Course 10: The modern CMO toolkit

Articles

Lesson 10.1: Why marketing is accountable for revenue quality Lesson 10.2: Customer selectivity starts in marketing Lesson 10.3: Campaign revenue forecasting Lesson 10.4: From volume to predictability Lesson 10.5: Marketing as a revenue intelligence leader

Course Description

This course positions the CMO as accountable for revenue quality, not just demand generation. It explains how customer selectivity begins in marketing, why campaign revenue can be forecasted, and how predictability replaces volume as markets mature. Readers learn how marketing intelligence shapes downstream outcomes across sales, customer success, and finance. The CMO becomes a revenue intelligence leader.

Layer

Role-based toolkits

Order

Status

Planned

Owning demand quality and revenue accountability

Marketing influence no longer ends at lead generation. This course reframes the CMO role around demand quality, downstream impact and revenue accountability.

We explore how campaign forecasting, selectivity and long-term contribution reshape marketing leadership.