On-demand

Marketing School

In this 10-week comprehensive program, you will learn from industry leaders across disciplines how to improve your skills as a marketer, a manager, and an ethical leader.

You’ll examine the “pillar” disciplines of marketing and the core tenets of sales. Then you’ll learn how to use those fundamentals to become a better marketer, and a better leader while determining whether being an executive is your ultimate path.

Course details

Enrollment type: On-demand
Open to: Executive & Associate Members

Kathleen Booth - Marketing School

Kathleen Booth, Designer

Kathleen Booth joined Pavilion as a member in 2019, and later went on to become a founding co-chair of the Washington DC chapter, a Pavilion Ambassador, and today, SVP of Marketing.

Prior to joining Pavilion, Kathleen was founder and CEO of Quintain Marketing, a digital marketing agency. After selling her company and before joining Pavilion, she held marketing leadership roles at VC-backed B2B technology companies including Attila Security, clean.io, and Tradeswell and continues to serve as an advisor and fractional CMO to early stage B2B SaaS and Web3 startups.

Connect with Kathleen

Course curriculum

This school is designed for marketing professionals with a few years of experience who want a comprehensive overview of the marketing function as they look to grow into a leadership position.

Session #1
Setting Marketing Goals

Led by Murph Krajewski, Marketing Leader at Capacity

 

By the end of this class, you will be able to concisely describe the marketing initiative and problem, align across teams and departments, name a common goal, choose KPIs, and track success.

Learning Objectives:

  • Clearly name the problem you’re solving and leave room for iteration
  • Better align with outside teams to meet common goals
  • Choose the top KPIs to track success and which of those you’ll share outside your team

Session #2
Understanding Marketing Means Understanding Sales

Led by Kyle Lacy, CMO at Jellyfish

 

Learn the true importance of the relationship between the marketing and sales teams within an organization, the values they share, and why one needs the other.

Learning Objectives:

  • Find out what a sales team really does
  • The importance of the marketing and sales relationship
  • The possible outcomes when these departments work cohesively 

Session #3
Customer Marketing

Led by Stephanie Capouch, Former VP of Marketing at Terminus

 

Learn how to deeply understand who your customer is and how to build a successful marketing program from basic fundamentals to a full marketing lifecycle. 

Learning Objectives:

  • Implement a customer marketing strategy within your organization
  • Create a community of your successful customers

Session #4
Brand 101

Led by Vyara Ndejuru, Vice President of Marketing at Ascendis

 

Learn the basic fundamentals of brand and how the systems used to articulate brand translate to execution.

Learning Objectives:

  • Leverage the power of branding to elevate your company’s performance
  • Measure the impact of brand on your bottom line

Session #5
Product Marketing

Led by Lauren Decker, Senior Consultant at Carema Consulting

 

Learn the basic fundamentals of product marketing and the five steps to improve product launches.

Learning Objectives:

  • Understand the benefits of effective product marketing
  • Integrate product marketing into your marketing mix
  • Measure the impact of product marketing

Session #6
Demand Generation

Led by Rachel Johnson, Marketing Practice Founder at GrowthJen

 

Learn how to build a successful demand generation program from B2C and B2B fundamentals.

Learning Objectives:

  • Build a demand gen program that supports overall marketing efforts
  • Develop a budget that delivers impactful ROI on your demand gen strategy

Session #7
Landing the Job: What to Look For

Led by Emily Wolfington, SVP of HR and Talent Management at Elements Financial

 

Learn how to understand your situation, create self-awareness, and use interview success indicators and red flags. 

Learning Objectives:

  • Perform due diligence when considering new opportunities
  • Understand when a new opportunity is a good opportunity

Session #8
Managing a Marketing Budget

Led by Brandon Young, CMO at Garner

 

Learn crucial top-line budgeting rules, how to use benchmark data, and the fundamentals of rebudgeting/reforcasting.

Learning Objectives:

  • Build a strong marketing budget from scratch
  • Inherit a budget and make improvements
  • Make optimizations based on deeper truths that numbers tell us

Expected Results

By the end of this course, you will be equipped with the knowledge and skills to:

  • Increase pipeline through improved demand gen strategies
  • Drive revenue through stronger alignment with your sales team
  • Create a community of your successful customers
  • Leverage brand to improve your bottom line
A woman smiling while conversing with another Pavilion member.

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.

Enroll on demand at any time.
Due to this course being on demand, you can participate in sessions at your own pace.

We ONLY offer Executives the opportunity to get certified in On Demand offerings, and we currently only offer certificates for these Executive-level offerings:

  • CRO School
  • CMO School
  • Enterprise GTM School

You will learn from industry leaders across disciplines how to improve your skills as a marketer, a manager, and an ethical leader.

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