The CTO’s Consulting Rate Calculator by Etienne de Bruin
The CTO’s Consulting Rate Calculator by Etienne de Bruin

Updated 1/30/25
Pricing consulting services can be one of the most challenging aspects of working as a fractional CTO. It’s a delicate balance that requires careful consideration and strategic thinking. Set your rate too low, and you risk undervaluing your expertise, potentially leaving money on the table and setting a precedent that undercuts your long-term earning potential.
On the other hand, if you aim too high without adequately justifying your worth, potential clients might walk away, perceiving your services as out of reach or not aligned with their budget expectations. This pricing dilemma is where the CTO’s Consulting Rate Calculator comes into play. We designed this tool to take the guesswork out of this complex process, helping technology leaders set their rates with confidence and precision.
The CTO’s Consulting Rate Calculator is not only a number-crunching tool but also a strategic asset in your consulting toolkit. This calculator helps you align your rates with the real, tangible value you deliver to businesses, considering factors such as your experience, the complexity of the projects you tackle, and the potential impact of your work on a client’s bottom line. Providing a data-driven approach to pricing enables you to clearly communicate your worth to potential clients, backing up your rates with solid reasoning and market insights.
Whether diving into fractional consulting full-time, ready to make it your primary career focus, or simply testing the waters alongside your current role to explore new opportunities, the calculator gives you the clarity and confidence you need to succeed in a competitive market. It empowers you to price your services fairly and competitively, ensuring you’re compensated appropriately for the high-level expertise and strategic guidance you bring.
Common Misconceptions About Pricing Services
You’re not alone if you’ve ever wrestled with setting your consulting rates. Many CTOs fall into familiar traps. One of the most common pricing. Treating your time as the product is tempting, but this undervalues the strategic impact you bring. When you bill hourly, clients start thinking of you as a cost they can cut instead of a partner driving real results.
Another pitfall is underpricing to win the gig. We’ve all been there—second-guessing our value and lowballing to close the deal. But this mindset hurts you in the long run. Most clients have the budget to pay what you’re worth, and the real question isn’t your rate but rather the cost of leaving their problem unsolved. Underpricing leaves money on the table and can erode the respect you need to operate as a trusted advisor.
Then there’s the long-term retainer trap. Retainers can be a great model, but if you set them up to guarantee stability, you risk diluting your value. The focus shifts from delivering high-impact results to justifying a steady paycheck, which can limit your earnings and weaken your impact.
How the CTO’s Consulting Rate Calculator Provides Clarity
The CTO’s Consulting Rate Calculator changes the game by shifting the conversation from “How much time will this take?” to “What value will this create?” The calculator helps you avoid trading hours for dollars by anchoring pricing in measurable business impact and aids you in thinking like a business partner instead of a service provider. Using metrics such as the client’s revenue, team size, and C-suite compensation will clearly show what they can afford and what your work is worth. You will make it easier to justify premium rates and position yourself as indispensable. You will create a narrative that shows your clients how your work solves their biggest challenges, drives innovation, or boosts efficiency. You will confidently ask for your worth and ensure you’re seen as a strategic force, not an expense.
Lessons for Employed CTOs
Leveraging the focus and expertise of a fractional consultant, even if you never plan to work full-time in the consulting world, is a smart crash course in skills that will make you a sharper, more effective CTO.
Here’s what you can take away:
1. Expand Your Problem-Solving Arsenal
When consulting, you often encounter high-stakes situations with limited time and resources. You are forced to assess problems quickly, prioritize solutions, and deliver results with maximum impact. Translating this mindset back to your full-time role makes you better equipped to tackle complex challenges, manage uncertainty, and think strategically under pressure.
2. Understand Your Market Value
Many employed CTOs don’t realize how much the market values their expertise. Stepping into fractional consulting, even part-time, offers a reality check on what your skills and experience are worth. It’s an eye-opener that can help you negotiate better compensation at your current job.
3. Hone Your Communication and Influence
Selling yourself as a fractional consultant requires clearly articulating your value and earning client buy-in. This translates directly into being a stronger communicator at your full-time gig. Whether you’re pitching a new initiative to the board or rallying your engineering team around a vision, these skills are invaluable. The more you practice presenting your value and defending your decisions, the more effective you’ll be in your current role.
4. Think Like a Business Leader
Consulting shifts your perspective. You’re no longer only the tech expert but a partner helping businesses achieve their goals. This forces you to think beyond engineering and consider broader business objectives. Bringing this approach back to your full-time role aligns your technical initiatives more closely with your company’s strategic goals, making you a more impactful leader.
5. Stay Current with Industry Trends
Working with multiple clients as a fractional CTO exposes you to a wider range of technologies, methodologies, and business models. This broad exposure keeps you at the cutting edge of industry developments. You’ll encounter diverse tech stacks, innovative problem-solving approaches, and emerging best practices across various sectors. This wealth of knowledge can be invaluable when returned to your full-time role, allowing you to introduce fresh ideas, anticipate industry shifts, and make more informed strategic decisions. Moreover, this constant learning and adaptation fosters a growth mindset, keeping you agile and forward-thinking in a rapidly evolving tech landscape.
Fractional consulting is a professional development accelerator. Whether you do it to scratch a creative itch or gain new skills, the lessons you learn will make you a better, more well-rounded CTO in your day job. It provides a unique opportunity to broaden your horizons, challenge your assumptions, and continuously refine your leadership skills.
Story of Successful Engagement: Charging What You’re Worth
Gerald M. Weinberg famously said, “If you don’t put a high value on your time, neither will anyone else.” This idea isn’t just theory—I’ve seen it play out in real life.
A few years ago, an Instagram influencer approached me, wanting to transform their business. They were stuck in the grind of one-off course sales and constant ad campaigns, looking to transition to a more sustainable subscription-based model. It was a straightforward project on paper: build a system to turn one-time buyers into loyal, recurring customers.
At first, I considered quoting a modest rate. I knew the project wouldn’t take up all my time, and I assumed keeping it affordable would make it an easy sell. But something didn’t sit right. The client didn’t fully grasp the strategic depth of what I could bring. They saw me as another tech resource, not a partner who could shape their business.
So, I tripled the rate I initially had in mind. Why? I wanted them to take me seriously and recognize the value of working with a CTO who would solve their technical challenges and tackle their strategic goals. I clarified that this wasn’t about billing hours but transforming their business.
The next day, they called back and said yes. The shift was almost immediate. Our relationship wasn’t about micromanaging deliverables or squeezing every dollar. Instead, they came to me with their toughest problems, trusting me to deliver strategic, high-impact solutions.
The result? We successfully launched their subscription model, which quickly gained traction. When it was time to scale the business further, they were ready to hire a full-time CTO, and I stepped away, leaving them in a stronger position than when we started.
The takeaway? Pricing isn’t just about money. It’s about respect. Charging what you’re worth ensures clients see you as a strategic partner, not a task-doer. Framing your work around the value you deliver creates the foundation for a much more successful and fulfilling engagement.
Signs of Readiness for Fractional Consulting
You know that feeling when you’re sitting in a meeting, and your brain screams, “I need something more”? That’s boredom. It’s not a bad thing. It’s a signal. As a CTO, you’re probably wired to solve complex problems, but sometimes, your current role doesn’t offer enough of them. Fractional consulting scratches that itch. It gives you a chance to step into different businesses, tackle unique challenges, and feel like you’re making a difference again.
Or maybe you’re craving some instant gratification. Working full-time is a long game. Today’s decisions might not show results for months, even years. With consulting, you get to see the impact of your work almost immediately. Dive in, solve a problem, deliver value, and see results in a matter of weeks. It’s energizing.
Another clue? You’re curious about what you’re worth. Losing sight of your market value is easy when you’re in a full-time role. Stepping into consulting—even part-time—can give you a reality check. Are your skills in demand? Are you charging what you’re worth?
Fractional consulting doesn’t have to be a full-time commitment right away. You can dip your toes in the water with a side gig. It’s a great way to test the field without walking away from the stability of your current role.
Thriving in a Competitive Market
A successful consultant knows how you show up for their clients.
Generosity goes a long way. You don’t have to make it about the hours you bill. Instead, make it about the little things—offer quick advice, respond to an email promptly, or jump on a call to help solve a problem. That stuff builds trust, and trust keeps clients coming back.
But there’s a flip side. You’ve got to know when to say no. Not every project is the right fit, and that’s okay. When you’re upfront about your limitations, you show clients that you care more about their success than just landing the contract. That honesty builds credibility.
Another superpower of an extraordinary fCTO is a firm handle on time management. Make it look effortless. Your clients should feel like they’re your top priority, even if they’re not your only ones. A quick response to an email or a prompt callback can affect how they perceive your value.
Adaptability is a highly valued soft skill. Every client is different, and their challenges, team dynamics, and expectations will vary. The better you are at reading the room and tailoring your approach, the more successful you’ll be.
At the end of the day, you need to learn to solve business problems. When clients see you as someone who gets their big-picture goals and helps them move the needle, you’re no longer just a consultant. You’re a partner.

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