CMO School
February 7, 2024 - March 27, 2024
Wednesdays from 1:00 pm - 2:30 pm ET
Designed for Executive Members
Overview
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.
2023 Dean
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.
Information
About
During this 8-week course, you will discuss strategies, tactics, and approaches to building and selling a budget, learn how to structure and leverage the different areas of marketing to drive growth and revenue, calculate ROI on marketing campaigns, and drive sales and marketing alignment.
Who Should Enroll
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.
Impact
By the end of this course, you will be equipped with the knowledge and skills 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
Why Enroll
Marketers today are struggling to keep up with new demands, including the ever-evolving way customers want to be sold. This school will give you different perspectives and tactics on how to navigate the evolution of marketing and your customers’ needs.
Curriculum
Class session order is subject to change
Session #1
Role of the CMO +
Boardroom Best Practices
Led by Andrea Kayal, CRO at 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 WeSpire
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
Led by Udi Ledergor, Chief Evangelist at Gong
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
Led by Jen Spencer, CEO at 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
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 #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
Where and How to Apply Generative AI Across Your GTM Workflows
Led by Elaine Zelby, Co-Founder at 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 #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
What Our Students Have To Say
"We learned from a bunch of pro-CMOs and board members and at the end of the day, gained a ton of confidence/validation from it. If you’re in sales and marketing, especially in SaaS, I recommend checking out Pavilion for endless learning opportunities."
"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."
"When I started at EDE Corporation, I was excited to take on the added responsibilities of Marketing. With so much to learn and not sure where to start, I was thrilled to hear about Pavilion's CMO school. I had no idea what an amazing resource it would be! The amount of knowledge gained in that time is priceless! I'm so appreciative of the program and the relationships built during that time."
Frequently Asked Questions
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This course is included in the cost of a Pavilion Membership.
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At this time, this course is open to Pavilion Members only. Apply to join Pavilion to enroll.
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This school starts on February 7 and runs through March 27.
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Enrollment closed on February 7.
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Live, virtual sessions occur weekly on Wednesdays from 1:00 pm – 2:30 pm ET.
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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 the peer element of Pavilion University, we see increased engagement from students which strengthens your ability to recall and apply learnings.
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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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Yes, 80% attendance is required. We recommend that participants attend the live sessions for the optimal learning experience, but watching session recordings count toward attendance for those who have scheduling conflicts or are in time zones where live attendance is a challenge.
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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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