Masterclasses

The marketing strategy you need to accelerate revenue growth

The marketing strategy you need to accelerate revenue growth In an easy-to-digest video training course for you and your team

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Our Playbooks are on-demand masterclasses, perfectly paired with Plays to help you quickly translate what you learned into results.

 

We’ve mastered the formula for marketing growth that drives revenue, and we’re excited to share it with you. Short on abstract theory and long on actionable guidance that marketing leaders need to fast-track your career and organization’s success.

Benefits of Our Online Training

Whether you have no idea where to start improving your marketing team or know your gaps and need a proven strategy to grow, our online training course covers exactly what you need to grow marketing-sourced revenue and nothing you don’t.

 

Every module contains a masterclass perfectly paired with strategy implementation tools, so your team can get started immediately.

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Choose Your Order of Learning

With our module-based course format, you can skip to the modules where your team needs the most help. Or take a methodical approach by letting us walk you through our marketing guidebook step by step.

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Curriculum Focused Exclusively on Marketing Leaders

Our institute offers a comprehensive curriculum focused on helping marketing leaders accelerate revenue growth.

Certification

Certification

Earn a prestigious certification from the GOTO Market Institute upon completion of each masterclass. Showcase your expertise and commitment to excellence on your resume and LinkedIn profile.

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Expert Instructors

Learn from industry experts with years of experience achieving world-class, measurable marketing results.

ContinuousLearning

Continuous Learning

Stay updated with the latest best practices through new Playbooks added 6 times a year

CareerAdvancement

Career Advancement

Enhance your career and open doors to new opportunities. Our certification is a mark of excellence and sets you apart from the competition.

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Real-World Application

Our Playbooks are on demand masterclasses that instruct you on what you need to know. Each Playbook is paired with Plays, which guide you on what you must do. The pairing of Playbooks and Plays bridges the gap between theory and practice. You'll gain practical skills to immediately drive better results and more revenue.

Marketing Strategy Guidebook Modules

These are the foundations of your marketing strategy success. They make sure your audience, content, measurement, forecasting, and team are on track.

Six Ways to Empower Your Sales Team

Marketing Strategy Guidebook Modules

These are the foundation of your marketing strategy success. They make sure you have your audience, measurement, and forecasting on track.

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Description

Get your bearings. We cover the foundational concepts of how to build a marketing engine that delivers continuous revenue growth. 

Benefits

  • Leadership and Revenue Acceleration
  • Data-Driven Decision Making and ROI Optimization
  • Building Results-Focused Marketing Teams and Community Connection

Syllabus

  • What makes our marketing leadership blueprint unique & more valuable
  • Overview of the Playbook Masterclasses & Associated Tools
  • Certification
  • Community Overview

Tools

To-Nail-Your-Niche-new

How To Nail Your Niche

Get your audience and message right. Make sure your market is big enough to support your revenue goals. Review your results against our key KPIs to know if you’re getting it, or still need improvement.

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Description

Discover the secrets to effectively identifying, targeting, and dominating your niche market. In this masterclass, marketing leaders will learn how to find the perfect niche for their business. From market research strategies to crafting a unique value proposition, this Playbook provides actionable insights and practical tools to help you stand out in a crowded marketplace. How to Nail Your Niche is your guide to carving your space in the market and building a distinctive brand that resonates with your ideal audience.

Benefits

  • Gain clarity on the significance of niche marketing in standing out and attracting the right audience.
  • Acquire practical knowledge to conduct more effective market research and identify profitable niches.
  • Learn how to tailor your messaging and offerings to better resonate with your niche audience.
  • Develop a customized niche marketing strategy to maximize your business’s revenue growth.
  • Access real-world case studies for inspiration and practical insights.

Syllabus

  • How do you know your nailing your niche
  • How to identify your customer’s must-solve problem
  • How to validate your market segments
  • How to craft the ideal value proposition

Learning Objectives

Niche Identification and Validation

  • Marketing leaders will develop the ability to identify and validate profitable niches by mastering market research strategies and key performance indicators that indicate success.
  • Marketing leaders will learn effective techniques to uncover and understand their customer’s must-solve problems, enabling them to align their offerings with specific market needs.

Crafting Compelling Value Propositions

  • Marketing leaders will gain the skills to craft compelling and differentiated value propositions, distinguishing between weak and strong value propositions through practical comparisons and contrasts.
  • Participants will be equipped with the knowledge to tailor their messaging and offerings to resonate with their niche audience, fostering stronger connections and better results from demand generation investments.

Customized Niche Marketing Strategy

  • Marketing leaders will learn how to maximize revenue growth by strategically positioning their business within the identified niche, utilizing real-world case studies and examples for practical implementation.

Strategy Tools

Content-into-Successful-Campaigns-new

How To Turn Content into Successful Campaigns

The specifics you need in a winning content strategy and how to turn great content into campaigns that drive revenue. Plus, how to generate the most innovative ideas for your company.

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Description

This Playbook is designed to equip marketing leaders with the knowledge and skills to create and implement effective content and translate them into campaigns that produce more pipeline and revenue. You’ll learn how to develop content that not only attracts customers but also drives business growth.

Benefits

  • Learn how to research and understand create content your buyers love
  • Develop a content marketing strategy and content calendar to ensure consistent and effective content creation.
  • Acquire skills in content creation, optimization, and distribution, enhancing your ability to reach and engage your audience – more leads.
  • Learn how to measure content performance and use data-driven insights to continually improve your content marketing efforts.
  • Gain valuable insights from real-world case studies and success stories to implement best practices in content marketing.

Syllabus

  • How to know your content is successful
  • How to turn content into more revenue for your company
  • Develop content for each step of the buyer’s journey
  • Connect to buyers through stories
  • Connect content stories into campaigns
  • Real world examples and case studies

Learning Objectives

Strategic Content Development and Measurement

  • Marketing leaders will be able to assess the success of their content marketing efforts by understanding and applying the six key areas that indicate content success, ensuring strategic alignment with business goals.
  • Marketing leaders will develop the skills to create targeted content for each stage of the buyer’s journey, enabling them to guide potential customers seamlessly through the sales funnel.

Storytelling and Campaign Integration

  • Marketing leaders will learn how to leverage the power of storytelling to connect with their target audience on a deeper level, fostering emotional engagement and brand loyalty.
  • Participants will gain the ability to seamlessly integrate content stories into cohesive campaigns, maximizing the impact of their marketing efforts across multiple channels.

Data-Driven Decision Making

  • Marketing leaders will master the art of measuring and analyzing content performance using key performance indicators (KPIs) specific to content marketing.

Strategy Tools

TBD

Pipeline-Marketing-new

Pipeline Marketing vs Lead Generation

Do you have a leaky pipeline? We show you how to find out and how to stop the leaks. Plus, forecast your revenue contribution accurately and align your team on the same revenue-driving goals.

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Description

This Playbook focuses on building a robust marketing pipeline that contributes directly to revenue objectives. Learn how to generate high-quality leads and nurture them through the sales funnel.

Benefits

Attendees will gain the skills to create and manage a pipeline that drives revenue growth, leading to increased sales and business success. Upon completing this Playbook, participants should be well-equipped to develop and optimize a marketing pipeline that aligns with their organization’s revenue objectives.

Syllabus

  • Understanding the pipeline generation process
  • Pipeline generation strategies
  • Effective pipeline management
  • 20 ideas for growing pipeline you can quickly implement
  • How to measure success

Learning Objectives

  • Understand the Demand Generation Process:
    • Define and explain the key components of the pipeline generation process.
  • Implement Pipeline Marketing Strategies:
    • Develop and execute effective pipeline generation strategies across various marketing channels.
    • Evaluate and select appropriate pipeline generation tactics based on target audience and business goals.
  • Effective Pipeline Management:
    • Build and maintain a structured marketing and sales pipeline.
  • Measure and Report Pipeline Performance:
    • Define key performance indicators (KPIs) for pipeline marketing success.
    • Create regular reports to assess the effectiveness of the marketing pipeline and identify areas for improvement.
  • Drive Revenue Growth:
    • Understand how a well-managed marketing pipeline directly contributes to revenue growth.
    • Implement strategies to maximize revenue generation through pipeline marketing efforts.

Strategy Tools

TBD

Improve-Sales-Funnel-Conversion-Rates-new

How to Improve Sales Funnel Conversion Rates

Assess how your conversion rates compare to best practices. Get tips you can use right now to improve your conversion rates for visitor-to-lead and lead-to-opportunity. Plus, our proven guide for how to convert free or open-sourced users into paying customers.

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Description

Discover specific techniques and best practices for enhancing the conversion of leads into opportunities and opportunities into customers. Learn how to optimize faster conversion across the sales funnel.

Benefits

Attendees will acquire the skills to increase lead conversion rates, resulting in a higher number of qualified opportunities and customer wins – critically important to accelerating revenue growth

Syllabus

  • Red flags
  • Benchmark conversion rates
  • How to Improve Lead to Opportunity Conversion Rate
  • Best practices for lead scoring and lead grading
  • How to get better results from lead nurturing
  • Best practices for more rigorous lead prosecution

Learning Objectives

Upon successful completion of this Playbook, participants will:

  • Learn how to improve lead to opportunity conversion rate
  • Master website visitor to lead capture strategies
  • Master Lead Nurturing and lead scoring
  • Foster Sales and Marketing Alignment
  • Measure and Optimize Conversion Rates
  • Enhance Sales Performance and ROI

Strategy Tools

TBD

Build-Sales-Marketing-Interlock-new

How To Build Sales & Marketing Interlock

Marketing and sales must collaborate daily for the best results. But this rarely happens. We show you how to build tight interlock, becoming partners instead of siloes.

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Description

This Playbook focuses on aligning sales and marketing efforts to consistently achieve revenue targets. Explore strategies for fostering collaboration between these two critical functions.

Benefits

  • Learn how to bridge the gap between sales and marketing, resulting in more efficient lead generation and higher revenue attainment.
  • Develop strategies to identify and solve problems, collaborative techniques, and shared goals to boost revenue and organizational success.
  • Learn which team is accountable for each KPI across the buyer’s journey
  • Gain insights from case studies and success stories to implement best practices for sales-marketing alignment.

Syllabus

  • What are the red flags
  • Developing an Integrated Strategy
  • How to more rigorously prosecute every lead
  • Sales and Marketing KPIs
  • Case Studies and Success Stories

Learning Objectives

Establish Strategic Alignment

  • By the end of this Playbook participants will be able to identify red flags and understand the impact of misalignment between sales and marketing. You will learn to recognize common challenges and develop an integrated strategy to foster collaboration.
  • Marketing leaders will gain insights into creating shared goals and objectives, ensuring a strategic alignment between sales and marketing efforts.

Implement Effective Collaboration Practices

  • Marketing leaders will acquire practical knowledge on data sharing and lead handoff processes, enabling them to build a seamless connection between sales and marketing teams. This outcome will focus on techniques to help each group succeed collectively, offering solutions for common problems that may arise in the alignment process.
  • Participants will learn how to rigorously prosecute every lead, ensuring a more efficient and collaborative approach to lead generation.

Performance Measurement and Continuous Improvement

  • Marketing leaders will understand which team is accountable for individual KPIs throughout the buyer’s journey. By the end of the course, you’ll be equipped with the knowledge to measure and assess the success of sales-marketing interlock initiatives, ultimately leading to higher revenue attainment.

Strategy Tools

TBD

Unlocking PR Excellence

Unlocking PR Excellence

Want overwhelming validation and visibility? You get it from PR. But not just any PR. We outline PR done right, including the key pieces of a winning PR strategy and the one (yes, only one) measurement for success.

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Description

This comprehensive Playbook serves as your key to unlocking the world of PR excellence. Marketing leaders will gain the expertise required to dramatically improve company’s awareness compared with your top competitors, helping you shape a positive public image for your organization.

Benefits

  • Craft visibility and revenue generating PR Campaigns: Develop the essential skills required to craft PR campaigns that not only generate positive media coverage but also accelerate revenue growth.
  • How to successfully manage your team, PR agency & the media: Learn how to manage each group, enabling them to produce more successful results.
  • Crisis Management Proficiency: Gain the ability to effectively manage and navigate PR crises when they inevitably arise, ensuring that your organization remains resilient in the face of challenges.
  • Data-Driven Decision-Making: Learn how to measure the tangible impact of your PR efforts through key performance indicators (KPIs). Armed with this data, you’ll be empowered to make informed, data-driven decisions for future PR campaigns, maximizing their success.

Syllabus

  • What you can do to improve visibility and revenue growth at the same time
  • PR Agencies: How to select the right one and maximize results
  • What your in-house PR team must deliver
  • How to handle effective media inquiries and interviews
  • What essential to have in your PR calendar
  • Crisis Management 101
  • Measuring PR Impact

Learning Objectives

  • Craft PR Campaigns that increase awareness and revenue growth: Develop the ability to create compelling PR campaigns that resonate with your target audience and drive revenue.
  • Improve your ability to select and properly manage a PR agency and your team.
  • Enhance Media Relations Skills: Acquire the skills needed to build and maintain strong relationships with the media, enabling you to secure positive media coverage for your organization.
  • Excel in Crisis Management: Be proficient in identifying, mitigating, and managing PR crises, ensuring your organization can weather challenging situations with confidence.
  • Measure PR Impact: Learn to identify and track key performance indicators (KPIs) to gauge the effectiveness of your PR efforts, ultimately demonstrating their value and impact on the bottom line.

Tools

TBD

Best-CMOs-Marketing-Measure-Success-new

How The Best CMOs Marketing Measure Success

If you’re not yet a marketing metric-wiz, we’re going to make you one. We cut through the noise to talk about the metrics you need to measure daily, weekly, monthly, and quarterly to keep your team focused on the results that matter and lead them to success.

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Description

This Playbook delves into the minimum measurement requirements for that CMOs must have to maximize success. This Playbook guides marketing leaders on how to transition from basic measurement to world-class practices. Moreover, it emphasizes the creation of a data-driven culture within cross-functional teams.

Benefits

  • Gain critical knowledge on how marketing should be measured, enabling them to make informed decisions.
  • Acquire the skills necessary to showcase their marketing impact in terms that resonate with company leadership and the board.
  • Set themselves and their teams up for success by harnessing data to demonstrate their influence on the company’s performance.

Syllabus

  • How will your CEO and Board know that you’re all about the metrics?
  • Key performance indicators (KPIs) and their importance
  • Customer journey tracking and attribution modeling
  • What metrics is marketing, sales or both accountable for.
  • How to create a culture of data-backed decisions across teams

Learning Objectives

  • Understand how best practice marketing measurements:
    • Identify and interpret key performance indicators relevant to marketing campaigns.
  • Get a roadmap for moving of what to measure across the buyer’s journey:
    • Apply advanced measurement techniques to assess the impact of marketing efforts.
    • Create actionable insights for optimizing marketing strategies.
  • Learn how to create a culture of data-backed decisions at all levels of your team:
    • Develop strategies for fostering a data-driven mindset within marketing teams.
    • Effectively communicate data findings to stakeholders and decision-makers.

Strategy Tools

TBD

Sales-and-Marketing-Dream-Team-new

Building a Sales and Marketing Dream Team

No CMO can be the best without having an A+ dream team surrounding them. The steps to create your dream team, an assessment to see where your team and individual’s gaps are, how to hire all-stars, and more.

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Description

This Playbook focuses on the critical task of assembling and managing high-performing marketing teams. Learn the strategies and best practices for building a cohesive team that drives best-in-class results and more revenue growth.

Benefits

  • Acquire the knowledge and skills to build a cohesive marketing team that collaboratively works toward revenue targets.
  • Learn effective recruitment, onboarding, leadership, and talent development strategies to nurture a high-performing team.
  • Gain insights from case studies and success stories to implement best practices in team management.

Syllabus

  • 10 leading indicators you have a dream team
  • How to build a marketing dream team
  • Virtual team management best practices
  • Questions to ask when interviewing candidates
  • How to grow A+ stars

Learning Objectives

Mastery of Team Building Strategies

  • Marketing leaders will learn the 10 leading indicators of a high-performing marketing team and will be able to apply this knowledge to assess and enhance the effectiveness of their own teams.

Leadership Excellence in Marketing Teams

  • Marketing leaders will exhibit proficiency in implementing effective team leadership strategies, demonstrating the ability to inspire, motivate, and guide marketing teams toward achieving best-in-class results. Participants will acquire skills in virtual team management and will be equipped to navigate the challenges of leading remote or dispersed teams.

Talent Acquisition and Development Prowess

  • Marketing leaders will develop expertise in the recruitment and growth of A+ talent, showcasing the ability to ask insightful questions during candidate interviews.

Strategy Tools

TBD

Our Critical Tactic Strategy Modules

There are some tactics that are so critical to marketing success that we’ve created modules to give you a winning strategy.

Unlocking-PR-Excellence-new

Unlocking PR Excellence

Want overwhelming validation and visibility? You get it from PR. But not just any PR. We outline PR done right, including the key pieces of a winning PR strategy and the one (yes, only one) measurement for success.

See More

Description

This comprehensive Playbook serves as your key to unlocking the world of PR excellence. Marketing leaders will gain the expertise required to dramatically improve company’s awareness compared with your top competitors, helping you shape a positive public image for your organization.

Benefits

  • Craft visibility and revenue generating PR Campaigns: Develop the essential skills required to craft PR campaigns that not only generate positive media coverage but also accelerate revenue growth.
  • How to successfully manage your team, PR agency & the media: Learn how to manage each group, enabling them to produce more successful results.
  • Crisis Management Proficiency: Gain the ability to effectively manage and navigate PR crises when they inevitably arise, ensuring that your organization remains resilient in the face of challenges.
  • Data-Driven Decision-Making: Learn how to measure the tangible impact of your PR efforts through key performance indicators (KPIs). Armed with this data, you’ll be empowered to make informed, data-driven decisions for future PR campaigns, maximizing their success.

Syllabus

  • What you can do to improve visibility and revenue growth at the same time
  • PR Agencies: How to select the right one and maximize results
  • What your in-house PR team must deliver
  • How to handle effective media inquiries and interviews
  • What essential to have in your PR calendar
  • Crisis Management 101
  • Measuring PR Impact

Learning Objectives

  • Craft PR Campaigns that increase awareness and revenue growth: Develop the ability to create compelling PR campaigns that resonate with your target audience and drive revenue.
  • Improve your ability to select and properly manage a PR agency and your team.
  • Enhance Media Relations Skills: Acquire the skills needed to build and maintain strong relationships with the media, enabling you to secure positive media coverage for your organization.
  • Excel in Crisis Management: Be proficient in identifying, mitigating, and managing PR crises, ensuring your organization can weather challenging situations with confidence.
  • Measure PR Impact: Learn to identify and track key performance indicators (KPIs) to gauge the effectiveness of your PR efforts, ultimately demonstrating their value and impact on the bottom line.

Strategy Tools

TBD

Marketing-Leaders-

The Marketing Leaders Guide to a High Performing Website

Your website is your first impression, your lead generation engine, and the heart of your company’s revenue. We lay out exactly how to take a data-driven approach, strategies to deliver huge wins, and tools to know what to tackle first.

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Description

Uncover the secrets to driving business success through an optimized online presence in The Marketing Leader’s Guide to a High-Performing Website. This course empowers marketing leaders with the strategies and insights needed to transform a website into a dynamic, customer-centric asset. Discover the keys to building and maintaining a website that not only captivates visitors but also drives conversions and enhances brand value. 

Benefits

  • Strategic Impact: Gain the skills to strategically plan and align your website with broader business objectives.
  • Conversion Optimization: Increase the effectiveness of your website in driving desired user actions and conversions.
  • Data-Driven Decision Making: Harness the power of analytics to make informed decisions and continually improve your website’s performance.

Syllabus

  • Defining business objectives
  • Aligning website goals with marketing strategies
  • The KPIs that matter the most and why they are important
  • How to measure each KPI and best practice results 
  • What you can do to improve your website’s performance

Learning Objectives

  • Align Website Strategy with Business Goals: Define and align website objectives with overarching business and marketing strategies.
  • Maximize Website Performance: Optimize overall performance to create a better user experience.
  • Enhance Conversion Rates: Implement strategies for improving conversion rates through effective design and testing methodologies.
  • Utilize Data for Continuous Improvement: Set up analytics tools, interpret data, and use insights to iteratively improve website performance and user experience.

Strategy Tools

TBD

1-year subscription

$ 599
for 12 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 10 members
  • Mentor Consultation
Explore Courses

2-year subscription

$1,414.00
for 24 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 10 members
  • Mentor Consultation
Explore Courses

3-year subscription

$1081.00
for 36 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 10 members
  • Mentor Consultation
Explore Courses

1-year subscription

$ 599
for 12 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 11-20 members
  • Mentor Consultation
Explore Courses

2-year subscription

$1,414.00
for 24 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 11-20 members
  • Mentor Consultation
Explore Courses

3-year subscription

$1081.00
for 36 monthS

  • Cost of 10 templates
  • 1 training course
  • Up to 11-20 members
  • Mentor Consultation
Explore Courses
Marketing-Technology-Stack-new

A CMO’s Guide to the Marketing Technology Stack

Get what you need to deliver results without wasting your money on extras. So many marketing teams lack the basics yet spend on tools that don’t have a true revenue impact. We help you prioritize what you need vs what you don’t.

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Description

Explore the dynamic intersection of marketing and technology in this comprehensive course tailored for Marketing Leaders. Gain insights into the latest Marketing Technology Stack tools, and strategies that drive successful, data-driven marketing campaigns. Navigate the complexities of selecting, integrating, and optimizing marketing technologies to enhance your organization’s digital presence and achieve business objectives. 

Benefits

  • Strategic Decision-Making: Equip yourself with the knowledge to make strategic decisions regarding marketing technology investments and implementations.
  • Efficiency and Optimization: Streamline marketing operations, increase efficiency, and optimize campaigns for better performance.
  • Competitive Edge: Stay ahead of the competition by leveraging the latest marketing technologies and trends.

Syllabus

  • Understanding the marketing technology landscape
  • How to gain advantage with the right technology:
  • Must-have vs should have technologies
  • Leading indicators of successful implementations
  • Leading indicators of unsuccessful implementations
  • Artificial Intelligence for each technology

Learning Objectives

  • Comprehend the landscape: Understand the components, trends, and advancements in the Marketing Technology Stack.
  • Select and integrate technologies: Evaluate, select, and seamlessly integrate marketing technologies based on organizational needs and objectives.
  • Implement automation: Effectively use marketing automation platforms to streamline workflows, personalize customer interactions, and optimize campaign performance.
  • Understand AI: Grasp different AI components for optimizing marketing efforts.

Strategy Tools

TBD

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The Marketing Leader’s Blueprint for Accelerating Revenue Growth

The Marketing Leader’s Blueprint for Accelerating Revenue Growth .

Get your bearings. We cover the foundational concepts of how to build a marketing engine that delivers continuous revenue growth. Plus, we let you know what to expect from these courses and how to best use our Playbooks and Plays to start growing revenue from marketing.