monica Spieles, Atlas Rose Podcast, marketing history, marketing strategy, small business growth, business goals, marketing methodology, fractional CMO, marketing tactics, boardroom strategy, Dave Ramsey, Pinnacle Guide, marketing frameworks

(AUDIO) How Marketing Lost Its Seat in the Boardroom (And How to Get It Back)

Hey everyone, Branden O'Neil here from Atlas Rose. In this episode, we unpack why marketing got kicked out of the boardroom and turned into a crapshoot of tactics and false promises. From its roots in ancient Mesopotamia bazaars to today's self-inflicted wounds by overhyped marketers, we dive into how the industry broke itself and left small businesses frustrated and stuck. We talk real strategy: starting with business goals, aligning with personal vision, and adopting a proven methodology to make marketing a true growth engine again. No more Vegas bets – just solid frameworks that energize your business. If you're a small business owner tired of wasting money on shiny tactics, tune in and let's get strategic. Follow us on LinkedIn for more tips!
Guest Introduction:
It's the Atlas Rose crew again: me, Branden O'Neil, with Randi Beth Burton and Monica Spieles. Over 13 years, we've seen the marketing trenches up close, from my Dave Ramsey days to coaching hundreds of small businesses. We're passionate about fixing what's broken in our industry and sharing methodologies that actually work.
Key Takeaways:
• Marketing started simple – just communicating goods in ancient bazaars – but we broke it by turning it into overhyped tactics, removing it from real business strategy in the boardroom.
• Don't treat marketing like a Vegas gamble; if it's just quick wins and low-hanging fruit without tying to business goals, you're setting up for failure and frustration.
• Start with personal and business goals – marketing goals only exist to fulfill those, so misalignment creates inauthentic brands and wasted efforts.
• Watch for red flags: If a marketer only pitches what they're good at, run – they're selling services, not strategy tailored to your needs.
• Adopt a proven methodology like ours at Atlas Rose; it's built from years of reps, not guesswork, to make marketing efficient and growth-focused.
• Even without a full plan, pause for 10 minutes on goals – it sparks clarity, blue ocean ideas, and aligns your team for real progress.
Chapter Markers:
0:00 Intro and Defining Marketing
1:10 Prospect Calls and Mismatched Definitions
2:35 Origins of Marketing – Flintstones to Mesopotamia
5:17 Self-Inflicted Wounds in the Industry
7:21 Asking the Right Questions for Strategy
9:25 Instant Gratification vs. Big Picture
10:37 Marketing as a Gamble – Undoing the Damage
13:06 Parallels to Other Industries
18:10 Approaching Marketing Strategically
21:07 Starting with Business and Personal Goals
23:12 Client Story: Stretch Goals Redefine Plans
25:54 Wrapping Up – Align Goals to Avoid Chaos
26:01 Red Flags and Makeup Counter Analogy
28:07 Sponsor Shoutouts and Close
Keywords:
Branden O'Neil, Randi Beth Burton, Monica Spieles, Atlas Rose Podcast, marketing history, marketing strategy, small business growth, business goals, marketing methodology, fractional CMO, marketing tactics, boardroom strategy, Dave Ramsey, Pinnacle Guide, marketing frameworks

(VIDEO) The Real Reason Your Marketing Isn’t Working – And Our Fix

Hey folks, Branden here from Atlas Rose. In our kickoff episode, we dive deep into why so many small business owners feel stuck and frustrated with marketing – from shady consultants to overnight CMOs and the social media silver bullet myth. We share our methodology that's helped hundreds of businesses build trust, get clear on their persona, and shout real differentiators from the rooftops. No fluff, just real talk on creating a foundation that energizes your efforts and grows your business without burning out. If you're a small business leader tired of guessing games and ready for a proven system, hit play now. Follow us on LinkedIn for more, and check out our resources to implement this yourself!
 
Guest Introduction:
No external guest this time – it's just us at Atlas Rose: me, Branden O'Neil, alongside Randi Beth Burton and Monica Spieles. We've built this agency from the ground up over 13 years, coaching small businesses knee-to-knee on marketing that actually works. Drawing from my time with Dave Ramsey and real-world trenches, we're here to give it all away generously.
Key Takeaways:
Start with your persona – it's not demographics, it's psychographics. Know what makes your ideal customer tick, and build everything around solving their real problems.
Ditch the noise: Consultants just kick your puppy and run; what you need is a methodology that standardizes marketing for small businesses so it's efficient and effective.
Key differentiators are gold – list what makes you different, filter by what your customer cares about and competitors don't claim, then shout 'em loud.
Marketing is sales in the abstract: Have the same conversation you'd have face-to-face, just over time and channels – tools like personas make it concrete.
You owe it to yourself: Implement frameworks across your business to free up creativity and avoid burnout – we've got resources from podcasts to coaching to help.
No silver bullets: Social media isn't for everyone; focus on foundational principles that last, not flashy trends that crumble.
Chapter Markers:
0:00 Intro
0:22 Welcome and Why We're Here
2:27 Trigger Words: Consultants and Overnight CMOs
5:31 Social Media Myths Exposed
8:45 What Small Businesses Should Do Instead
9:27 Building Your Persona and Foundation
12:32 The Story Behind Atlas Rose
18:27 Frameworks Fuel Creativity
23:06 Marketing as Sales in the Abstract
27:48 Unlocking Key Differentiators
36:37 Episode Wrap-Up and Takeaways
40:56 Next Episode Tease
Keywords:
Branden O'Neil, Randi Beth Burton, Monica Spieles, Atlas Rose Podcast, small business marketing, marketing methodology, key differentiators, buyer persona, fractional CMO, social media myths, Dave Ramsey, Pinnacle Guide, business growth strategies, marketing frameworks, small business tips

(Audio) The Real Reason Your Marketing Isn’t Working – And Our Fix

Hey folks, Branden here from Atlas Rose. In our kickoff episode, we dive deep into why so many small business owners feel stuck and frustrated with marketing – from shady consultants to overnight CMOs and the social media silver bullet myth. We share our methodology that's helped hundreds of businesses build trust, get clear on their persona, and shout real differentiators from the rooftops. No fluff, just real talk on creating a foundation that energizes your efforts and grows your business without burning out. If you're a small business leader tired of guessing games and ready for a proven system, hit play now. Follow us on LinkedIn for more, and check out our resources to implement this yourself!
 
Guest Introduction:
No external guest this time – it's just us at Atlas Rose: me, Branden O'Neil, alongside Randi Beth Burton and Monica Spieles. We've built this agency from the ground up over 13 years, coaching small businesses knee-to-knee on marketing that actually works. Drawing from my time with Dave Ramsey and real-world trenches, we're here to give it all away generously.
Key Takeaways:
Start with your persona – it's not demographics, it's psychographics. Know what makes your ideal customer tick, and build everything around solving their real problems.
Ditch the noise: Consultants just kick your puppy and run; what you need is a methodology that standardizes marketing for small businesses so it's efficient and effective.
Key differentiators are gold – list what makes you different, filter by what your customer cares about and competitors don't claim, then shout 'em loud.
Marketing is sales in the abstract: Have the same conversation you'd have face-to-face, just over time and channels – tools like personas make it concrete.
You owe it to yourself: Implement frameworks across your business to free up creativity and avoid burnout – we've got resources from podcasts to coaching to help.
No silver bullets: Social media isn't for everyone; focus on foundational principles that last, not flashy trends that crumble.
Chapter Markers:
0:00 Intro
0:22 Welcome and Why We're Here
2:27 Trigger Words: Consultants and Overnight CMOs
5:31 Social Media Myths Exposed
8:45 What Small Businesses Should Do Instead
9:27 Building Your Persona and Foundation
12:32 The Story Behind Atlas Rose
18:27 Frameworks Fuel Creativity
23:06 Marketing as Sales in the Abstract
27:48 Unlocking Key Differentiators
36:37 Episode Wrap-Up and Takeaways
40:56 Next Episode Tease
Keywords:
Branden O'Neil, Randi Beth Burton, Monica Spieles, Atlas Rose Podcast, small business marketing, marketing methodology, key differentiators, buyer persona, fractional CMO, social media myths, Dave Ramsey, Pinnacle Guide, business growth strategies, marketing frameworks, small business tips