From Finance Executive to Global CEO: The Trust-First Framework That Built a 40-Person Consulting Firm

"I look to fail every day."

Not exactly what you'd expect to hear from someone who built a 40-person global consulting firm from scratch. But Chris Ortega isn't your typical fractional CFO. While most consultants obsess over closing deals and perfecting pitches, Chris took a radically different approach: give away your best insights for free and watch the clients come to you.

The Origin Story: From Side Hustle to Global Practice

Before launching Fresh FP&A, Chris was already living the double life many aspiring consultants know well - full-time corporate job, side hustle helping SMBs with financial strategy. After helping build and sell a company to SAP, he found himself at a crossroads.

"I knew what it took to transform and scale finance teams," Chris reflects. "But I felt like there needed to be a fresh perspective brought to finance."

Maybe it was destiny - his initials are literally "CEO," something his mother pointed out early in life. But more likely, it was his methodical approach to building trust that made the difference.

Flipping the Traditional Sales Playbook

Here's a wild idea: what if your outbound strategy wasn't focused on getting clients at all?

Sounds crazy, right? But that's exactly how Chris built Fresh FP&A, serving companies from $1M to $70M across three continents. Instead of the usual "let me tell you about our services" pitch, he leads with pure value - sharing insights, reports, and guidance that CEOs can actually use.

"Give people so much information that they're like, 'Man, I can't believe they got on a call with me for 20 minutes and gave me so much great information,'" Chris explains. The result? When these CEOs need financial leadership, guess who they call?

Three Pillars of Growth

Fresh FP&A's growth strategy rests on three core channels:

1. Client Referrals: "When you do a great job for clients, they refer other people to you. These are super hot leads."
2. Fractional Partner Network: Building relationships with other fractional executives (CMOs, CHROs, COOs) creates a powerful referral ecosystem.
3. Trust-Based Outreach: Instead of pushing for immediate sales, focus on nurturing relationships and providing value.

The Fatal Flaw in Most Consulting Practices

If you're like most consultants (especially those with deep technical expertise), you probably think building a successful practice is about proving how smart you are. Chris learned that's exactly backward.

Every great client relationship, he argues, needs two things:

• Trust
• Competency

But here's where most get it wrong: they lead with competency, trying to be the smartest person in the room. Instead, Chris focuses on showing he understands their world:

• The 3 AM worries about cash burn
• That knot in your stomach when you can't see six months ahead
• The constant juggle of products, sales, and marketing while finance takes a backseat

Finding Your Sweet Spot

One crucial mistake Chris sees? Trying to be everything to everyone. "A common mistake a lot of fractional CFOs take is they take this shotgun-based approach... they work with everybody."

Instead, he advocates for a laser focus:

1. Look at your actual expertise and experience
2. Identify industries where you have deep knowledge
3. Choose work you genuinely enjoy
4. Start with a "proof of value" engagement (30-60 days)

"Don't let your first paid client be the reason you don't start your business," Chris advises. "The validation you get is way more valuable than the money you'll get in 30 days."

The Content Creation Framework for Busy Consultants

"But I don't have time for content!" I hear you. You're swamped with client work, and the thought of creating content makes you want to curl up in a ball. Chris has a practical solution:

The MVP (Minimum Viable Presence):

1. Pick ONE platform (LinkedIn for B2B)
2. Focus on ONE content type (he suggests video)
3. Use these specific tools:
   • ChatGPT/Claude for content planning and scripts
   • Canva for visuals
   • Video editing tools or freelancers for production

The Content Multiplication Hack:

One 15-minute video can become:

• Multiple short-form clips
• Blog posts
• Social media updates
• Newsletter content
• Thought leadership pieces

"Technology is how you scale," Chris emphasizes. "Your time is not going to scale as fast as technology helps you scale."

The Strategic CEO Mindset

Want to know the real secret to Chris's success? He stopped thinking like a CFO and started thinking like a CEO.

"Most businesses don't scale because everything revolves around one person," he observes. You're the CFO, marketer, salesperson, and office manager. But real growth happens when you start thinking bigger:

Practical CEO Thinking:

1. What's the best use of my time?
2. Where should I invest in expertise?
3. How do current processes scale with 10x clients?
4. What systems need to be built?

His game-changing habit? Quarterly strategy days. "I go find a nice quiet place, spend a day by myself with my notebook, just thinking about the business - not about the reports we need to give or the budgets we're focused on."

The Power of Strategic "No"s

Here's something refreshing: Chris actively seeks out failure. "When you seek failure, those are really the starting points of learning opportunities," he shares.

When prospects say no, he responds with:

• "What could we have done better?"
• "What were our shortcomings?"
• "What did the other company have that we didn't?"

Each "no" becomes valuable market research. "If you get a couple of those no's and you keep tracking that data and you say, 'Man, I was on 10 client calls and we got eight rejections because we don't have this particular service offering' - now that's something for you to think about."

Building Your Trust-First Tech Stack

Chris recommends starting with these essential tools:

1. ChatGPT/Claude for content creation and strategy
2. Canva for visual design
3. LinkedIn as your primary platform
4. Basic video editing software or freelancer
5. Email marketing platform for newsletters

"If you've got ChatGPT and Canva, you've got everything you need to build a marketing motion," he insists.

Your 90-Day Trust-First Launch Plan

Ready to build your own trust-based practice? Here's your roadmap:

Month 1: Foundation

1. Define your ideal client profile (be ruthlessly specific)
2. Audit your expertise and experience
3. Choose your primary industry focus
4. Set up your basic tech stack

Month 2: Content Creation

1. Create your first batch of video content
2. Develop your first lead magnet (report, guide, or tool)
3. Optimize your LinkedIn profile
4. Start your email newsletter

Month 3: Outreach & Optimization

1. Begin targeted relationship building
2. Track and analyze responses
3. Refine your messaging
4. Start building your fractional partner network

The Future of Fractional Leadership

Chris sees a future where success isn't about who can sell the hardest, but who can provide the most value upfront. "When you do that effectively, it practically pre-sells you," he notes.

Remember: You're not trying to close every prospect today. You're becoming the obvious choice when they're ready to buy.

The Last Word

The best part about this approach? It feels authentic. As Chris puts it, "If I can help somebody figure out a problem or find a solution... that's going to come back in return."

Want to see this trust-first approach in action? Connect with Chris on LinkedIn or visit freshfpa.com. Just don't be surprised when he shares his best insights before you even think about becoming a client.

Ready to stop chasing clients and start attracting them? The trust-first framework is waiting. The only question is: Are you brave enough to give away your best stuff?

Mylance

This value-added article was written by Mylance. Mylance takes your marketing completely off your hands. We build the marketing machine that your Fractional Business needs, but you don't have time to run. So it operates daily, growing your brand, completely done for you.

Instead of dangling numbers in front of you, our approach focuses on precise and thoughtful input: targeted outreach to the right decision makers, compelling messaging that resonates, and content creation that establishes trust and legitimacy.

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