A tailored course, built for your situation
Influence in Cross-Channel Performance Decisions
Become the practitioner peers consult when marketing investments are on the line
$199 one-time
24-hour access provisioning
30-day money-back guarantee
Hand-built implementation playbook
12 modules. 12 chapters per module. 144 chapters total.
12 modules, each with 12 chapters (144 chapters total), text-based, plus downloadable templates and a hand-built implementation playbook delivered alongside course access.
Being overlooked when budget decisions are made despite owning execution
The situation this course is for
You deliver results, but bigger investment calls still go to others. Your expertise is tactical, not strategic, so you’re consulted after decisions, not before.
Who this is for
Senior performance marketer in a product-led tech company, driving paid acquisition and conversion, with influence confined to execution, not decision-shaping.
Who this is not for
Entry-level marketers, agency staff focused on reporting only, or anyone not involved in channel trade-off discussions.
What you walk away with
- Consistent input into cross-channel budget decisions
- Recognition from peers as the go-to for judgment calls under uncertainty
- Structured frameworks to defend or shift spend confidently
- Repeatable comparison templates for channel trade-offs and CAC efficiency
- Stakeholder alignment patterns that reduce revision loops
The 12 modules (with all 144 chapters)
Module 1. The Shift From Execution to Judgment
Why performance marketers are now central to investment decisions and how to position yourself inside that shift using existing credibility.
12 chapters in this module
- From clicks to capital allocation
- Signals of strategic trust
- Defining judgment in marketing
- Three patterns in trusted advice
- Stakeholder mental models
- Mapping influence pathways
- Identifying leverage points
- Beyond last-touch attribution
- Channel comparison frameworks
- Where decisions stall
- Anticipating escalation paths
- Positioning with clarity
Module 2. Building Cross-Channel Credibility
How to establish authority across channels you don’t directly manage by using shared metrics and consistent reasoning.
12 chapters in this module
- Credibility without control
- Common language for ROI
- Benchmarking across funnels
- Shared dashboards that persuade
- Attribution as a negotiation tool
- Presenting to non-experts
- The myth of platform neutrality
- Time-to-value comparisons
- Channel-specific biases
- Cross-testing frameworks
- Documenting assumptions
- Repetition builds trust
Module 3. Decision-Ready Comparison Frameworks
Turn campaign data into structured comparisons that stakeholders can act on without clarification.
12 chapters in this module
- Designing for fast decisions
- The five comparison axes
- Template for channel trade-offs
- Visualizing marginal returns
- Incorporating risk appetite
- Speed vs accuracy trade-offs
- Seasonality adjustments
- Budget floor and ceiling logic
- Error band communication
- Scenario planning layout
- Benchmarking against peer data
- Versioning your recommendations
Module 4. Stakeholder Alignment Patterns
Learn the subtle patterns that get buy-in without friction, even when stakeholders have competing priorities.
12 chapters in this module
- Reading decision motives
- The ask behind the ask
- Pre-meet alignment tactics
- Framing before presenting
- Using third-party validation
- Building coalition quietly
- Escalation as a tool
- Timing your input
- Naming unspoken trade-offs
- Creating exit ramps
- Follow-up that sticks
- Documenting the rationale
Module 5. Influencing Without Ownership
How to shape outcomes in areas where you have no formal control, using trusted inputs and repeatable artefacts.
12 chapters in this module
- The influence spectrum
- Inputs that get reused
- Becoming the source
- Reducing rework loops
- Designing for repurposing
- Citation as influence
- Building reference patterns
- Positioning with data
- When to escalate
- When to step back
- Owning the narrative
- Creating pattern recognition
Module 6. Trade-Off Communication
Turn complex trade-offs into clear, non-technical narratives that guide rather than inform.
12 chapters in this module
- Beyond data presentation
- Story structure for trade-offs
- The three-sentence rationale
- Risk communication templates
- Framing upside and downside
- Avoiding false balance
- Naming uncertainty
- Speed of response context
- Time horizon alignment
- Cost of inaction framing
- Alternatives that don’t exist
- Closing with direction
Module 7. Repeatable Artefacts That Compound
Design templates and frameworks that gain influence every time they’re reused by others.
12 chapters in this module
- Artefacts as influence
- Designing for reuse
- Template version control
- Embedding assumptions
- When to standardize
- Sharing without overexposure
- Ownership vs adoption
- Feedback loops that scale
- Internal documentation
- Searchability of artefacts
- Cross-team discoverability
- Building a library
Module 8. Defending Spend in Downturns
How to position marketing investments as essential, even when budgets tighten, using precedent and pattern recognition.
12 chapters in this module
- The defensibility mindset
- Precedent as a tool
- Historical CAC curves
- Value of consistency
- Avoiding overcorrection
- Benchmarking stability
- Speed of recovery data
- Cost of starting over
- Phasing vs cutting
- Maintaining optionality
- Reactivation cost logic
- Timing the pivot
Module 9. Vendor Selection Judgment
Shape vendor and platform decisions by positioning performance insight as a core evaluation criterion.
12 chapters in this module
- Vendor evaluation inputs
- Performance under scrutiny
- Integration cost myths
- Total cost of ownership
- Testing and pilot design
- Reference client interviews
- Alignment with attribution
- Scalability limits
- Exit cost considerations
- Roadmap skepticism
- Internal support burden
- Building a scoring model
Module 10. Hiring and Resourcing Inputs
Gain influence over team composition by linking structure to performance outcomes and trade-off clarity.
12 chapters in this module
- Skill mapping to trade-offs
- Role clarity by channel
- Bandwidth vs burnout
- Cross-training logic
- Agency vs in-house
- Specialist generalist balance
- Performance in hiring criteria
- Team size benchmarks
- Time allocation patterns
- Skill gap diagnostics
- Future-proofing roles
- Influence through staffing
Module 11. Strategic Direction Signals
Position performance data as early indicators of market shifts that inform broader business strategy.
12 chapters in this module
- From metrics to signals
- Identifying inflection points
- CAC elasticity trends
- Conversion decay patterns
- Channel saturation signs
- Audience fatigue markers
- Pricing sensitivity tests
- Messaging resonance
- Feedback loop velocity
- Cross-functional signals
- Timing strategic pivots
- Documenting signal chains
Module 12. Becoming the Default Voice
What to do when peers start deferring to you, and how to scale that influence sustainably.
12 chapters in this module
- Managing increased load
- Delegation without dilution
- Building redundancy
- Creating influence paths
- Mentoring junior voices
- Avoiding bottleneck status
- Owning the narrative arc
- Credibility maintenance
- Staying grounded in data
- Expanding scope gradually
- Knowing when to reset
- Documenting your footprint
How this maps to your situation
- When reviewing QBRs with stakeholders
- Before major platform renewal cycles
- During cross-functional planning sessions
- When new hires are being scoped
Before vs. after
Before
You execute campaigns well, but decisions about where to invest next are made without your direct input.
After
Peers and stakeholders actively seek your input when choosing between channels, platforms, and trade-offs.
What's included with your purchase
- 12 modules with 12 chapters each (144 chapters)
- Downloadable templates and worked examples for every module
- Hand-built implementation playbook delivered alongside course access
- 30-day money-back guarantee
Delivery and format
- Course and learning environment access provisioned within 24 hours of purchase
- Hand-built implementation playbook delivered alongside course access
Format: Text-based modules and chapters in the Art of Service learning environment, plus downloadable templates and worked examples for every chapter, plus the hand-built implementation playbook delivered alongside course access.
Time investment: 45 minutes per week for 12 weeks, with asynchronous access to all materials.
If nothing changes
Remaining seen as execution-only risks being sidelined during strategic planning, even when your data holds the key.
How this compares to the alternatives
Generic marketing courses teach broad tactics. This is tailored to practitioners who already deliver results but want influence over what happens next.
Frequently asked
Is this about improving campaign performance?
No. It’s about improving your influence when decisions are made about where to invest marketing spend.
How is the course structured?
12 modules, each containing 12 chapters (144 chapters total).
Will I get 1:1 time with an instructor?
No. The course is self-paced and text-based, with templates and a playbook to apply immediately.
$199 one-time. 45 minutes per week for 12 weeks, with asynchronous access to all materials..
Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.
30-day money-back guarantee·
144 chapters·
Hand-built playbook included·
Account access within 24 hours