90-Day Growth Plan

Build a 3-month marketing and growth roadmap aligned to your OKRs, with owners, outcomes, and a clear connection to the 5 Ps.

Cross-Functional Collaboration Workshop

Run a short workshop with a colleague from another department to identify one collaboration improvement and design a concrete experiment to test it.

OKR Setting Assignment

Define one ambitious OKR for your growth team directly aligned to your company's revenue goals, then get it reviewed by an executive or manager.

Executive Growth Dashboard Design

Create a high-level Growth Dashboard that an executive team could use to monitor marketing and sales performance.

Growth Roadmap Planning

Create a simplified 3–6 month growth roadmap for a marketing initiative, aligning it with quarterly revenue targets.

OKR Drafting and Funnel Forecast

Practice setting OKRs for a growth team and forecasting whether those OKRs will achieve a desired revenue outcome.

Attribution Case Study

Understand how attribution models work in practice and how they reveal the true contribution of marketing touchpoints.

Build a Dashboard

Create a functional marketing dashboard that provides at-a-glance insights into campaign performance.

Campaign Analysis Report

Practice analyzing marketing campaign data to extract actionable insights and make data-driven recommendations.

Cohort Analysis

Learn to analyze customer retention by cohort to identify trends and project lifetime value.

KPI Alignment Exercise

Define KPIs that are meaningful, actionable, and tied to business outcomes rather than vanity metrics.

Collaborative Campaign Planning

Practice planning campaigns that require input and execution from marketing, sales, product, and customer success.

Intercom Jobs-to-Be-Done Case Study

Analyze how Intercom used Jobs-to-Be-Done as a universal strategic language to align marketing, product, sales, and executives.

Leadership KPI Dashboard

Create an executive-friendly dashboard that connects marketing activities to revenue and pipeline metrics.

OKR Mapping Exercise

Practice translating executive-level objectives into actionable marketing initiatives that directly support company goals.

Stakeholder Mapping and Executive Alignment Workshop

Build a comprehensive stakeholder map and executive alignment plan connecting marketing initiatives to organizational priorities.

Stakeholder Presentation

Learn to pitch marketing initiatives to executives in a way that secures buy-in and budget approval.

Campaign Resourcing Plan

Practice strategic outsourcing by creating a comprehensive resourcing plan that optimally uses internal team and external partners.

Cross-Functional Team Design

Outline how an agile, multi-disciplinary growth team should operate to drive a specific objective, creating a blueprint for cross-functional collaboration.

Role Mapping Exercise

Apply stage-appropriate hiring by mapping roles needed for a growth initiative and identifying talent gaps.

Agile Marketing Sprint Design Workshop

Design a complete two-week marketing sprint from scratch: define the sprint goal, build a prioritized backlog, simulate standups, and plan a retrospective.

Sprint Planning Workshop

Learn to apply agile methodologies to marketing by planning a complete sprint cycle with clear goals, tasks, roles, and success metrics.

Double Funnel Strategy Design

Create a complete Double Funnel Strategy Document covering demand creation, demand capture, integration mapping, measurement framework, and a budget and timeline.

Demand Creation and Demand Capture Strategy Workshop

Design a dual-engine demand strategy balancing demand creation with demand capture across specific tactics, channels, content, and metrics.

GTM Strategy Canvas Workshop

Build a complete Go-To-Market Strategy Canvas covering market sizing, ICP definition, value proposition, GTM motion selection, and 90-day execution roadmap.

ICP and Buyer Persona Development

Develop clear, data-backed profiles of your ideal customers and the buyer personas within those organizations to focus your GTM efforts.

GTM Strategy and Execution Roadmap

Design a complete go-to-market strategy and create an execution roadmap that aligns your entire team across three launch phases.

Market Sizing (TAM/SAM/SOM)

Estimate your product's market opportunity using the TAM/SAM/SOM framework to guide strategic prioritization.

ABM Account Planning Workshop

Develop a comprehensive account-based marketing plan for a high-value target account, including stakeholder mapping, personalized campaign plays, and measurement.

Full-Funnel Campaign Design

Create a cohesive full-funnel campaign plan that balances demand creation with demand capture, guiding prospects from awareness to conversion.

Full-Funnel Strategy Map and Automation Workflow

Create a full-funnel marketing strategy with stage-specific tactics, a lead scoring model, and an automation workflow that moves prospects through your funnel.

Marketing Automation Workflow Design

Design and implement marketing automation workflows that respond to prospect behavior and accelerate funnel progression at scale.

Build Your Product Positioning Framework

Create a clear, defensible product positioning strategy that guides all marketing and sales efforts using proven frameworks.

Build Your Sales Enablement Kit

Develop a complete sales enablement toolkit that arms your sales team with everything they need to effectively position, demo, and close deals.

Design Your Pricing and Packaging Strategy

Design a pricing and packaging strategy that maximizes revenue, aligns with customer value, and supports your go-to-market motion.

Cross-Functional Collaboration Plan

Draft a cross-functional collaboration plan mapping GTM workflows, writing a Marketing-Sales SLA, designing a feedback loop, and proposing shared metrics.

Churn Reduction Action Plan

Analyze churn patterns in an at-risk customer segment, design a 90-day save campaign for high-risk accounts, and build a systemic improvement roadmap.

Customer Health Scoring Model

Develop a weighted customer health scoring system with Green/Yellow/Red thresholds, tested against sample accounts, with CSM action playbooks for each status.

Lifecycle Workflow Mapping

Map a complete 90-day post-activation engagement workflow assigning every touchpoint a trigger, owner, automation level, and success metric.

Onboarding Program Design

Design a three-phase onboarding program for a SaaS product, defining activation milestones and balancing product-led automation with human touchpoints.

Quarterly Business Review Roleplay

Practice delivering a QBR for an at-risk account, handling objections about ROI and renewal risk, and building the case for continued partnership.

Channel Budget Allocation Model

Build a quantitative model to allocate marketing budget across channels based on historical performance, efficiency metrics, and scenario analysis.

Campaign QA Checklist Development

Build a comprehensive pre-launch QA checklist by analyzing your team's common failure modes and designing a systematic multi-stage review process.

Multi-Channel Campaign Plan

Develop a complete campaign plan covering strategy, channel selection, budget allocation, full-funnel mapping, execution timeline, and success metrics.

Landing Page Optimization Workshop

Audit a low-converting landing page, prioritize optimizations by impact, redesign the page structure, and create an A/B testing roadmap to validate improvements.

Channel Test Plan Creation

Create a comprehensive channel test sprint plan covering objectives, targeting, budget, creative, success metrics, and go/no-go criteria for one new channel.

Channel-to-Funnel Mapping

Map marketing channels to the appropriate funnel stages to ensure strategic alignment between channel selection and buyer journey expectations.

New Channel Brainstorm and Scoring

Identify and prioritize new marketing channel opportunities using ICE scoring to evaluate Impact, Confidence, and Ease of each candidate channel.

Back-of-Envelope ROI Calculation

Build a simple but credible ROI model for a new channel opportunity to establish the business case and set realistic performance expectations.

ABM Measurement Dashboard Design

Build a comprehensive ABM measurement framework tracking account engagement, pipeline influence, and ROI from first touch through closed revenue.

Content Journey Mapping for Key Personas

Design a comprehensive content journey for your top buyer personas, mapping persona-specific, stage-appropriate content across all channels and buying stages.

ICP Definition and Account Tiering

Create a structured Ideal Customer Profile and tier your target account list to optimize ABM resource allocation across strategic, programmatic, and scaled tiers.

Multichannel ABM Campaign Design

Design a multichannel ABM campaign orchestrating personalized touchpoints across website, email, paid media, and sales to engage your target accounts.

Lead Enrichment and Routing Workflow

Design an automated lead enrichment and intelligent routing system that instantly qualifies, enriches, and directs every inbound lead to the right sales owner.

Customer Retention Orchestration Design

Create automated customer success orchestration plays that monitor health scores, trigger interventions at the right moments, and systematically drive expansion revenue.

Signal-to-Action Playbook Design

Design a signal-to-action playbook mapping buyer and customer signals to automated GTM plays, with trigger logic, messaging, and implementation requirements.

Annual Experimentation Roadmap

Build an annual experimentation roadmap with five structured experiments, each with a hypothesis, funnel stage, constraint, primary metric, and expected impact.

Growth Lever Audit and Experiment Design

Perform a comprehensive growth lever audit for a SaaS company and design a prioritized experimentation plan to systematically optimize your highest-impact levers.

Growth Lever Mapping and Gap Analysis

Map growth levers across the AARRR funnel for a SaaS product, identify high-priority opportunities, and conduct a competitor gap analysis to find underserved areas.

Personalization Campaign Design

Design a complete multichannel personalized campaign for a priority segment, from strategy and content mapping through execution planning and success metrics.

Segmentation Strategy Workshop

Develop a comprehensive customer segmentation strategy that forms the foundation of your personalization program, with prioritized tactics for each segment.

Partnership Strategy Workshop

Design your partnership strategy using the Ecosystem Mapping Canvas and Partner Evaluation Matrix to identify, prioritize, and plan your partner program.

International Launch Plan and Market Entry Playbook

Build a complete international market entry plan covering market selection, localization readiness, GTM approach, and an execution playbook for your target region.

Business Planning — Forecasting, Goals, and Stakeholder Alignment

Translate your capstone strategy into concrete financial forecasts, OKRs, and a stakeholder alignment plan that connects marketing to revenue outcomes.

Capstone Kickoff — Scenario Selection

Select your capstone scenario, understand the deliverable structure, and begin framing your annual growth marketing plan for a B2B SaaS company.

Capstone Submission — Evaluation Framework and Peer Review

Submit your annual growth marketing plan, review the grading rubric, and participate in structured peer feedback using the provided evaluation framework.

Preparation and Polish — Execution Guidelines and Review Readiness

Finalize your capstone deliverable, review the evaluation criteria, and prepare your presentation for peer review and instructor assessment.

Strategy Foundation — GTM, Market Analysis, and Full-Funnel Planning

Develop the strategic core of your capstone: ICP, positioning, GTM model, full-funnel demand strategy, and channel plan across the seven required plan dimensions.

Tactical Execution — Experiments, Team Design, and Channel Strategy

Complete your capstone's tactical sections: experimentation roadmap, team structure and resource allocation, and channel-level execution plans.