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 CMOs in the U.S. about strategies, tactics, and approaches that will help you strengthen all of the dimensions needed to be a successful CMO today and always. You’ll discuss topics like how to build a world-class team, budgeting, scaling, attribution, demand gen, forecasting, brand building, and much more.

Course details

Enrollment type: On demand
Open to: Executive and Associate Members

Enroll on demand (Executives)

Enroll on demand (Associates)


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.

Connect with Andrea


"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


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


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:
How Building an Iconic Brand Boosts Demand Generation


By the end of this class, you will be able to:

  • Own a number to make an impact on the business
  • Learn what your board cares about
  • How to empower employees to drive brand awareness

Session 4:
Demand Generation


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:
Product Marketing


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 6:
How to Build, Engage, and
Monetize an Owned Audience


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:
Where and How to Apply Generative AI Across Your GTM Workflows


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 8:
Ecosystem-led Growth


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

This program is included in the cost of a Pavilion Membership. Not a member? Join now.

At this time, this program is open to Pavilion Members only. Join Pavilion to enroll for free.

Enroll on demand at any time.

Due to this course being on demand, you can participate in sessions at your own pace.

Due to this school being offered on demand, you can enroll at any time.

We ONLY offer Executives the opportunity to get certified in On Demand offerings, and we currently only offer certificates for these Executive-level offerings:

  • CRO School
  • CMO School
  • Enterprise GTM School

Join Pavilion to enroll
in CMO School

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