Intro to Marketing Leadership

In recent years, the Chief Marketing Officer's role has undergone a significant shift. While the Chief Revenue Officer focuses on current quarter targets, the CMO drives long-term business growth. 

Today, the CMO must prioritize pipeline and sales generation more than ever. Complicating matters, the pandemic and tough market conditions require the CMO to drive more account engagement with fewer resources. 

Intro to Marketing Leadership equips marketing leaders with essential tools for managing end-to-end go-to-market strategies. It covers creating fiscal year plans, setting quarterly KPIs for growth tracking, establishing high-velocity demand engines, and linking marketing activities to pipeline and revenue via practical multi-touch attribution methods. 

Graduates of this class will understand how to translate the complex world of marketing science into a language that resonates across executive teams and boards.

Course details

Dates: June 20th - July 18th
Enroll by:
June 19th
Session time:  1:00 pm - 2:30 pm ET
Enrollment type:
Open to: Executive and Associate Members

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Jim McHugh, Instructor

Jim McHugh is Co-Founder and CEO at Mperativ, a revenue marketing and attribution platform that connects GTM activities to pipeline and revenue. He has over 25 years of experience as a marketing and business executive with start-up, mid-sized, and high-profile companies that include NVIDIA, Cisco Systems, Sun Microsystems and Apple. He also holds an International MBA from the Thunderbird School of Global Management. 

Connect with Jim


Daniel Raskin, Instructor

Daniel Raskin is Co-Founder and CMO at Mperativ, a revenue marketing & attribution platform that connects GTM activities to pipeline and revenue. He has over 20 years of experience as a marketing executive with startup and enterprise companies, including Sun Microsystems, Forgerock, Kinetica, and Agari. Daniel holds an MBA Degree, and has an extensive track record of building marketing programs from the ground-up at startups and driving product line innovation and growth at large companies.

Connect with Daniel

Course curriculum

This course is designed for CMOs & Marketing Leaders that want to tightly link marketing investment to pipeline and revenue.

Session 1:
Fiscal Year Planning and Strategy Development


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

  • Understand how to develop a comprehensive marketing strategy aligned with the organization's business goals.
  • Learn to create a detailed fiscal year marketing plan that outlines budgets, resource allocation, and key initiatives.
  • Streamline the alignment of the fiscal year plan, account/lead strategies, and budget to closely match executive expectations regarding pipeline and sales contributions.

Session 2:
Defining Critical KPIs

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

  • Identify and define relevant KPIs that measure the effectiveness of marketing campaigns and initiatives.
  • Learn how to tie KPIs to overarching business objectives and track them throughout the year.
  • Align KPIs with the approved fiscal year plan, directly correlating them with pipeline / sales sourcing, creation, contribution and acceleration.
  • Conduct quarterly tune-ups of the fiscal year plan based on KPI performance.

Session 3:
Building a High-Velocity Demand Engine


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

  • Grasp the key elements of a best-in-class go-to-market engine, encompassing lead and account strategies, optimizing throughput and velocity, and precise business segmentation for granular performance insights.
  • Develop the skills to segment and analyze the demand engine by account and lead, enabling CMOs to identify what strategies are working and where improvements are needed.
  • Create a holistic full-funnel strategy that measures the entire Go-to-Market (GTM) process, covering sales, SDR, partners, and marketing, for easy assessment of how all GTM activities contribute to pipeline and revenue.

Session 4:
Multi-Touch Attribution Modeling


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

  • Understand multi-touch attribution and its role in efficiently allocating marketing budget across critical business segments.
  • Understand the difference between GTM contribution versus attribution and their significance in evaluating GTM productivity.
  • Master the implementation and analysis of multi-touch attribution models at the account, campaign, and business function levels to identify the most valuable touchpoints in the customer journey.
  • Incorporate attribution into your marketing pipeline generation plans  to achieve your business goals

Expected Results

By the end of this school, you will have the knowledge and skills to be able to:

  • Develop FY plans using quantitative models for strategic decision-making.
  • Build market segment go-to-market (GTM) plans for precise targeting.
  • Forecast account/lead plans, by market segment, to achieve GTM goals.
  • Analyze pipeline growth and net pipeline to ensure positive growth.
  • Project program budgets based on pipeline coverage scenarios.
  • Measure pipeline creation and acceleration using practical multi-touch marketing attribution models.
  • Establish quarterly KPIs to maintain alignment with the GTM strategy.
  • Utilize KPI trend data for more precise future year planning.
  • Leverage AI models for better predicting marketing outcomes.
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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.

This course starts on June 20th, and lasts 4 weeks.

Live, virtual sessions occur weekly on Thursdays from 1:00 pm - 2:30 pm ET.

Enroll by June 19th.

Yes, 100% attendance is required. We recommend that participants attend the live sessions for the optimal learning experience.

However, watching session recordings counts toward attendance for those with scheduling conflicts or in time zones where live attendance is a challenge.

Yes, session recordings are available if you cannot attend live.

No, there is no final exam at the end of this course.

After successfully meeting attendance requirements, you will receive a certificate of completion for this program.

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Intro to Marketing Leadership

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