C-Level Marketing Training Program
Start Date: October 3, 2024
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.
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Skill Level
Intermediate
Course Length
12 weeks
Time to Complete
2 hours per week
Format
Live or
on-demand
Assessment
Weekly quizzes
We've worked with 300+ marketers, founders and operating partners at top companies and PE firms to elevate their marketing.
Who This Course is For
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
Founders & CEOs
Your challenges may include:
- Slow growth and missed revenue forecasts
- Marketing team struggling to impact key business resultsÂ
- 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 successÂ
- Understand and communicate marketing's impact to investors
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 underperformingÂ
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
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.
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.
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 Calendar
Course Structure
Weekly group marketing training + office hours with Shiv Narayanan
Week 1: Understanding the Business Context
Session date: October 3, 2024
You'll learn:
- How to calculate key metrics that CEOs and investors care about
- How your business measures up against benchmarks and its current level of marketing maturity
- How to analyze the data to see where the business is struggling and which activities are really moving the needle
- How to identify opportunities for growth and areas for efficiency
Week 2: Uncovering CEO & Board Expectations
Session date: October 10, 2024
You'll learn:Â
- The five levels of decision-making
- The key challenges that CEOs are trying to solve for
- How to connect marketing activities and performance to high-level business objectives
- How to improve alignment between marketers, the CEO and the board
Week 3:Â TAM & Segmentation
Session date: October 17, 2024
You'll learn:
- How limiting your market can lead to higher revenue
- How to identify best fit customers
- How to understand and improve conversion rates throughout the funnel
- How to target your marketing strategy to increase high-value conversions
Week 4: Product Marketing
Session date: October 24, 2024
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
Week 5:Â Demand Generation
Session date: October 31, 2024
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
Week 6:Â Content
Session date: November 7, 2024
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
Week 7:Â Strategic Growth
Session date: November 14, 2024
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
Week 8:Â Sales Alignment
Session date: November 21, 2024
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
Week 9:Â Pricing
Session date: November 26, 2024
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
Week 10:Â M&A
Session date: December 5, 2024
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
Week 11:Â Team, Org Design and Culture
Session date: December 12, 2024
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
Week 12:Â Budgeting, Financials & Board Meetings
Session date: December 19, 2024
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
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.
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
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."
Matt Gallagher
Portfolio CRO, Hg Capital
“Marketing ROI has been a black box for too many for too long. Shiv Narayanan demystifies the subject.”
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."
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."
Bryce Youngren
Managing Partner, Polaris Growth Partners
“The How To SaaS team is my first call when my investments need help with digital marketing."
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
- Weekly Office Hours with Shiv
- All Session Recordings
- Templates Library
2 Students
$7,000
- C-Level Marketing Training Program
- Weekly Office Hours with Shiv
- All Session Recordings
- Templates Library
3 Students
$9,000
- C-Level Marketing Training Program
- Weekly Office Hours with Shiv
- All Session Recordings
- Templates Library
FAQs
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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.
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HOURS
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MINUTES
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SECONDS