Executive Level

CMO School

From brand to demand, the CMO helps inform everything from go-to-market to long-term growth strategies – arguably one of the most critical functions on the executive team.

During this 8-week comprehensive program, you will learn from some of the top CMO's in the country to discuss strategies, tactics, and novel approaches to help you strengthen all of the dimensions needed in the ever-evolving role of Chief Marketing Officer.

Course details

Enrollment type: Live
Virtual classes: August 7th - September 25th
Enroll by: August 6th
Class time: Wednesdays from 1 pm - 2:30 pm ET
Open to: Executive Members

Andrea Kayal - CMO School

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.

Connect with Andrea

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"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:
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 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:
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

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 Lauren Decker, 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

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.

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 August 7th, and lasts 8 weeks.
: Live, virtual sessions occur weekly on Wednesdays from 1 pm - 2:30 pm ET.
: Applications are due no later than August 26th.
: 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.

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