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CMO School
From brand to demand, the CMO helps inform everything from go-to-market to long-term growth strategies – arguably one of the most critical functions on the executive team.
During this 8-week comprehensive program, you will learn from some of the top CMO's in the country to discuss strategies, tactics, and novel approaches to help you strengthen all of the dimensions needed in the ever-evolving role of Chief Marketing Officer.
Course details
Enrollment type: Live
Virtual classes: August 7th - September 25th
Enroll by: August 6th
Class time: Wednesdays from 1 pm - 2:30 pm ET
Open to: Executive Members
![Andrea Kayal - CMO School](https://www.joinpavilion.com/hs-fs/hubfs/Headshots%20for%20Pavilion%20University/Andrea%20Kayal%20-%20CMO%20School.png?width=300&height=300&name=Andrea%20Kayal%20-%20CMO%20School.png)
Andrea Kayal, Instructor
Andrea Kayal is currently CRO at Help Scout. Prior, she was CMO at Electric, where she served the Marketing, Sales Development, Business Development, and Partnerships teams. She has over two decades of experience overseeing GTM strategy, demand generation, brand message and design, product, content and customer marketing, customer retention, and more. Additionally, She actively advocates for women's advancement in tech and LGBTQ rights.
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"This was absolutely eye-opening for me. I've spent most of my career in sales leadership roles. My favorite part of CMO School was being the only 'Sales-ish' leader in my cohort class and discussing Sales & Marketing alignment with a crew of Marketers. Game-changing to see the perspective from their eyes."
Brandon Roberts
GM & CRO of North America, Xplor
Course curriculum
This school is designed for marketing leaders seeking advancement into the C-Suite, first-time CMOs looking to learn the ropes, and established CMOs seeking to expand their skills.
Session 1:
Role of the CMO +
Boardroom Best Practices
Led by Andrea Kayal, CMO of Help Scout
By the end of this class, you will be able to:
- Develop a bi-directionally fulfilling relationship with the CEO
- Set yourself up for success from the start by establishing foundations and asking the important questions before you accept a job
- Better focus yourself and your priorities as Chief Marketing Officer
- Adapt your board deck based on the stage of your organization
- Anticipate and learn what your board wants to see from you
Session 2:
Planning for Success:
Budgeting & Attribution
Led by Brandon Young, CMO at Garner Health
By the end of this class, you will be able to:
- Sell your budget internally
- Use benchmarking data to build your budget
- Using budgeting structure (modeling) to build a good budget
- Re-budget and re-forecast
Session 3:
B2B Marketing That Doesn't Suck
Led by Udi Ledergor, Chief Evangelist at Gong
By the end of this class, you will be able to:
- Understand and avoid common marketing failures
- Audit your brand personality, content, events, etc.
Session 4:
Demand Generation
Led by Jen Spencer, CEO of SmartBug Media
By the end of this class, you will be able to:
- Understand different demand generation failures, to know what not to do
- Improve your demand generation immediately with two action items
- Be comfortable with failure
Session 5:
Where and How to Apply Generative AI Across Your GTM Workflows
Led by Elaine Zelby, Co-founder of Tofu
By the end of this class, you will be able to:
- Identify broad areas where generative AI can be applied across marketing and sales workflows
- Generate a list of opportunities for personalization across your company's marketing efforts and ideas for how to get started
- Measure the results and ROI of AI tools and experiments
- Have a framework for thinking about team construction and where to apply human resources vs AI
Session 6:
How to Build, Engage, and Monetize an Owned Audience
Led by Anthony Kennada, Founder & CEO at AudiencePlus
By the end of this class, you will be able to:
- Define a Brand Strategy that inspires your audience
- Produce content in an authentic way that establishes trust
- Leverage rented channels to capture attention
- Build an owned audience of subscribers
- Prove the value of audience engagement on outcomes
Session 7:
Product Marketing
Led by Lauren Decker, Senior Consultant at Carema Consulting
By the end of this class, you will be able to:
- Use product marketing to create consistency, clarity, and momentum for product and feature launches
- Improve your product launches by developing a messaging house, building an end-to-end project plan, creating an internal communication playbook, and more
Session 8:
Ecosystem-led Growth
Led by Alex Poulos, CMO at Crossbeam
By the end of this class, you will be able to:
- Identify if ecosystem-led growth (ELG) is right for your organization
- Understand the impact others in the class have seen from leveraging ELG
- Leverage different ELG plays for marketing
Expected Results
By the end of this school, you will have the knowledge and skills to be able to:
- Use benchmarking data to build your budget and sell it internally
Build out and structure demand generation, product marketing, customer marketing, and content to better drive customer acquisition and revenue growth - Calculate the ROI on marketing efforts using the 7 keys, including asking for organizational goals upfront and getting sales buy-in first
- Drive sales and marketing alignment by creating joint responsibilities and defining joint KPIs
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Course FAQ
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This program is included in the cost of a Pavilion Membership. Not a member? Join now.
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At this time, this program is open to Pavilion Members only. Join Pavilion to enroll for free.
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This school starts on August 7th, and lasts 8 weeks.
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Live, virtual sessions occur weekly on Wednesdays from 1 pm - 2:30 pm ET.
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Applications are due no later than August 26th.
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Yes, there will be cohorts for this school. Cohorts meet once per week at a selected day/time during the duration of the program. Due to Pavilion University's peer element, students engage more, strengthening their ability to recall and apply learning.
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Yes, 80% class and 80% cohort attendance is required. We recommend that participants attend the live sessions for the optimal learning experience. Though, watching session recordings counts toward attendance for those with scheduling conflicts or in time zones where live attendance is a challenge.
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Yes, there is a final exam at the end of this school. A passing score of 80% must be attained in order to receive your certificate.
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After successfully meeting attendance requirements and passing the final exam, you will receive a certificate that you can add to your Licenses and Certification Section on LinkedIn.
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