Start with the problem in their words
Open the proposal by restating the problem the CEO described, such as a launch with no plan, growth that has stalled or a team with no senior leader. When the first paragraph sounds like their own words, the rest of the proposal reads as a response to their situation instead of a pitch.
Scope the first 90 days
Most CEOs find it easier to agree to a defined first phase than to an open-ended engagement. Describe what you will do in the first 90 days, such as an audit of current marketing, a positioning and channel plan, and the first hires or agency decisions, and what the company will have at the end of it.
Be specific about hours and cadence
State the time you will commit each week or month, the regular meetings you will run and how you will report progress. Specific hours set expectations on both sides and make it easier to talk about changing the scope later.
List the deliverables
Name the documents and decisions the company will receive, such as a marketing plan, a budget, a hiring plan or a dashboard. A short list of concrete deliverables is easier to approve than a long description of activities.
Show the price clearly
Give one clear price and the way it is billed, whether that is a monthly retainer, a day rate or an hourly rate. If you offer more than one option, tie each one to a different scope rather than to a different rate for the same work.
End with one next step
Close with a single clear action, such as a start date to confirm or a kickoff call to book. Then turn the agreed proposal into a written contract that covers the terms in our contract checklist.
Related: what to include in a fractional CMO contract, how to find fractional CMO clients, startups that just raised, open fractional CMO jobs.