Marketing Leadership Mastery

Course Overview

What distinguishes a good marketer from a world-class CMO?  Andy Lark is regarded as a global marketing leader; he helped build the growth strategy for Xero as Chief Marketing and Business Officer and recently held the position of CMO at Commonwealth Bank.  He currently leads growth strategy at Ansarada - a Sydney SaaS startup with $40M in annual revenue and offices in nine international locations.

This one-day intensive workshop is for current and emerging marketing leaders.   Andy will share the frameworks he used to develop leading tactics  and why marketing leadership isn’t just about online metrics.  You’ll learn new approaches to gain deep customer insights that will enable you build a leading-edge marketing strategy as well as the skills you’ll need to become a world-class people leader.  You can’t learn this stuff at university!

Outcomes:

• Understand your customer drivers: identify the trigger points and moments that drive buying patterns.
• Understand the four phases of customer conversion (chaos, trigger, excite, educate) and why most marketing funnels don’t accurately predict customer behaviours.  
• Know which channels will fuel the growth of your business, including non-digital channels.  Plan where to focus your efforts.
• Architect a modern marketing strategy including wake points to check if you’re on or off course.
• Learn how to operate as part of a leadership team including how to sell your strategy, create team alignment and explain what investment is required.
• Build a high performing marketing team: attract and identify talent, what roles to hire when and how to operate in a rhythm that supports your team to do their best work.
• Learn to manage yourself as a leader in marketing: learn to manage your time and energy and plan your career in marketing.

This workshop is suitable for:

• Current CMOs who want to collaborate and learn new approaches to master their domain.
• Emerging marketing leaders who’d like to enhance their tactics and leadership skills.
• Entrepreneurs and business leaders who want to gain improve the effectiveness of thier marketing function.

About the expert:

Andy Lark is globally recognised for his marketing and leadership in high growth start-ups and Enterprises. He has won over 100 awards for work in building brands and creating online capabilities.  Andy built one of the most successful SaaS startups into a global software powerhouse; launched apps used by millions every day; lead the transformation of Australia's most vibrant financial services brand; and, built one of the largest eCommerce sites in the world.

Most recently he was the chief marketing and business officer for global accounting software company Xero - named by Forbes as the world's most innovative company. He previously held senior positions at Commonwealth Bank of Australia, Dell, LogLogic, Sun Microsystems, Nortel Networks and Fleishman-Hillard.