A marketing lead gives notice. The company realizes nobody else knows which ad accounts exist, let alone how the campaigns are structured.
Why this keeps coming up
Nothing breaks all at once.
The concrete approach
Step 1
List every tool and account with logins transferred through a password manager, not emailed or verbally passed along.
Document the logic behind current campaigns
Document the logic behind current campaigns: why this audience, this budget split, this messaging, not just what is currently running.
Step 3
Include a list of things already tried and abandoned, so the next person does not repeat the same failed experiments.
Step 4
Note any contracts, renewal dates, and cancellation terms with agencies or vendors currently in place.
Schedule a live walkthrough in addition to the written document
Schedule a live walkthrough in addition to the written document; some context never survives translation to paper.
Where this goes wrong
- Handing over logins without transferring ownership of the accounts themselves.
- Documenting only what is running now, with no record of what was tried and why it was dropped.
- Skipping a live walkthrough and relying entirely on the written document.
- Missing contract renewal dates buried in an inbox nobody else can access.
How to tell it is actually working
Bottom line
See exactly what each Fracmo plan ships. Every deliverable and every price is public: $249, $999 and $2,490 a month, month-to-month, with no discovery call to see a number.
See Fracmo pricing →Keep reading
- What is a fractional CMO?: the plain-English 2026 guide
- Fractional CMO cost in 2026: real numbers, including ours
- AI CMO vs fractional CMO: how the models actually differ
- Compare Fracmo to agencies, in-house hires and DIY tools
- All Fracmo blog guides