The

Marketing
Leadership
Masterclass

BUILD YOUR INFLUENCE
BOOST YOUR CAREER

EARLY BIRD (€ 1,095) € 895. Ends July 30

Real-time peer group learning, at your own pace • bitesize • 3 months

The Marketing Leadership Masterclass with Thomas Barta & Syl Saller

This isn’t a marketing class. In just 3 months, you’ll grow your marketing leadership skills. Build the support of senior executives, colleagues, clients. Drive significant change. Join a network of peers from around the globe. Together, solve problems, support each other. Learn on one of the most advanced collaboration platforms, which offers you bitesize learnings and lets you go at your own pace—with total flexibility. Taught by the world’s foremost marketing leadership experts. No matter if you market a product, a service, or simply an idea: Build your influence and advance your career!

Masterclass_Curriculum

Learn to lead change

Effective strategies for change from top global business schools and from our extensive research. Learn to lead upwards, sideways, teams, and yourself

Masterclass_Network

Join a real-time group of peers

Learn together with peers from the Americas, Europe, Africa, Asia/Pacific—in real time. Solve problems, help others, build your network

Masterclass_Flexible

Completely flexible, but paced

Bitesize lectures, on demand, in your own time—for 3 months. No worries: we’ll pace you. Perfect for busy people

Build your influence – Boost your career

Join the leadership class for marketers, agency executives and change leaders.

Learn the art – and science – of making marketing ideas happen. Build your support by critical decision makers, colleagues, clients. Drive projects from idea to actual execution.

Taught by Thomas Barta & Syl Saller, this class is for professionals who want more influence and more career success. All skill levels welcome.

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About this class

Syl say’s

Success stories

Guest mentors Fall 2021

Natalie Truong

Natalie Truong

Mercer
Chief Marketing Officer & Partner

Mark Phibbs

Mark Phibbs

Cisco
Vice President Marketing, APAC

meghan-farren

Meghan Farren

Asda
Chief Customer Officer

Wendy Walker

Mark Evans

Direct Line
Managing Director, Marketing & Digital

Ljubica Radoicic

Ljubica Radoicic

Hexagon PPM
Marketing Director APAC

Sarah Warby

Sarah Warby

Nando’s
Chief Customer Officer

How the class works

You have a demanding day job. It’s tough to carve out time for learning. We understand. We’ve designed the Marketing Leadership Masterclass to help busy people like you learn marketing leadership, stay motivated, have fun—no matter where you live. Here’s how:

  • Each week we’ll launch 2-3 lectures with short videos, questions, readings. Take them as they come out, binge-watch—do what work’s best for you
  • Our Masterclass mentors are available all the time to help
  • You can problem solve directly with Thomas, Syl, and top ranking guest mentors during our live sessions (we’ll cater for all time zones)
  • You’ll get to solve 4 fun, reflective “challenges”
  • With our workbook, you can craft your own personal plan
  • The course calendar helps you keep you on track
  • Most importantly, the peer discussion is happening 24/7. Ask questions, solve problems, get involved
  • Need more motivation? You’ll get a Certificate of Growth. You can even achieve merit or distinction

Even when life gets very busy, we are certain you can successfully take this Masterclass.

The ripple effect of the course is fabulous.

Rachel Fairley
, UK

Oracle

This class is not a Marketing course but a Marketing Leadership course, which is what makes it great!

Philippe Bertreau, Italy

Amcor

An insightful, innovative and thoroughly enjoyable experience that I would recommend to even the most seasoned marketer leader.

Leandro Perez, Australia

Salesforce

This course has given me the complete toolbox to help me manage my stakeholders at all levels and, most importantly, manage myself.

Veronica Dumitrescu, UK

Adobe

I discovered new ways to build more influence and inspire others. I’m now better prepared to achieve the greatest business impact and career success.

Steffan van der Meulen, USA

Accenture Interactive

Learn together with peers

We’ve built one of the world’s most interactive learning platforms to help you learn from your peers.

From day one, you can network and interact with peers from around the globe. Solve problems, ask questions, support each other—24/7.

We’ll release fresh lectures every couple of days, with bitesize videos, exercises, readings, practical challenges—but no exam.

You’ll learn a lot from the course material. But the real magic happens when you team up and solve problems together with your peers.

Marketing Leadership Masterclass Masterclass platform
Marketing Leadership

Master the art of marketing leadership

Enjoy a world class curriculum

Module 1
Upwards

Find your Value
Creation Zone

Serve both customer needs and company needs, to claim your seat at the top table

What you’ll learn

Building Value Creation Zones
Stakeholder needs analysis
Big picture thinking
Convincing stakeholders
Asking to lead

More

4 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 4 h

Module 2
Upwards

Deliver returns,
no matter what

For your marketing idea, for your change project: what’s the return? Stakeholders need to know

What you’ll learn

Setting expectations
Building your investor brand
Using success metrics
Explaining indirect effects
Budget strategies

More

3 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 3 h

Module 3
Upwards

Become
irresistible

As a leader of change, build your reputation as someone everybody wants to have on their team

What you’ll learn

Reading personalities
Speaking up in meetings
Mastering the right language
Avoiding jargon
Working with strong partners

More

3 bitesized lectures
1 challenge (short exercise)
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 4 h

Module 4
Sideways

Align the 
silos

As a marketing leader, you must find ways to mobilize all the people who don’t report you

What you’ll learn

Surviving in a matrix
Colleagues as customers
Building idiosyncrasy credits
Walking the halls
Usual (and unusual) suspects

More

3 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 3 h

Module 5
Sideways

Start the
movement

When everyone joins in, projects become movements. For your work, how could you start one?

What you’ll learn

Opening windows for change
Crafting change stories
When to let others lead
Bitesizing Issues
Starting of Movements

More

4 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 4 h

Module 6
Sideways

Grab the
ball

Storytelling is nice. Storydoing is better. Get involved and create real results

What you’ll learn

Customer Feed Forward
“Get me on of those”
Ways of pushing back
Getting to the font line
Going first

More

3 bitesized lectures
1 challenge (short exercise)
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 4 h

Module 7
Teams

Get the
mix right

To make change happen, your most powerful team has distinctive skills and sings the same tune

What you’ll learn

Finding distinctive skills
Selecting personality  traits
Aligning team goals
Writing a team mission
Agreeing on how to behave

More

2 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 2.5 h

Module 8
Teams

Give them
wings

Help your team ask for forgiveness—not just for permission. Build confidence and trust

What you’ll learn

Displaying professionalism
Building intimacy
Taming your ego
The “forgiveness rule”
Being the Chief Mood Officer

More

2 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 2.5 h

Module 9
Teams

Let the outcomes
speak

To attract the best people, create a supportive environment that values results, not just effort

What you’ll learn

Using peer accountability
Giving teams an outside focus
Agree on what not to do
Evaluating for results
Letting people go

More

2 bitesized lectures
1 challenge (short exercise)
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 3.5 h

Module 10
Yourself

Know how
you inspire

No matter how high you rise, you’ll never have all the power. Your best bet is to inspire people

What you’ll learn

The power of inspiration
How you inspire today
What’s under the waterline?
Why you do what you do
Inspiring as a leadership tool

More

2 bitesized lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 3 h

Module 11
Yourself

Do it
your way

Your influence grows once you find your own change leader path—and spread your own truths

What you’ll learn

Unfollowing people
Finding your own truths
Effective authenticity
Challenging job descriptions
What your real job is

More

2 bitesize lectures
Peer discussion
Readings
Journal questions
Live Q&A session

Study time (fast track): 2 h

Module 12
Yourself

Aim
higher

The most effective marketing leaders have a vision for success and know why to be brave

What you’ll learn

The importance of bravery
Why you must be brave
The power of a vision
Charting your own path
When it’s best to quit

More

3 bitesized lectures
1 challenge (short exercise)
Peer discussion
Readings
Journal questions
Live Q&A session
Award: Certificate of Growth
Joining the Alumni network

Study time (fast track): 4 h

From the world’s largest studies on marketers’ success

"Everything you need to know to be a superior marketing leader"

—Marshall Goldsmith
Thinkers 50 #1 Leadership Thinker in the World

“The essential leadership playbook for the CMO of the future.”

—JIM STENGEL
Former Global Marketing Officer, Procter & Gamble

“A must-read for every present and future CMO who cares about making a difference.”

—SETH GODIN
Author of All Marketers Are Liars

“A masterful dissection of what it really takes to lead marketing.”

—SYL SALLER
CMO, Diageo

“A persuasive and well-researched perspective on the opportunities open to marketers to lead for change.”

—PAUL POLMAN
CEO, Unilever

“The Essential read for any marketing professional looking to take the next step in their career.”

—DOMINIC BARTON
Global Managing Director, McKinsey & Company

“This might just become the bible for marketing leaders.”

—SHERILYN SHACKELL
Founder and CEO, The Marketing Academy

Research-based, but brought to life by human beings.”

—SIR MARTIN SORRELL
CEO, WPP

The_12_Powers_Of_A_Marketing_Leader

Thomas Barta

Syl Saller

Syl Saller CBE, is among marketing’s preeminent global leaders of our time.

In her role as Chief Marketing and Innovation officer for Diageo, owner of iconic brands like Johnnie Walker, Guinness, and Smirnoff, Syl led all global marketing, media, design, innovation, R&D, and reserve—Diageo’s luxury division. Her experience ranges from luxury goods to FMCG and retail/franchisee models, and she has a deep understanding of both developed and emerging markets.

An experienced Board member, Syl is President of the Marketing Society, sits on the board of the Marketing Academy, and is an Executive Coach for their Fellowship program. She has been a Non-Executive Director of Domino’s Pizza Group plc, on the executive committee of the World Federation of Advertisers, a Trustee for the Women’s Prize for Fiction, and Chairman of Distill Venture’s Investment Committee.

Syl has been consistently recognized for her service to industry. She was awarded Commander of the Order of the British Empire (CBE) in the Queens 2020 Honour list in recognition of her services to business and equality in the workplace. She has been Marketer of the Year and one of WFA’s Top 5 Global CMO’s, Debrett’s 500 Most Influential People in Britain, Campaign’s Top 5 Marketers, Ad Age’s Women to Watch, and Forbes 50 Most Influential CMOs.

Answers to your questions

A letter to your boss

The Marketing Leadership Masterclass is more affordable than your average conference ticket. Furthermore, most companies support employees who take the class. Here’s some inspiration for a letter to your boss or HR team:

Dear ____,

I’d like to take the world’s leading course on marketing leadership: the Marketing Leadership Masterclass. I’d be thrilled if you sponsor me.

As you know, I’m working on several important projects for our firm. I’ve developed my functional skills. But you also know, making change happen inside organizations can be tricky. It’s about getting support from decision makers, colleagues, clients/customers. That’s what I need to learn now.

The course I’d like to join is the Marketing Leadership Masterclass. It’s taught by one of the world’s foremost marketing leadership experts, Thomas Barta, and world-leading Diageo CMO Syl Saller. The course has a rigorous curriculum and teaches the essence of leading change inside organizations.

Previous participants have said the course has “completely transformed my leadership” and has “lasting impact for both professional and personal life.” I can apply these change-skills directly to my work. The class is highly flexible—compatble with my demanding role.

The next class starts soon and I’d love to sign up by _______. 

I believe the Marketing Leadership Masterclass is the training I – and perhaps our entire team – need right now.

The class costs less than a conference ticket. Would you support me and reimburse the training fee?

Best regards,