C-Level Marketing Training Program
Operate like a best-in-class CMO and create enterprise value with marketing.
See Pricing
Duration
12 hours
Format
On-Demand Online
Resources
Quizzes & Templates
Who Should Take This Course
Marketers
Level up your marketing and align your marketing strategy with business goals.
- Learn the core concepts to start thinking like a C-level marketer and become a confident strategic leader
- Get the skills and resources to create a prioritized strategy aligned to business goals, and start creating enterprise value
- Get buy-in for resources and marketing budget
- Gain a deeper understanding of what it takes to reach the next stage of your career
CMOs & CEOs
Hit revenue forecasts and get business results by aligning your marketing with business goals.
- Get your marketing to drive more predictable revenue with a data-driven marketing strategy
- Support your marketing team to grow into strategic thinkers and retain your best assets
- Get visibility into marketing data and communicate marketing's impact to investors
- Get buy-in for resources and marketing budget
Investors & Operating Partners
Be an active partner for investments and help portcos' marketing teams hit revenue targets.
- Improve due diligence with a deep understanding of marketing
- Align portco activities with PE objectives
- Direct portco resources to high-impact activities
- Engage and support CEOs and portcos to help them hit revenue targets
- Save money on hiring by levelling up portco marketing teams
What Seasoned Marketers Are Saying About The Program
Why This Program Matters
There's a ceiling on your career progression—unless you start thinking like a C-Level Marketer. And that means learning an entirely different set of skills—skills they don't teach at university. It's like learning a new language and that's what this program is for.
Tactics are not the focus
Tactics lose value as you progress in your career while strategy gains value.
This is why at some point in your career you have to transition from obsessing over tactics towards obsessing over strategy and the big picture.
Being T-shaped isn't enough
Becoming a T-Shaped Marketer is helpful when starting a career in marketing, but can be destructive to marketers later on. It'll help you get promoted to a specialist or manager, but then you'll hit a wall.
When you learn to connect the dots between marketing and other business functions, your odds of getting to a bigger marketing role in your career increase dramatically.
The new CMO
10 years ago, a CMO could get by with expertise in branding and events. They could hand off MQLs to Sales and their accountability would end there.
In the current market, CMOs need to be true business leaders in the organization and play a variety of roles. It isn't enough to specialize in one or two areas.
Operating like a best-in-class CMO involves connecting marketing activities to high-level business objectives, being revenue accountable and communicating across functions.
Who We’ve Worked With
We've worked with 300+ marketers, founders and operating partners at top companies and PE firms to elevate their marketing.
Course Outline
1. Understanding the Business Context
2. Uncovering CEO & Board Expectations
3. TAM & Segmentation
4. Product Marketing
5. Demand Generation
6. Content
7. Strategic Growth
8. Sales Alignment
9. Pricing
10. M&A
11. Team, Budget and Board Meetings
12. Career Progression
Don't wait to level up your marketing skills
1 Student - On-Demand
$3,000
*Prices listed in USD
Course Topics
1: Understanding the Business Context
- The fundamentals of strategy for different business models
- How high-level business objectives should shape your marketing strategy
- Common marketing mistakes and how to avoid them
- The metrics that CEOs and investors really care about
2: Uncovering CEO & Board Expectations
- The objectives CEOs and boards are really working towards
- The impact of fundraising models on business priorities
- How to shape strategic priorities based on projections
- How to support the investment thesis for your business
3: TAM & Segmentation
- How to rethink the way you size your market
- How to identify and understand your best-fit customers using data
- How to segment potential customers to target your marketing efforts
- How to allocate your budget across segments to maximize impact
4: Product Marketing
- How to develop personas and ideal customer profiles
- How to create positioning and messaging that converts best-fit customers
- How to build a strategic narrative that differentiates your company from competitors
5: Demand Generation
- How to build the right accountability framework for marketing
- How to audit existing demand gen spend and maximize efficiency
- How to determine the right marketing channels based on the business model
- How to strategically test new channels and programs
6: Content
- How to uncover funnel efficiency
- How to identify buyer journey gaps
- How to determine the content need to support demand gen and sales activities
- How to build a prioritized content roadmap
7: Strategic Growth
- The differences between operational effectiveness and strategy
- How to use company strategy to guide department strategy and functional strategy
- How to structure the right go-to-market for your strategic approach
8: Sales Alignment
- The miscommunications that lead to tension between Sales and Marketing
- How to improve alignment with data
- How to identify the sales enablement materials needed
- How to support and educate the sales team
9: Pricing
- The untapped opportunity in pricing changes
- How to build a new pricing strategy
- How to advocate for a pricing change to the internal team and investors
- How to approach launching a pricing change
10: M&A
- An understanding of the current M&A market and the process of acquisitions
- The challenges and opportunities M&A presents from a marketing perspective
- How to approach branding, positioning and go-to-market strategy in platform companies
- How to structure a marketing team post-acquisition
11: Team, Budget & Board Meetings
- How to build an org structure that supports the overall marketing strategy
- How to create a prioritized hiring roadmap and secure your ideal candidates
- How to map out the revenue opportunities and prioritize resources
- How to build a comprehensive marketing budget
- How to forecast the impact of your marketing strategy
- How to advocate for the resources you need to scale marketing
12: Career Progression
- Understand the best opportunities for growth
- Marketing career paths and types of CMOS
- Figure out which path is best suited for your skill sets and give you the highest odds of success
- Leapfrogging to CMO
By the end of this program, marketers will have the skills to think like a C-Level Marketer and impact business results.
FAQs
Why should I take this course over other marketing courses?
Will I receive a certificate upon completion?
Are there any prerequisites for this course?
How C-Level Marketers Impact Company Growth
The C-Level Marketing Training Program is delivered by How To SaaS, marketing consultants who help leading private equity firms and their portfolio companies scale marketing and create enterprise value.
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