A tailored course, built for your situation
Influence Across More Business Units as a Marketing Practitioner
Expand the impact of your marketing work beyond silos and into enterprise-wide initiatives
$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.
Marketing efforts stuck in functional silos
The situation this course is for
Even well-crafted campaigns lose momentum when they can't gain traction beyond the immediate team. Messages get diluted, timelines stall, and leadership visibility remains limited to project closes rather than strategic positioning.
Who this is for
Mid-level marketing practitioner in a multi-unit tech organization driving alignment-sensitive initiatives
Who this is not for
Entry-level marketers, agency staff focused on external clients only, or those not involved in cross-functional programs
What you walk away with
- Repeatable messaging frameworks adopted across regions
- Cross-functional project leads coming to you first
- Marketing assets repurposed by sister teams without prompting
- Visibility on leadership agendas beyond marketing
- Confidence to lead enterprise-wide rollouts without escalation
The 12 modules (with all 144 chapters)
Module 1. Mapping Stakeholder Touchpoints
Identify where your marketing work intersects with other teams and functions. Build a living map that tracks influence pathways across the organization.
12 chapters in this module
- Start with the buyer journey
- Map internal stakeholders
- Identify decision thresholds
- Name handoff points
- Track comms across teams
- Document feedback loops
- Spot duplication patterns
- Find alignment gaps
- Pinpoint escalation triggers
- Trace message drift
- Capture approval cycles
- Benchmark adoption speed
Module 2. Designing Transferable Messaging
Create core narratives that hold across regions and units. Develop templates that preserve intent while allowing localized adaptation.
12 chapters in this module
- Isolate message core
- Define non-negotiables
- Build adaptation rules
- Create localization guides
- Version control messaging
- Embed usage instructions
- Test clarity with new hires
- Validate across regions
- Track reuse frequency
- Measure consistency
- Gather peer feedback
- Update based on drift
Module 3. Building Cross-Unit Buy-In
Learn how to secure early support from adjacent teams. Turn skepticism into collaboration using proven engagement patterns.
12 chapters in this module
- Identify early adopters
- Schedule lightweight syncs
- Share draft assets early
- Invite input selectively
- Highlight mutual benefits
- Document contributions
- Credit collaborators publicly
- Host joint reviews
- Adjust based on feedback
- Track participation growth
- Recognize repeat supporters
- Scale through champions
Module 4. Creating Enterprise-Ready Artefacts
Transform campaign materials into reusable references. Make your outputs easy to adopt, adapt, and attribute.
12 chapters in this module
- Start with adoption in mind
- Name every template purpose
- Add usage examples
- Include version history
- Clarify ownership
- Set update expectations
- Build READMEs for assets
- Tag for discoverability
- Host centrally
- Link related pieces
- Gather reuse data
- Improve for next cycle
Module 5. Scaling Through Peer Networks
Leverage informal connections to spread best practices. Turn one-off wins into lasting influence.
12 chapters in this module
- Map peer relationships
- Identify shared goals
- Share wins selectively
- Offer help proactively
- Ask for input often
- Celebrate joint results
- Swap tactics monthly
- Track cross-team lifts
- Build peer bank
- Cross-reference work
- Invite co-authorship
- Grow multiplier effect
Module 6. Navigating Regional Variations
Adapt core messaging for different regions without losing coherence. Maintain consistency while respecting local needs.
12 chapters in this module
- List regional differences
- Group by similarity
- Define adaptation scope
- Set localization guardrails
- Train regional leads
- Review sample outputs
- Audit for drift
- Fix inconsistencies early
- Share successful variants
- Update core template
- Measure local uptake
- Balance flexibility with control
Module 7. Measuring Influence Reach
Quantify how far your work travels. Track adoption, reuse, and attribution across units.
12 chapters in this module
- Define adoption signals
- Track asset downloads
- Monitor mentions
- Capture co-opted messaging
- Count peer references
- Survey cross-team use
- Audit for fidelity
- Map influence network
- Calculate ripple effect
- Benchmark against peers
- Report reach quarterly
- Tie to business outcomes
Module 8. Leading Without Authority
Drive alignment when you don't control budgets or timelines. Use influence to move projects forward.
12 chapters in this module
- Clarify shared objectives
- Frame as win-win
- Offer low-lift asks
- Deliver on small promises
- Build credibility fast
- Escalate strategically
- Maintain neutrality
- Stay outcome-focused
- Track indirect progress
- Recognize contributors
- Document momentum
- Scale through trust
Module 9. Embedding in Operational Workflows
Ensure your marketing materials become part of routine processes. Move from ad-hoc use to embedded practice.
12 chapters in this module
- Find regular touchpoints
- Align with planning cycles
- Integrate into playbooks
- Add to onboarding
- Link to recurring meetings
- Automate distribution
- Update with refresh cycles
- Tie to KPIs
- Tag in project systems
- Monitor active use
- Audit for relevance
- Iterate based on feedback
Module 10. Shaping Cross-Functional Narratives
Become the default source for messaging that unifies teams. Position your work as central to enterprise storytelling.
12 chapters in this module
- Identify unifying themes
- Draft narrative spine
- Test with leadership
- Align supporting content
- Share across functions
- Solicit refinements
- Track narrative adoption
- Measure consistency
- Update based on shifts
- Embed in presentations
- Credit origin
- Scale through usage
Module 11. Driving Enterprise Adoption
Turn one team's success into company-wide practice. Lead change without formal mandate.
12 chapters in this module
- Document case wins
- Build success dossier
- Identify expansion paths
- Approach peer leads
- Share lessons learned
- Offer support package
- Track expansion rate
- Gather testimonials
- Refine rollout kit
- Celebrate milestones
- Optimize for reuse
- Measure enterprise impact
Module 12. Sustaining Multi-Unit Influence
Keep momentum after rollout. Ensure long-term adoption and continued relevance across evolving priorities.
12 chapters in this module
- Schedule refresh cycles
- Update based on feedback
- Track version decay
- Audit for reuse
- Monitor stakeholder shifts
- Adjust for new entrants
- Celebrate longevity
- Measure consistency over time
- Update guardrails
- Plan for iteration
- Document evolution
- Hand off sustainment
How this maps to your situation
- Launching a campaign across regions
- Rolling out a new product line
- Aligning go-to-market across divisions
- Expanding into new markets
Before vs. after
Before
Marketing initiatives remain confined to immediate teams, with inconsistent adoption and limited visibility beyond core functions.
After
Your campaigns become reference models adopted across business units, with peer teams initiating collaboration and leadership citing your work in cross-functional reviews.
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: Approximately 3 hours per module, designed to be completed at your own pace over 6-8 weeks.
If nothing changes
Continuing with siloed execution risks reduced visibility, slower adoption of your work, and missed opportunities to position marketing as a strategic enterprise function.
How this compares to the alternatives
Unlike generic leadership or communication courses, this program focuses on specific, actionable frameworks used by marketing practitioners who've successfully scaled influence across complex organizations.
Frequently asked
Who is this course for?
Marketing practitioners in multi-unit organizations who want their work to have broader enterprise impact.
How is the course structured?
12 modules, each containing 12 chapters (144 chapters total).
Can I apply this if I don't lead a team?
Yes. The course is designed for individual contributors driving cross-functional outcomes.
$199 one-time. Approximately 3 hours per module, designed to be completed at your own pace over 6-8 weeks..
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