Intro to Marketing Leadership

Intro to Marketing Leadership is your blueprint for mastering modern marketing leadership. Designed for Marketing leaders, this course delivers practical frameworks to tie marketing investment to revenue, optimize demand engines, and build board-ready marketing strategies.


Intro to Marketing Leadership is exclusively for Pavilion Members. The next cohort kicks off April 16.

Course details

Session Dates: April 16 – May 7
Time: Wednesdays, 1:00–2:30 PM ET
Open to: Executive + Associate Members
Live, expert-led sessions with industry leaders

Already a Pavilion member? Enroll in the Member Hub. 

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From cost center to growth engine.

Marketing leaders are under constant pressure to prove ROI, drive pipeline, and align with the C-suite. This course gives you the frameworks, metrics, and strategies to make marketing a measurable revenue driver, and solidify your executive influence.

Struggling to prove impact?

 

Learn multi-touch attribution to directly tie marketing to revenue.

Pipeline slowing down?

 

Build a high-velocity demand engine that fuels predictable growth.

Lacking executive influence?

 

Master boardroom-ready insights to position marketing as a revenue driver.

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Jim McHugh

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 - CMO Fundamentals Bootcamp

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.

Please note that curriculum topics and/or session order may be subject to change.

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

Your blueprint for revenue-driven marketing leadership

This course is built for execution—giving you the frameworks, strategies, and real-world insights to align marketing with revenue, scale demand engines, and drive measurable business impact.

  • Fiscal Year Planning & Strategy Development – Align marketing plans with executive expectations.
  • Defining Critical KPIs – Measure and optimize performance with precision.
  • Building a High-Velocity Demand Engine – Drive pipeline creation and acceleration.
  • Multi-Touch Attribution Modeling – Connect marketing activities to revenue.
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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.

The first session begins on April 16 at 1pm ET. 

The last day to enroll is April 15 in the Pavilion Member Hub.

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.

Enroll in Intro to Marketing Leadership today.

The next Intro to Marketing Leadership course kicks off on April 16. Join an elite network of marketing leaders mastering the art and science of marketing leadership.