Have the ideas. Get them done.
A course for technical marketers who are tired of watching good ideas die in planning docs — the business foundation your discipline training never gave you.
Being technically skilled isn't enough to get resources and recognition. Most marketers spend years watching people with less technical expertise but better business communication get promoted, win bigger budgets, and take credit for the work.
The ideas aren't the problem. Getting them across the line is.
This is the gap most marketing education ignores: the business fundamentals that change how executives perceive your value. Learn to speak in ROI and market shifts rather than search volume and impressions, and you stop being the specialist who implements and start being the partner who shapes direction.
From expert to authority.
Whether you're in-house, agency-side or consulting, the course builds the business foundation under your existing discipline:
Read the wider marketing context
Ground yourself in the customer through user and story mapping that demonstrates clear business impact.
Analyse the business in its market
Apply established frameworks — Porter's Five Forces, SWOT, the Delta Model, Blue Ocean — to read your company's real competitive position.
Build trust with stakeholders
Understand how the people who make the decisions actually think, and the techniques to pre-wire support before the meeting.
Build a business-led strategy
Turn discipline-specific work into a prioritised framework that ladders up to what the organisation is trying to do.
Get buy-in, and get it done
The psychology behind presenting to executives, structuring for the room, and managing up with confidence.
This framework wasn't built in a classroom. It was forged inside regulated enterprises, where getting anything done means surviving approvals.
Optus · Vodafone · 150+ clientsFive weeks, business-led.
Follow the weekly programme with assignments, or learn at your own pace.
- Week 1
Marketing context
Centre yourself in the wider discipline and in the customer, through user and story mapping.
- Week 2
Business context
Understand the brand and the industry through traditional and modern business analysis models.
- Week 3
Stakeholder context
Understand how decision-makers think, build trust, and pre-wire support.
- Week 4
Strategic context
Walk through the elements of a strategic framework and build one that's business-led.
- Week 5
Communication
Get the framework into the world — the psychology of executive presentations and managing up.
This delivers most for marketers with three to eight years' experience — strong technical skills, hitting implementation roadblocks. It's especially valuable if:
- You work with multiple stakeholders and complex approval processes
- You're tired of seeing your best ideas die in planning documents
- You've mastered the "how" of marketing and struggle to sell the "why"
- You want to shape strategy, not just implement it
It assumes you already know your discipline. For SEOs: I won't teach you keyword research — I'll show you how to turn that research into a business-led framework and present it to the right people.
Instant access, lifetime updates.
Essentials
$550 USD
The full course to become a trusted, business-led expert.
- 4+ hours of video
- Real examples and scenarios
- Weekly assignments and guided emails
- Forecasting template
- Stakeholder onboarding questionnaire
- Full strategic framework
Professional
$750 USD
Everything in Essentials, plus feedback and office hours.
- Everything in Essentials
- Email feedback on your assignments
- Virtual weekly office hours
Custom & agency
From $750 USD
Everything in Professional, with bulk pricing and private office hours for teams.
- Everything in Professional
- Bulk team pricing
- Private weekly office hours
Work training budgets often cover this. Parity pricing and invoicing available — just ask. 60-day refund if you've done the work and aren't getting value.
Not sure it's the right fit?
If you're weighing it up, or want to convince your manager it's worth the training budget, send me a note and we'll work it out.
Get in touch →