What 30+ Prospect Conversations Reveal About the Role of Industry Expertise

As fractional CMOs, it’s natural to wonder: 

Do prospects prefer CMOs with industry-specific expertise, or do they prioritize strategic capabilities and transferable skills? 

To answer this, we analyzed over 30 conversations with prospects, spanning both intro and discovery stages. Here’s what the data reveals—and what it means for fractional professionals navigating the sales process.

What the Data Tells Us About Industry Expertise

Through careful review of prospect conversations, one clear pattern emerged: industry expertise is rarely a deciding factor. While it may influence how a prospect perceives your initial credibility, it is far less important than your ability to deliver leadership, strategy, and measurable results.

1. What Prospects Value During Intro Calls

Intro calls are often exploratory, with prospects seeking to understand how fractional CMOs can address their broad challenges.

In these conversations, industry expertise was not explicitly requested. Instead, prospects focused on:

1.Leadership Void:

• “Our marketing efforts are scattered, and no one’s really steering the ship.”

2.Budget Concerns:

• “We’ve spent money on marketing before, and it didn’t pay off—how will this be different?”

3.Customer Understanding:

• “We don’t have a clear picture of who our ideal customer is and why they choose us.”

While industry expertise could help establish credibility in some cases, it was not a prominent driver of initial engagement

2. What Prospects Value During Discovery Calls

Discovery calls dig deeper into specific challenges and explore the details of potential engagements. 

Here, too, industry expertise was not a top priority. Instead, prospects focused on:

1.Customer-Centric Insights:

• “We need to figure out why customers buy from us—or why they don’t come back.”

2.Execution Support:

• “We don’t have the capacity internally to manage this work. Can you take ownership of implementation?”

3.Accountability and Results:

• “It’s hard to justify spending more on marketing without knowing what’s working. Can you show us progress weekly?”

Some prospects even valued a fresh perspective over prior experience in their industry:

• “It’s helpful to have someone outside the industry—they bring a fresh view.”

3. Insights from Converting Prospects

When focusing on the converting prospects—those who became clients—the trend holds: Industry expertise was not a decisive factor. Instead, these clients valued:

1.Clarity in addressing specific pain points, such as customer segmentation or campaign execution.

2.Confidence in a structured process to deliver measurable outcomes.

3.Ability to integrate seamlessly with their team.

For example, one prospect stated:

• “I don’t care so much about knowing our industry as long as you can figure out how our customers think.”

4. When and How Industry Expertise Can Be Valuable

While the data shows industry expertise isn’t a core requirement for conversions, it can still play a role in specific scenarios, particularly in lead generation:

1.Building Credibility in Niche Markets:

Industry-specific content like blogs, case studies, and webinars can attract prospects by addressing their unique pain points.

• Example: “How Healthcare Companies Can Align Marketing and Sales for Better Outcomes.”

2.Overcoming Hesitations in Complex Industries:

Highly regulated sectors (e.g., healthcare, finance) or those with long sales cycles (e.g., SaaS) may perceive industry expertise as a differentiator during the exploratory phase.

3.Strengthening Targeted Marketing:

Tailored outreach campaigns that highlight relevant industry experience can help fractional CMOs stand out in competitive spaces.

5. Key Takeaways

Industry expertise helps build credibility and trust during initial outreach, attracting prospects through targeted efforts. However, to convert them, focus on showcasing strategic leadership, customer insights, and measurable results. While expertise opens doors, proven skills and value ultimately secure conversions.

Success Beyond Industry Expertise

Curious how fractional CMOs succeed regardless of industry expertise? Check out our blog, 3 Small Businesses That Found Success with Fractional CMOs, to see real-world examples of how leadership, strategy, and results-focused approaches overcame unique challenges. These case studies highlight that while industry knowledge can help, it’s the ability to deliver measurable outcomes that truly makes an impact.