“I wish our company could see just how valuable I am.”
Become Your
Company’s Secret
Marketing Weapon
Get results. Get recognized. Discover a breakthrough approach to
marketing that drives ROI your boss can’t ignore, so you can be seen
as a true marketing leader inside your organization
(and finally get the recognition you deserve).
Trusted By
As the person who’s responsible for marketing your company’s products, you know:
Being able to show results is the most critical piece of the puzzle when it comes to proving you’re getting the job done and making a real impact at work.
You’ve invested so many late nights and early mornings in front of your laptop…
… getting up to speed on new-product specs, features, and benefits so you could create valuable and meaningful collateral and programs around them.
Planning events, creating videos, webinars, and putting together sales decks.
Instead of being able to work strategically, it seems like you’re asked to ping pong back and forth from task to task, tackling “little” projects that “will only take you 5 minutes” but end up taking hours. Right now, you’re being pulled in a thousand directions by too many different people, projects, and deadlines, instead of pulling the strings yourself.
Most of the time these little projects don’t allow you to showcase your FULL expertise and capabilities — and it makes you question why they hired you in the first place when an intern could easily handle them. But you bite your tongue, put on a smile, and do it, because everyone knows that when it hits the fan, the marketing department is always the first to take a hit.
You reason that as long as you follow directions and execute on the CMO’s marketing strategy, your job will be safe.
If you could just show up at your next meeting with a marketing report that clearly shows how many MQLs, let alone how much revenue, you’ve helped bring in, you can breathe a little easier for a while. Maybe your company will see what a rockstar you and the rest of the team are.
In an ideal world, the decision-makers inside your organization would understand that marketing isn’t just critical to the success of the business — it is the key to a sustainable, profitable business.
They would see that marketing isn’t just something you do after a product is created — it’s the lens through which you must measure every profit-generating decision, from product blueprint to customer retention.
You know without a doubt that you and your team could bring so much more to the table, if only you could get a seat.
Before you throw your hands up and just give in to the fact that you and others on the marketing team will forever be “doers” instead of the visionaries, you have to get up close and personal with…
The Top 3 Reasons Your
Marketing Is Being Undervalued Inside Your Organization
You’re getting pulled into projects too late in the game.
It’s one of the most common challenges in almost every organization: the dreaded silo. By the time the sales team or your boss pulls you in for a briefing or gives you your marching orders, it’s almost too late to have any say at all in the overall strategy. You barely have time to get up to speed on the features and benefits, let alone take a step back to assess positioning or evaluate whether or not this product or service actually fills a true gap in the marketplace. The fact is, right now you’re seen as the “marketing person” who executed the strategy. But you need to be seen as “the marketing visionary” who’s critical to setting the direction and strategy.
What you need to know:
You and I know that marketing doesn’t start once you’re ready to launch a product or program. Marketing should be a key component of your company’s go-to-market strategy, from product creation to customer engagement.
But here’s the thing: If you sit back and wait for company executives to look for your input, or the product team to pull you into a meeting, or the sales team to invite you to a strategy session, you’ll be waiting forever. If you want a seat at the table, you have to be willing to ask for it. Which leads me to reason #2.
You haven’t built the right relationships inside your organization.
It’s easier and less intimidating to stay in your comfortable bubble and not “make waves”. But if you’re only rubbing elbows with your cubicle pod and seeing the same faces on Zoom calls day in and day out, you’re missing out on a key opportunity to gain more visibility inside your company.
What you need to know:
One of the keys to becoming a leader inside your organization is getting visibility across every department, especially among key leadership. It pays (literally) to know the guy or gal who can help you get a seat at the table.
Plus, getting in front of key decision-makers across your organization is critical to cementing your reputation, opening the door to new opportunities, and fast-tracking your growth.
The more people you know, the more influence and trust you have. And the more influence you have, the more top of mind you are when it comes time to create a marketing strategy or ensure that upcoming promotion.
You don’t know the best way to communicate results in a way that makes people’s ears perk up.
As marketers, we geek out on data and numbers that others don’t understand or care about. If your reports are nothing but graphs and charts heavy with top-of-funnel, marketing-specific data they don’t understand or care about, you’re going to lose your audience. When others who don’t speak your marketing jargon don’t clearly understand how the results you’re boasting about apply to them, they simply won’t see the value in it.
What you need to know:
When you’re presenting results to someone, there’s one question they want answered:
“What’s in this for me?” The trick is knowing your audience and creating a report that speaks directly to their personal interests.
The good news is…
Transforming your marketing department from “misunderstood” to “money-making machine” is 100% possible (no
matter your experience level or job title).
And it’s simpler than you think.
The key to standing out and turning yourself and your team
into your company’s secret marketing weapon?
Understanding where you can make the biggest impact, building influence and trust with key people, and carrying out
your plan of attack.
All you need is a clear path to getting there. I’m here to clear the trees and flatten mountains, so you can carve out a
runway to revenue (and get you the recognition they deserve).
When I was younger, I wanted to be a fighter pilot. The combination of planning, strategy, and combat seemed both terrifying and exhilarating.
Most important, it was a job that seemed like it required one quality I’ve always known I have: GRIT.
Then I learned that women weren’t allowed (this law was thankfully changed in 1993, by the way), so I had to channel my grit elsewhere, course correct, and chart a new path for myself. One that would still give me the ability to swoop in with strategy, finesse, and yes, a bit of friendly combat.
Silicon Valley became my “battlefield”— and let me tell you, it can be a fierce place to do business (which is exactly why I loved it so much).
I spent 25 years as a marketing professional in Silicon Valley working for large enterprise public companies and bootstrapped, early, and late series startups alike. I thrived on helping companies define, develop, and implement successful marketing strategies that lead to higher revenue, funding, and IPOs.
I started at the bottom, but I was determined to make Marketing synonymous with Revenue.
It was no easy feat in this cutthroat environment. While I’d studied the basics of marketing in college, the real world was decidedly different. I had zero hands-on skills and there was no playbook on office politics I could reference to find my way. No college course on getting people to take me seriously as a marketer.
Every day as a marketer, all I saw was opportunity. Opportunities to…
- Create new products based on market research
- Improve current products based on customer data
- Have more profitable product launches
- Drive more leads through small website changes or smarter campaigns
- Increase customer loyalty and referrals
Every day, I saw money being left on the table because Marketing wasn’t a driving part of the vision. We were an afterthought once a product and its features were already created.
I knew there had to be a better way. A way to help drive the go-to-market strategy from inception to launch, and beyond.
A way to create a cohesive, multi-faceted marketing strategy that aligns with product strategy AND business goals.
So I developed my own Marketing Method. A clear-cut system any marketing professional or team can follow to drive massive results and revenue. It’s a clear, concise way to think about developing, building, measuring, showing impact, and adjusting marketing strategies and programs.
My actionable, results-driven method is based around this idea that with a lot of GRIT, we marketers can make our companies millions, sometimes billions, of dollars in revenue, so we can be taken seriously.
And it’s proven to be true.
Today, I’m brought in by big and small brands alike to implement my G.R.I.T. marketing method, a game-changing new approach that helps marketing teams reimagine the way they approach marketing.
I’ve taught new and experienced marketers alike how to rethink their role as a marketer and advance their careers by boosting their company’s bottom line.
And now? I’m here to help you pilot your own profitable marketing career by showing you exactly how to become a bonafide Marketing Hero inside your organization.
My goal is that you learn to have influence and control over your strategy, programs, and ultimately the overall company performance.
She understands every aspect of what it takes for a go-to market team to drive high growth.
— Sabrina Ricci, Autodesk
When it comes to serious marketing chops and legitimate executive experience, she’s got it all.
— Abigail Tuller, Webgility
What distinguishes Christina is her ability to drive business forward, empowered by data!
— Sabrina Ricci, Autodesk
Diligent, smart, great at prioritizing, and getting the important things done, and easy to collaborate with.
— Marc Theeuwes, Jabil
Companies I’ve worked with include:
So what the heck is the G.R.I.T. Marketing Method?
It’s a clear-cut system any marketing professional or team can follow to drive massive results and revenue. It’s a clear, concise way to help you think about how to develop, build, measure, show impact, and adjust marketing strategies and programs.
Go-to-market strategy:
Understanding your role in defining the overall go-to-market strategy with marketing as the foundation.
RPM: Building repeatable, predictable, and measurable:
Programs that show beyond a shadow of a doubt, the impact of marketing and marketing professionals.
Intent:
Building programs, content, and messaging with intent and purpose.
Tools and technology:
Implementing tools and technology to build a more efficient workflow and increase performance.
Because you can be the best and the brightest marketer on your team.
You can know every feature and benefit inside out and create the most beautiful presentations ever.
But if you…
Fail to earn the trust and respect of cross-functional team members
Can’t justify the spend for optimizing the website
Aren’t intimately familiar with your audience’s customer journey
Don’t know how to identify quick wins that will set you apart
Wait for someone to tell you what to do next vs. being the one making strategic recommendations
Focus on day-to-day tasks, not longer-term goals and strategy
You’ll be invisible instead of standing out.
Because when it comes to being seen, heard, and appreciated as a marketer, the difference between those who rise to the top and those who are the first to get let go when budgets are cut is an essential combination of skills they don’t teach in most marketing courses.
The balance of power will shift when you…
- Learn to have influence and control over your strategy, programs, and ultimately the overall company performance
- Understand how to lay the groundwork for showing that marketing is essential and should be thought of as a revenue center, not a cost center
- Know how to demonstrate the value and impact you bring to the company
- Build trust with executives to be more effective
INTRODUCING
THE INDISPENSIBLE MARKETER
My step-by-step methodology to driving real, measurable marketing ROI for your organization, so you can prove yourself, be seen as the company’s resident marketing expert, and advance your career goals.
After decades of helping SaaS companies take their products to market, I’ve developed a streamlined, proven process called the G.R.I.T. Marketing Method that works for Marketing Managers and professionals who are:
- Hustling to prove themselves every. single. day.
- Tired of being left out of important meetings (i.e., they’re the last to know about everything)
- Tasked with marketing a product and/or features that people just don’t want (and then blamed when it doesn’t sell)
- Worried they may be let go any day
- Ready to be seen as the indispensable Marketing Rockstar that they are
- Know in their bones that they’re destined to “play big”, achieve massive success, and become a force in their industry
THE RESULT IS:
An easy-to-follow method that gives you a crystal-clear, *can’t fail* methodology for driving results your company cares about, and getting the credit, respect, and advancement opportunities you deserve.
Here’s how it works…
There are 8 core learning modules, plus a comprehensive library of worksheets, resources, and exercises to help you put your learning into action from Day One, so you can develop and implement your own plan to boost revenue exponentially year-over-year and get credit for it, thereby establishing yourself and your role at the company as essential so you have a clear career path.
In this module, we’ll lay the foundation for what it means to be an effective marketing leader inside your organization.
The truth is, most marketing teams are brought into the process too late. You’re simply not invited to the meetings where strategic, game-changing decisions are made. Our goal is to get you a seat at the table.
That’s why, inside this introductory module, we’ll press pause and examine the entire go-to-market strategy and customer journey, so you understand exactly where in the process you need to insert yourself going forward. We’ll also begin to unpack my G.R.I.T. Marketing Method. By the end of this module, you’ll have a bird’s eye view of the entire customer journey, from product development to customer retention.
We’ll dive into:
- Go-to-market strategy
- Customer journey from A-Z (and why you should be a part of it)
- How your customers go from “unaware your product exists” to “ready to buy”
- The recent shifts in marketing you must understand
- The critical steps that most marketing professionals are missing
- Meetings you MUST sit in on (that you’re currently missing)
- The G.R.I.T. Marketing Method at a glance
You’ll use the following tools:
- Marketers Map of Influence, a tool that will guide you through pinpointing the areas in your organization where you can have more influence
Before going into battle, you need a strategy.
Before you develop your strategy, you need to zoom out and understand the key players, the lay of the land, and the terrain, so you know exactly where to position your troops.
In this module, you’ll begin to create your own Map of Influence from inside your marketing organization. In other words, you’re going to identify the key areas inside your organization where you can make the most impact and have more influence. You’ll also identify the key players you need to start building trust with and map out your personalized route for establishing yourself and your role at the company as essential. I’ll guide you toward pinpointing each touchpoint you need to develop along the way.
We’ll dive into:
- What it means to have influence inside your organization
- The 4 typical phases of the customer journey
- The influential touchpoints along the customer journey you must be a part of
- How to identify opportunities and key players inside your organization
- How to build your Map of Influence
You’ll use the following tools:
- The Customer Journey Check List
- Marketer’s Map of Influence, a visual tool that lets you see where you can influence
Baby steps is the name of the game here.
When it comes to showing how you can generate results, it’s simplest to start with the areas you already have access to. In this case, that would be the marketing levers that impact The Lead Lifecycle.
I’ll guide you through assessing and evaluating small changes that can help you make a big impact in lead generation, whether it’s recommending a change to your organization’s website, creating a webinar series, building a thought leadership program, or developing digital advertising campaigns. By the end of this module, you’ll have a list of 3-5 action items that will help you generate results that put you on the map.
We’ll dive into:
- The simple key areas where you can make a big impact
- Real-life case studies, so you can see this in action
- Prioritizing which item to tackle first
- The steps to take to get a seat at the table, so you can begin to generate actual results such as helping generate more quality leads, more revenue, and shortening the sales cycle
- How to show and prove your results (and who to share it with)
You’ll use the following tools:
- Sample Future State to show what your lead lifecycle should look like
- Lead Lifecycle Audit, so you can identify the gaps quickly
- Touchpoint Checklist, so you don’t overlook any potential areas of improvement
- Touchpoint Prioritization Cheatsheet For Maximum Benefit, a guide to help prioritize the touchpoints that pack the most punch
- Sample Scenarios, to see how to apply this day to day
- Executive Point of View
Historically, the Buyer’s Journey is owned by the sales team.
In this module, I’m going to show you how marketing should have an influence in this area and how to get it. First, you’ll identify the key people you need to get in good with. Then, I’ll share the exact steps you need to take to identify where you can make the most impact in the Buyer Journey.
By the end of this module, you’ll have a list of dozens of options that will help you generate results that put you on the map.
We’ll dive into:
- How to audit your Buyer Journey from the moment they first make contact to the second they take out their credit card
- The simple key areas where you can make a big impact (from updating your website intake form to optimizing your proposal process)
- Real-life case studies, so you can see this in action
- Where to start when it comes to influencing the Buyer’s Journey at every touchpoint (and where to start recommending strategic changes)
- Inserting yourself into the conversation at every level
- How to show and prove your results (and who to share it with)
You’ll use the following tools:
- Sample Future State to show what your Buyer Journey should look like
- Buyer Journey Audit, so you can identify the gaps quickly
- Touchpoint Checklist, so you don’t overlook any potential areas of improvement
- Sample Scenarios, to see how to apply this day to day
A misconception about marketing is that it ends once a prospect becomes a customer.
Keeping our current customers happy and maximizing that lifetime value is essential to keeping revenue consistent and building your organization’s reputation, so you can generate new leads via referrals. Marketing can and should play a key role in this.
First, I’ll guide you through getting to the heart of what key players inside your organization want to hear from you. What will make their ears perk up when you speak? Then, I’ll share the exact steps you need to take to identify where you can make the most impact on Customer Engagement.
By the end of this module, you’ll have a list of 3-5 action items that will help you generate results that put you on the map.
We’ll dive into:
- How to audit your Customer Engagement experience, from the moment they become a customer
- The simple key areas where you can make a big impact (from revamping your customer onboarding to creating a new rewards and referral program)
- Real-life case studies, so you can see this in action
- Identifying where to begin to make the most impact and show real results
- Key meetings and decisions you need to become a part of (and how to make sure you’re in the room)
- How to structure and present your results in a way that makes you look like the hero
You’ll use the following tools:
- Sample Future State to show what your Customer Engagement should look like
- Customer Engagement Analysis, finding the opportunities and questions to ask
- Touchpoint Checklist, so you don’t overlook any potential areas of improvement
- Touchpoint Prioritization Cheatsheet For Maximum Benefit, a guide to the touchpoints that pack the most punch
- Sample Scenarios, to see how to apply this day to day
- Executive Point of View
You reach the holy grail of influence when you’re able to approach your organization and say, “I know I can help make our product better, so we can be more profitable.”
In this module, I’ll guide you through how to achieve this level of Marketing Nirvana so that when you speak, people listen. We’ll leverage the power of real data and customer insight to help you strategically prioritize your product releases, increase demand, and make the sales department happy too. Then, I’ll share the exact steps you need to take to identify where you can make the most impact in this area.
By the end of this module, you’ll have a list of 3-5 action items that will help you generate results that put you on the map.
We’ll dive into:
- How to analyze the Product Blueprint process
- The simple key areas where you can make a big impact (from leading the creation of customer surveys to recommending new features that could help extend your customer lifetime value)
- Real life case studies, so you can see this in action
- Finding the low hanging fruit, so you can show real results quickly
- Showcasing both your quick wins and the progress you’re making on longer-term projects
You’ll use the following tools:
- Sample Future State to show what your Product Development should look like
- Product Blueprint Audit, so you can identify the gaps quickly
- Touchpoint Checklist, so you don’t overlook any potential areas of improvement
- Touchpoint Prioritization Cheatsheet For Maximum Benefit, a guide to the touchpoints that pack the most punch
- Sample Scenarios, to see how to apply this day to day
- Executive Point of View
Now that you have a clear picture of all the areas where you can step in and make real impact…
It’s time to complete your Map of Influence so you can reference it every day.
You’ll use the following tool to complete this module:
- Map of Influence Template
- Touchpoint Checklist
- Touchpoint Prioritization Cheatsheet For Maximum Benefit, a guide to the touchpoints that pack the most punch
- Sample Scenarios, to see how to apply this day to day
- Executive Point of View
Now that you’ve completed your Map of Influence, it’s time to make sure this way of thinking and acting is your “new normal.”
We’ll dive into:
- Keeping your Map of Influence top of mind
- How to get others to buy into your map
- How to transition from implementing someone else’s plan to influencing the company’s bottom line
You’ll use the following tools:
- Marketing Tactics Checklist, a list of everyday tasks you’ll tackle in your new norm
- Ongoing Measurement To Check Progress
- Checklist For Marketing Tactics And Collateral, so that whether you’re assessing your company website or creating a new webinar, you know what things to think about when creating your materials
PLUS These Bonuses
Live, expert Training
So that you can work through your roadblocks in a matter of minutes and maintain your momentum right until the end.
Digital copy of my book Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy
Learn go-to-market strategies that boost revenue-and help earn your marketing team the hero status it deserves.
The Master Marketer Bonus Pack
- Business Growth Breakthroughs: Your step-by-step guide to IDing untapped opportunities for revenue, profit, and success
- Audience Accelerator: The ultimate guide to knowing who you serve and zeroing in on your ideal customer
- Power of Positioning: Your go-to resource for understanding how to stand out in a crowded market
Ready to be seen as the
marketing genius in your company?
Your experience starts immediately, once you click the “Join Now” button below. Once you click the button below, you’ll be taken to our secure checkout.
When you register, you’ll receive an email confirming your registration. Your email will include instructions on how to access your learning portal.
If you have any questions along the way, our Program Team is here to help you get access to the content and ensure you get the most out of the program.
$3,597
or 4 monthly payments of $989
(A $22,565 value!)
Lifetime Course Access
Over 50 Worksheets, Guides and Tools you can use today
Resource Center Access
Map of Influence Framework
Live, Expert Weekly Training
Digital Copy of Sway
Review of Final Map of Influence
Bonus Course: Who do you serve?
Bonus Course: Understanding Your Audience
Bonus Course: Become a Master Marketing Strategist