![background image](https://www.joinpavilion.com/hubfs/Pavilion-U-Course-Background-web-2.jpg)
CMO School
Chief Marketing Officers (CMOs) face a range of significant challenges that can impact their effectiveness and success. These include:
- Developing and maintaining a strong relationship with the CEO and board while adapting to various organizational stages
- Leveraging AI and other technologies to enhance strategic value and drive growth
- Navigating the complexities of budgeting, attribution, and demand generation to maximize ROI
To address these challenges, our school provides targeted sessions with industry experts. You'll gain practical skills in building strong CEO relationships, integrating AI into your strategies, and optimizing demand generation and your budget.
By the end of the school, you'll be well-prepared to excel as a CMO and drive impactful results for your organization.
School details
Enrollment type: Live
Virtual classes: October 23 - December 18, 2024
Class time: Wednesdays from 1 pm - 2:30 pm ET
Open to: Executive Members
![Andrea Kayal - CMO School](https://www.joinpavilion.com/hs-fs/hubfs/Headshots%20for%20Pavilion%20University/Andrea%20Kayal%20-%20CMO%20School.png?width=300&height=300&name=Andrea%20Kayal%20-%20CMO%20School.png)
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.
![quote-up-circle](https://www.joinpavilion.com/hs-fs/hubfs/quote-up-circle.png?width=440&height=440&name=quote-up-circle.png)
"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
Led by Andrea Kayal, CMO of 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:
Applied AI - Elevating Marketing's Strategic Value & Driving Growth
Led by Liza Adams, AI Advisor & Fractional CMO at GrowthPath Partners
By the end of this class, you will be able to:
- Structure your team to maximize AI's potential
- Achieve tangible impacts with AI-driven marketing
- Evolve from AI exploration to scaled integration
- Position yourself as a strategic, customer-centric leader
Session 3:
B2B Marketing That Doesn't Suck
Led by Udi Ledergor, Chief Evangelist at Gong
By the end of this class, you will be able to:
- Understand and avoid common marketing failures
- Audit your brand personality, content, events, etc.
Session 4:
Planning for Success:
Budgeting & Attribution
Led by Brandon Young, CMO at Garner Health
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 5:
Where and How to Apply Generative AI Across Your GTM Workflows
Led by Elaine Zelby, Co-founder of 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 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:
Product Marketing
Led by Maureen West, 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 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
Bonus Session:
Demand Generation
Led by Jen Spencer, CEO of 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
This is a pre-recorded session.
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
![A woman smiling during a conversation.](https://www.joinpavilion.com/hs-fs/hubfs/course-expected-results-4.jpg?width=800&height=800&name=course-expected-results-4.jpg)
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 school starts on October 23rd, and lasts 8 weeks.
-
Live, virtual sessions occur weekly on Wednesdays from 1 pm - 2:30 pm ET.
-
October 22nd is the last day to enroll.
-
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 Pavilion University's peer element, students engage more, strengthening their ability to recall and apply learning.
-
Yes, 80% class and 80% cohort attendance is required. We recommend that participants attend the live sessions for the optimal learning experience. Though, watching session recordings counts toward attendance for those with scheduling conflicts or in time zones where live attendance is a challenge.
-
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.
-
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.
![background image](https://www.joinpavilion.com/hubfs/Imported%20sitepage%20images/About_Us_BG.png)
Join Pavilion to enroll in 75+ live and on demand courses
Develop your career alongside a powerful network of founders, CEOs, and sales, marketing, and customer success leaders.