Joining the Marketing Leadership Masterclass. What’s it going to be like?
A fun, 12-week sprint: The Fall program runs October 10, 2022 – January 29, 2023 (including a well deserved holiday break from December 12 to January 08).
12 modules, seeded weekly: Each week we’ll message you with new, bitesize lectures, including videos and some readings.
A real community: Learn together with peers from around the globe, 24/7. Ask questions, solve problems together.
True diversity: Meet marketers who work client-side, agency-side—from a large variety of industries.
100% online, at your own pace: Take lectures as they come out, binge-watch—you choose.
Workbook: Craft your own personal plan along the way.
Masterclass mentors: Reach out if you need help. Our mentors are there for you.
Live sessions: Problem solve directly with Thomas, Syl, and top-ranking guest mentors (join live or watch the recordings).
Optional “challenges”: You’ll get to solve 4 of them.
Certificate in Marketing Leadership: Go for merit or even distinction!
In just 12 weeks, become the influential marketer you always wanted to be!
How this class works. All you need to know in short clips.
Success stories. See how the Marketing Leadership Masterclass has made a difference for our alumni.
Learning redefined. You aren’t just watching—you’ll join the debate.
We’ve designed one of the world’s most interactive learning platforms to help you learn from your peers.
Step 1: watch. We’ll release fresh lectures every couple of days, with short videos and readings.
Step 2: discuss. For each lecture, we have formulated a set of powerful questions—centered around your work. Join the community debate, share ideas, ask questions, support each other—24/7.
Step 3: apply. With help of questions and your workbook, build your plan. Make change happen—right next day.
You’ll learn a lot from the videos. But the real magic happens when you team up and solve problems together with your peers.
Guest mentors. Learn from top-ranking leaders during our fireside chats.
Learn marketing leadership. In 12 pathbreaking modules.
Leading marketing isn’t the same as doing marketing.
You love marketing. You have a passion for customers. But you realize, for success, doing marketing isn’t enough. For real business impact – and a rocking career – you need the support of bosses, clients, colleagues. We call this leading upwards and sideways (see our McKinsey Quarterly article).
For this Masterclass, we’ve designed a world-class 12-module curriculum. Learn practical tools of organizational psychology, motivation, and change. Get access to the insights from the world’s largest studies on marketers’ success. Each module has bitesize lectures with videos, questions for your Power Journal, further reading, and a lively peer discussion!
Get personal support. Our Community Mentors look forward to working with you.
Meet our Community Mentors can’t wait to help you learn, connect, inspire. Successful marketers and previous Marketing Leadership Masterclass participants, they know what it takes to make marketing leadership work.
Head of Brand/Product Marketing, Eduction Perfect
Nandini Anitha Nandakumar
Senior General Manager, Marketing, Diageo
Independent Marketing Consultant & Mentor
Marketing Strategy Manager, Camelot
Head of Brand Marketing, ODDSET
How it all started: The world’s largest ever study on marketers’ success.
What makes an effective and successful marketing leader? To find out, we conducted the world’s largest ever study of marketing leadership, involving over 68,000 executive assessments. For the first time, their research revealed 12 essential traits that can make or break marketers’ business impact and career success. Read the details in the #1 leadership book for marketers: The 12 Powers of a Marketing Leader
The Marketing Leadership Masterclass takes all learnings to a whole new level—including brand new insights from top global business schools and C-suite leaders.
"Everything you need to know to be a superior marketing leader"
Thinkers 50 #1 Leadership Thinker in the World
“The essential leadership playbook for the CMO of the future.”
Former Global Marketing Officer, Procter & Gamble
“A must-read for every present and future CMO who cares about making a difference.”
Author of All Marketers Are Liars
“A masterful dissection of what it really takes to lead marketing.”
“A persuasive and well-researched perspective on the opportunities open to marketers to lead for change.”
“The Essential read for any marketing professional looking to take the next step in their career.”
Global Managing Director, McKinsey & Company
“This might just become the bible for marketing leaders.”
Founder and CEO, The Marketing Academy
Research-based, but brought to life by human beings.”
—SIR MARTIN SORRELL
Thomas is a former partner of McKinsey and an organizational psychologist. He conducts research at the intersection of marketing and leadership – including the world’s largest study – with over 68,000 assessments – on what makes for an impactful marketing officer. Every year, he speaks at countless company events and conferences.
Thomas has written the first Marketing Leadership Masterclass in 2016. The aim? Help build the next generation of influential change leaders.
His and Patrick Barwise’s book, The 12 Powers of a Marketing Leader, has set the new standard for marketing leadership. As a dean of the firm’s highest-rated internal program, Thomas trained over a thousand McKinsey leaders on driving change without authority. To date, thousands of executives have attended his marketing leadership classes.
Thomas is Marketing Academy leadership dean and an Honorary Fellow of the Marketing Society.
His work appears in Forbes, Marketing Week, and on his TryThis.Blog.
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.
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Answers to your questions
Who is this Masterclass for?
We welcome all skill levels. The Marketing Leadership Masterclass is for everyone who wants more impact and career success. If you want to make change happen, this class is for you.
Experienced leaders will learn how to shape the top agenda, influence throughout the firm, and build powerful teams that ask for forgiveness, not for permission.
Emerging leaders will discover why projects sometimes get stuck and what the world’s best influencers do to win.
Agency executives will gain the skills to influence the people who matter and become their clients’ most trusted advisor by helping them achieve real impact.
Career movers will learn how to plan their next gig, get ready to ask the right questions, set the right priorities, and hit the ground running.
What exactly is included in the Marketing Leadership Masterclass?
- 12 modules, seeded over 12 weeks, covering all aspects of marketing leadership
- Networking with peers on our 24/7 discussion board, where you can ask questions and help others
- 50+ videos, exercises to trigger your thinking, links to articles and speeches …
- … bitesize insights, perfect for busy people
- 100 days overall access to the platform
- Weekly email updates, SMS reminders (optional)
- Interactive live sessions with Thomas, Syl and a panel of guest speakers
- Becoming part of the Marketing Leadership Masterclass Alumni network
Read the full brochure.
Can I take the class in my time zone?
You absolutely can. First off, we have participants from around the globe. All modules are available on demand, 24/7. For the live sessions, we’ll try and match all time zones. In case you can’t join at that particular time, you can always watch the recording. No matter if you live in the Americas, APAC, Africa, Europe—the class is there for you at your own time.
Can I access the class from anywhere in the world?
We have built the Marketing Leadership Masterclass, using some of the world’s most advanced technology platforms, for example Discourse and Vimeo. Both have proven to be highly reliable and accessible from all around the world. In rare cases, governments may block even these major global platforms, meaning participants can only access the class using a VPN. A simple way to check is to click the two links above.
Are there exams? Will I receive a certification?
The Marketing Leadership Masterclass is a rigorous, comprehensive course. It holds powerful strategies to help you tackle real life issues. You’ll get to discus with peers. You’ll work on your personal plan. We’ll put on 4 fun challenges. But there are no exams. You don’t need people to check on your knowledge. Your real exam is life. That’s what we are helping you build.
Upon completion you will receive your Certificate in Marketing Leadership. We’ll award pass, merit and distinction, depending on how much you have contributed to the class discussion and how many challenges you have handed in. The Certificate also confirms the average total hours of professional learning (currently 38).
What's the real time commitment?
You have a lot of freedom to decide your time commitment.
If you are looking to experience the full Marketing Leadership Masterclass depth, devote 3-4 hours per week. If you are very pressed for time, 30 minutes a week will allow you to attend all lessons and discuss with peers.
Here is a simple 1-2-3 rule. Each week, watch 1 lecture, ask 2 questions, and answer 3 questions from your peers. If you can do that – and that’s easy, right? – you’ll take your skills to a whole new level.
How does the discussion platform work?
On the Marketing Leadership Masterclass platform, you can collaborate with participants from different companies, across the globe. Form groups – start new topics – join powerful debates. We have mentors to help direct the discussion—as needed. Thomas and Syl will reply to your questions during the Q&A sessions.
How much does the Marketing Leadership Masterclass cost?
The standard tuition fee for the full 12-week course, all material, the live sessions, and 100 days access to the collaboration platform is 1,295 € + VAT for companies, where applicable. That’s less than your average couples’ weekend trip.
Booking for a team? Contact us and we’ll get you a great group rate.
Read the full brochure.
Is the Masterclass good value?
The Marketing Leadership Masterclass differs from almost any other class you can take. At its heart is intense peer discussion. You can interact and learn with others, debate, and form groups. In this Masterclass, you’ll work on real-life issues—based on rigerous research and proven leadership strategies. If you fully embrace it, this class will be transformational for your career.
When can I start?
Why is this risk free?
You’ll join a group of very engaged peers from around the globe. The Masterclass get’s top student ratings. It’s important to us that the class – and the timing – is right for you. That’s why we offer you the following:
- If your plans change before or early on in the class, we’ll happily book you on the next class
- If you have attended the full class, and – after you graduate – believe it wasn’t worth your while, we’ll refund you the full fee
Interested? Read the full brochure.
How does the Marketing Leadership Masterclass differ from other classes?
Leading marketing isn’t the same as doing marketing. The Marketing Leadership Masterclass doesn’t teach functional marketing. This class equips participants with core principles of organizational psychology: how to mobilize people and lead growth—inside firms and with clients.
In the world’s largest ever study on marketer’s impact and career success, Thomas and Prof. Patrick Barwise have proven: marketing leadership skills trump functional marketing skills.
To the best of our knowledge, no other class in the world is teaching executives the art of mobilizing bosses, colleagues, clients, teams, and self—to achieve what really matters: making business growth happen.
Read the full brochure.
Where does this class fit in our learning schedule?
The Marketing Leadership Masterclass teaches marketers organizational psychology. It complements standard firm trainings.
Most firm training calendars include A) functional training (e.g. product management, pricing, digital, finance), B) company training (e.g. ways of working, culture, processes), C) generic leadership training (e.g. leading teams, mindfulness, purpose).
Typically, none of these trainings focus on organizational psychology and prepare marketers for the unique challenges of the role.
The Marketing Leadership Masterclass complements standard trainings. Participants learn how to bridge the important trust and power gaps—and how to lead bosses, clients and colleagues to actualize change.
Participants will benefit most if they work inside an organization and/or lead clients. We welcome all skill levels.
Shall I send a team?
Absolutely: yes. Our participants leave the class equipped with powerful strategies for change. Imagine what could happen when an entire team joins. People will start to speak the same language, ask similar questions, draw on joint learnings. We believe in the power of team learning and we highly encourage it.
When a team joins the Marketing Leadership Masterclass, we’ll assign a dedicated mentor to your group. The mentor will constantly observe the group dynamics and can work with you to maximize success.
We also have attractive group rates. Just contact us for the details.
Is this only for people from the marketing department?
What’s a marketer? In our view, a marketer is everybody in the business of change. The Marketing Leadership Masterclass is for people who market a product, a service, or simply an idea. This class is about mobilizing people for change—a broad skillset that’s going to be useful for most leaders.
We have a broad range of participants from B2B firms, consumer goods companies, consultancies, agencies, technology firms.
Check out some of our past participants here.
Without exam, how can we be sure people have learned?
You want to invest in training the delivers results. We agree.
But how to find out? Many courses end with exams. Instructors check on people’s learnings—often via a multiple choice test or a final paper. That can be useful. We want to go further.
For over a decade, Thomas has lead the highest rated learning programs for McKinsey and other firms. He’s also the dean of the Marketing Academy CMO Fellowship. During many years of practice, he made a stunning discovery: success in business had little to do with people’s exam results. A much better success-predictor were the quality of their contributions in the classroom (1) and their ability to reflect and make a real plan for change (2).
The Marketing Leadership Masterclass builds exactly on those two pillars. We award pass, merit, distinction, based on a participant’s contribution to the debate (1) and their handing in of the reflection papers (2).
We are confident: if someone leaves the Marketing Leadership Masterclass with a distinction, they truly are distinctive.
Are you offering company programs?
We believe in team learning. Doing this with us is easy.
For groups of less than 70 people, the most powerful option is joining one of our open programs. This way, everybody will benefit from the live debate with peers from around the globe. We’ll assign your team a dedicated mentor who can help steer the group’s success.
If your team is larger, we can put on a dedicated program. It’s an easy 3-step process:
- Together we’ll agree the learning goals and the participant profiles
- We’ll build your tailored learning platform (questions, workbook, schedule, live sessions)
- Your team works with dedicated mentors throughout the program. (We’ll also put on a farewell gig to celebrate together)
Booking for a team? Contact us for details.
Is the Marketing Leadership Masterclass accredited?
Accreditations are useful for certain types of standard courses. The badge helps the course stand out. It also helps learning professionals avoid errors. It’s about norms.
We are taking a very different approach. Instead of keeping everything standardized, we develop each Masterclass to be the best version it can be. Each day, we monitor participant engagement. Every participant is different. Every cohort is different. For example, we add or remove lectures as we go, based on what participants need. We don’t target norms—we target impact. We believe our participant’s success is proving us right.
Based on participant contribution, we will award a Certificate in Marketing Leadership. Participants can achieve three levels: pass, merit, and distinction. The Certificate also confirms the average total hours of professional learning (currently 38).
Can we pay by invoice?
Joining the class is as easy as buying a conference ticket. Our platform takes all major credit cards and you’ll get an invoice momentarily.
We are offering invoice payments for groups of 15 or more participants, as long as payment is received by the start of the class.
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:
I like to take the world’s foremost 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. I’ve developed my functional skills. But I realize, making change happen can be tricky. It’s about getting support from decision makers, colleagues, clients/customers. That’s what I need to learn now.
In particular, I believe this class will help me to …
Any training next to my demanding projects will stretch me. Luckily, the class is very flexible. I can shedule lectures to fit my calendar. I’ll make the time by doing the following …
The class costs less than a conference ticket 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.
Would you support me and reimburse the training fee?