GenAI program for marketing leadership teams.
A program for the CMO and the team leads of one company, building how the marketing department works with AI, on your own material and goals.
Your team already uses AI. The question is whether it works.
Everyone experiments alone, with no shared language, no standards and no way to measure. In the leadership team, too, the use is mostly personal.
The program works with the people who decide how the department works: the marketing leadership. From there it moves down to the teams.
Why it starts with leadership
A team moves fast when its manager knows what to ask of it. Once the marketing leadership understands where AI creates value and where it does not, the decisions on processes, budget and hiring change.
The CMO’s personal use is a start. A department’s way of working takes shape when every team lead can build a process, lead it in their team, and check the output.
How it is built
Four parts, from the leadership team out to the teams.
- MappingConversations with the CMO and the team leads, and a look at the annual plan and the real processes: research, briefs, content, lead response. We find where AI serves the goals, and what stays out.
- LeadershipSessions for the marketing leadership on your own material: how to build a process, how to ask the team for it, and how to check an output before it goes out.
- TeamsEach manager leads one or two processes in their own team, and I build them together with them. Team workshops as needed.
- Operating modelWho owns what, what gets checked before an output goes out, which decisions stay with people, and how you measure the change and not only the tool usage.
The number of sessions and the pace are set together, by the size of the department and what is already in place.
What you leave with
A working AI strategy
Tied to the marketing plan: where AI comes in, in what order, and what is not for now.
A team that can execute
Managers who build a process and lead it, and teams that run it as routine.
An operating model you can run
Processes, roles, rules and measurement. Written down, and in use.
Where this program comes from
Over 20 years in strategy and marketing, and three cohorts of a program I ran for senior marketing leaders.
Here it is built for one company: your department, your goals and your teams, with the people who will lead the change.
One story
A marketing leader at a global industrial company took my CMO course, and a few months later took it again to stay current. After the second round she asked for support for her whole department.
A dedicated workshop, personal sessions, a Claude workshop for the whole department, then personal skills. From one manager’s personal experimenting to the working method of an entire department.
Read the full storyScope
| Scope | Fits | What comes out of it |
|---|---|---|
| Marketing leadership | A CMO and team leads who want to start at the top | Strategy, a shared language in the leadership team, and one process each manager leads |
| Leadership and teams | A department that wants the change to reach everyday work | Everything in the row above, plus team workshops on the chosen processes |
| Leadership, teams and follow-through | A department that wants someone alongside it afterwards too | An operating model in use, measurement, and processes updated as the tools change |
No hours and no fixed package. Scope follows the size of the department and how many processes we build.
What it needs from your side
The marketing leadership takes part itself, CMO included. A program leadership only signs off on stays with the teams.
Real material: the work plan, briefs, reports and outputs from the last few months.
Approved tools, or a willingness to decide on them early on. I do not sell tools.
What about our sensitive data
Work plans, budgets and customer data are exactly the material we work on, and so exactly what we protect.
We work only inside your approved accounts, decide what comes in before we start, and I delete your materials at the end. NDA on request.
AI and privacy in organizations: the full guideWho this is less suited to
Anyone looking for an open group with marketing leaders from other companies. This program is built for one company.
A department whose leadership will not be in the room.
Anyone looking for an inspiration day. I do not do those.
Questions that come up
How should a CMO approach AI in the team?
From the work. Pick a few processes that repeat every week and eat the most time, build them with the people who do them, and decide up front what gets measured. Only then widen it.
What is an AI operating model in marketing?
Four things: how work flows through the team, who owns an output built with AI and what stays a human decision, which rules apply and who reviews, and how you measure the change rather than just the tool usage. Without these you have a collection of tools, not a way of working.
What stays with people?
The decisions, and responsibility for what goes out. For each process we define where a human check has to happen and why exactly there, and what stays manual on purpose.
Is this an open group?
No. The program is built for one company and its marketing leadership, on your own material. That way we work on the real plan, the real budget and the real teams without exposing them outside the company.
Do you work remotely? In English?
Yes and yes. In-person sessions in Israel, remote sessions for global teams, in Hebrew or English.
Tell me where your marketing department is
A few lines on the department, who already uses AI and for what, and what is not moving. I will come back with what I think is right, even if that starts with one session with the leadership team.
Let's talk