How to pick a fractional niche (and stop being a generalist)
A practical framework for narrowing your fractional positioning so referrals get specific and inbound starts to compound.
Generalists get one referral a quarter. Specialists get one a week. The difference is almost always how specifically someone can describe what you do in one sentence.
The 3-axis frame
Function: what role you play (CFO, CMO, Head of RevOps, etc.).
Stage: where the company is (pre-seed, Series A, $5–20M, PE-owned, etc.).
Vertical: what kind of business (B2B SaaS, e-com DTC, healthtech, services, etc.).
Lock 2 of the 3. Locking all 3 is too narrow at the start. Locking only 1 is being a generalist.
The referral test
Tell three friends what you do. A week later ask them to repeat it. If they can't, your positioning is too vague. Sharpen until they can.
Examples that work
'Fractional CFO for Series A B2B SaaS.'
'Fractional CMO for $5–20M e-com brands.'
'Fractional Head of RevOps for PE-owned services companies.'
About fractional niche positioning
What if I narrow and dry up?+
You won't. Narrowing increases referrals because people can finally place you. You can always take adjacent work — you just don't market it.