What you'll learn
Course schedule
Instructor
Testimonials
FAQs
Pricing
What you'll learn
Course schedule
Instructor
Testimonials
FAQs
Pricing

C-Level Marketing Training Program

Learn how to operate like a best-in-class CMO and create enterprise value with marketing.

Take our flagship marketing training course for CEOs, marketers, founders and investors.

March 6-7 2025

00

DAYS

00

HOURS

00

MINUTES

00

SECONDS

Sign Up
Placeholder Image

Course Length

2 days

Placeholder Image

Time to Complete

12 hours 

Placeholder Image

Format

Live sessions +
on-demand videos

Placeholder Image

Resources

Workbook + templates

We've worked with 300+ marketers, founders and operating partners at top companies and PE firms to elevate their marketing.

Placeholder Image
Placeholder Image
Placeholder Image
Placeholder Image
Placeholder Image
Placeholder Image

Who This Course is For

Placeholder Image

Marketers & CMOs


Your challenges may include:

  • Competing priorities and uncertainty around which campaigns are working
  • Struggling to get business leaders to give you resources and budget for campaigns
  • Stalling career progression


Skills you'll gain:

  • Build a ready-to-execute, prioritized strategy
  • Connect activities to high-level business results and advocate for marketing with your CEO and board
  • Operate at C-Level and progress to the next level in your career
Placeholder Image

Founders & CEOs


Your challenges may include:

  • Slow growth and missed revenue forecasts
  • Marketing team struggling to impact key business results 
  • Lack of visibility into marketing data


Skills you'll gain:

  • Drive more predictable revenue with data-driven marketing strategy
  • Support your marketing team and equip them for success 
  • Understand and communicate marketing's impact to investors
Placeholder Image

Investors & Operating Partners

Your challenges may include:

  • Portfolio companies missing revenue targets
  • Lack of alignment between portco activities and PE objectives
  • Portco marketing teams that are nascent or underperforming 

Skills you'll gain:

  • Improve due diligence with a deep understanding of marketing
  • Direct portco resources to high-impact activities
  • Engage and support CEOs and portco marketing departments

There is a ceiling on your career progression... unless you can cross the chasm to becoming a C-Level Marketer

Register now

Why You Need This Marketing Training Course

Tactics are overrated

That's why 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.

Placeholder Image
Placeholder Image

Becoming T-Shaped is not the Solution

Becoming a T-Shaped Marketer is helpful when starting a career in marketing but can be destructive to marketers later on.

Being T-Shaped will help you get promoted to a specialist or manager, but then you will hit a wall.

On the flip side, if you begin connecting the dots between marketing and the other functions of the business, your odds of getting to a much bigger marketing role in your career increase dramatically.

The new CMO

10 years ago, a CMO might have been able to get by with expertise in branding and events. They could hand off the MQLs to Sales and that's where their accountability would end.

But that approach doesn't work anymore. In the current market, CMOs need to be true business leaders in the organization and play a wide variety of roles. It isn't enough to just specialize in one or two of these areas.

Progressing to this level and operating like a best-in-class CMO involves connecting marketing activities to high-level business objectives, being revenue accountable and communicating across functions.

Placeholder Image

How C-Level Marketers Impact Company Growth

Becoming a C-Level Marketer means learning an entirely different set of skills. It's like learning a new language.

Course Schedule

(All times in Eastern Time Zone.)

Placeholder Image

Day 1

9:00-10:00 AM: Understanding the Business Context

10:00-11:00 AM: Uncovering CEO & Board Expectations

11:00-12:00 AM: TAM & Segmentation

Lunch

1:00-2:00 PM: Product Marketing

2:00-3:00 PM: Demand Generation

3:00-4:00 PM: Content

Placeholder Image

Day 2

9:00-10:00 AM: Strategic Growth

10:00-11:00 AM: Sales Alignment

11:00-12:00 AM: Pricing

Lunch

1:00-2:00 PM: M&A

2:00-3:00 PM: Team, Org Design and Culture

3:00-4:00 PM: Budgeting, Financials & Board Meetings

Course Structure

Session 1: Understanding the Business Context

Understanding the Business Context

You'll learn:

  • 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

Session 2: Uncovering CEO & Board Expectations

You'll learn: 

  • 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
Understanding the Business Context

Session 3: TAM & Segmentation

Understanding the Business Context

You'll learn:

  • 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

Session 4: Product Marketing

You'll learn:

  • 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
Understanding the Business Context

Session 5: Demand Generation

Understanding the Business Context

You'll learn:

  • 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

Session 6: Content

You'll learn:

  • 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
Understanding the Business Context

Session 7: Strategic Growth

Understanding the Business Context

You'll learn:

  • 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

Session 8: Sales Alignment

You'll learn:

  • 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
Understanding the Business Context

Session 9: Pricing

Understanding the Business Context

You'll learn:

  • 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

Session 10: M&A

You'll learn:

  • 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
Understanding the Business Context

Session 11: Team, Org Design and Culture

Understanding the Business Context

You'll learn:

  • How to build an org structure that supports the overall marketing strategy
  • How to create a prioritized hiring roadmap
  • How to approach hiring to secure your ideal candidates
  • Essential leadership skills and how to build a strong company culture

Session 12: Budgeting, Financials & Board Meetings

You'll learn:

  • 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
Understanding the Business Context

By the end of this marketing training program, you'll have all the skills you need to become a C-Level Marketer and make a big impact on your organization.

Save your spot

About Your Course Instructor

Shiv is the Founder and CEO of How To SaaS, a Marketing Strategy Consulting firm that works with leading Private Equity Investors and CEOs. As an advisor, consultant, and fractional CMO, Shiv has helped client B2B companies create hundreds of millions of dollars in enterprise value with marketing and demand gen. Shiv has been a CMO / Marketing Advisor / Strategic Consultant to companies like Wrike, Chargebee, BigCommerce, Litera, Fortra and PE firms like TA, HG, STG and many more.

Shiv is also a 2x bestselling author. His first book, Post-Acquisition Marketing, provides PE investors a framework to grow their portfolio investments faster in the first 100 days. His second book, Exit-Ready Marketing, gives Founders a 9-step process to improve their marketing sophistication and eventual valuation upon exit.

Prior to How To SaaS, Shiv was the CMO of Wild Apricot, which was acquired by Personify and Rubicon Technology Partners in October 2017 and eventually flipped to Pamlico Capital in August 2018.

Testimonials

Placeholder Image

Lacey Ford

Former SVP Marketing, Insight Software

"Shiv was critical to helping us build the framework to help us scale our demand generation efforts to deliver on our board's expectations."

Placeholder Image

Matt Gallagher

Portfolio CRO, Hg Capital

“Marketing ROI has been a black box for too many for too long. Shiv Narayanan demystifies the subject.”

Placeholder Image

Mike Devine

CMO, Fortra

“Shiv is one of the best partners I’ve worked with. Our team is much better positioned now to further grow marketing contribution to pipeline and generation more winnable SQLs."

Placeholder Image

Zane Tarence

Partner & Managing Director, Founders Advisors

“I’ve witnessed Shiv’s framework deliver more predictable revenue, higher pipeline coverage, better conversion rates, lower customer acquisition costs and higher net retention rates."

Placeholder Image

Bryce Youngren

Managing Partner, Polaris Growth Partners

“The How To SaaS team is my first call when my investments need help with digital marketing."

Placeholder Image

Mike Libert

Managing Director, TA Associates

"In terms of sophistication and contribution to overall business growth, the digital marketing engine Shiv built at Wild Apricot is in the top 1%."

Pricing

1 Student

$5,000

  • C-Level Marketing Training Program
  • All Session Recordings
  • Templates Library
Register

2 Students

$7,000

  • C-Level Marketing Training Program
  • All Session Recordings
  • Templates Library
Register

3 Students

$9,000

  • C-Level Marketing Training Program
  • All Session Recordings
  • Templates Library
Register

FAQs

Sign Up Now

Learn what it takes chart a path to CMO and create enterprise value with marketing by taking our flagship training program for marketers, founders and investors.

00

DAYS

00

HOURS

00

MINUTES

00

SECONDS

Sign Up