ConversionXL, Kristen Craft – Marketing Management

Over the past 15 years, she’s grown a number of amazing teams. One of her most memorable achievements is Kristen’s favorite parts of the job is mentoring and helping to develop those around her.

ConversionXL, Kristen Craft – Marketing Management

Overview of the Course

Building a team in marketing is crucial to your success as a manager and your career. But most marketers don’t get specific guidance on how to hire, motivate others, or resolve conflicts.

Marketing professionals aren’t taught how to share and gather the data necessary to promote a product or service.

This course will help you to manage your career, build a team and set goals.-level role.
Introduction video (1 minute)
Here’s what Kristen will teach you …

This course covers actionable strategies for hiring and managing a team, as well as managing one’s personal brand.

This includes information on how to hire and train people. It includes strategies for setting goals and key results people will be excited about. The book also provides guidance on how you can find a mentor and get hired as a public speaker, as well as how to join a board.
In just 12 short sessions, you’ll be able to …

So that your teams achieve their goals, set objectives and key outcomes.
You can create project plans that are precise and on budget.
To resolve conflicts, use a structured approach
It is easy to hire and onboard new employees. This allows them to quickly get up-to-speed and contribute.
So you can build your brand and your career, land speaking gigs

Kristen Craft Has single-My career was shaped by my mother. My former manager was unwavering in her belief in me, which gave me the confidence to move forward, grow, succeed, and continue my career.

It is thanks to her guidance and encouragement that I’ve gotten promotions, that I’ve secured new jobs, that I’ve been accepted into business school, and that I’ve connected with some incredible women along the way.

Her advice is invaluable, her support is unwavering, and there’s no one to whom I’d rather turn.

Dee Dee de Kenessey Head of Content Marketing Shopify Plus
Take this course to reap the benefits

Having these leadership strategies on hand means you’ll be able To build and manage a team effectively. You’ll gain a better sense of how to manage a marketing team day-to-daily, as well how to manage your long-term career.

You’ll walk away with frameworks for budgeting, running good One-on-one and apply to speak at conferences. This course will support your professional and personal growth as a marketing associate or CMO.
This course is right for you if …

You enjoy leading and hiring others, and you need strategies to do so.
You have a dream to become a CMO, or build a large team. Take proactive steps to get there.
Enjoy running an organized life “tight ship” You would greatly benefit from support frameworks

This course is NOT for you if …

you’re super junior in your marketing career and have never managed anyone (either directly or indirectly)
you’re super advanced in your career and have already led dozens of people
You prefer to be an individual contributor rather than doing heads-Most of the time, you are at home with your family.

You should have the following skills before you take this course

This course is for marketers who want to lead teams. Students should be open to working with others and not just being an individual contributor in the near future. This course is for you if you possess the following skills and attributes.

You’re a people person (or aspire to be one)
You’ve spent at least 1-2 years in a marketing team to see how campaigns and goals are executed.
You’ve managed someone else’s work at least once, either officially, or in the capacity of a project lead, helping others stay on track

About
Kristen Craft

Kristen Craft Chief Revenue Officer at Tettra is a tech company that builds a knowledge management system to improve internal communication.

Over the past 15 years, she’s grown a number of amazing teams. One of her most memorable achievements is Kristen’s favorite parts of the job is mentoring and helping to develop those around her.

Kristen She has spoken and taught at more than 100 conferences and events, from INBOUND to MozCon. She is a graduate of MIT Sloan’s MBA program, where she specialized on organizational behavior and team management.

Learn the entire course curriculum
How to create and manage a marketing department

Lesson 1
How to tell if you are a good manager

This class provides a brief overview of how to build a team, and manage your career in an active way. It’ll help you understand why management is a critical piece of the puzzle and identify if this is a path you truly want to take with your career.

These are the topics covered

How to scale up yourself
To determine if this is the right route for you, ask yourself these questions
The roles you play and the roles you’ll need others to play

Lesson 2
Defining your marketing strategy

This class will help define your overall marketing strategy. We’ll cover how to focus on high-Communicate with other employees, identify impact areas and secure the budget and people you need.

These are the topics covered

Focus areas
Communicating with other groups
Short-Both term and long-Term planning
What roles do you need?

Lesson 3
Team building

This course covers all aspects of the hiring process, including how to buy.-From making the hire to conducting a thorough search to finding the person who will actually join,

These are the topics covered

Arguments for the hiring of new employees
Interviewing best practices
Make an offer

Lesson 4
Set expectations and how to get started

This class will teach you how to manage your first month as a new hire. By creating a systematic process for new team members, you’ll ensure they focus on the right things and get up to speed as quickly as possible.

These are the topics covered

Streamlining your onboarding process
“How we work” Discuss
Readme doc (even if you don’t share)
Your legos must go
Setting the stage for understanding what motivates people

Lesson 5
Setting and reaching your goals

This course will teach you how to use the OKR system to establish objectives and measure key outcomes. It provides guidance on how an OKR system can be implemented to ensure consistent, efficient work.

These are the topics covered

The OKR system
Set OKRs
Checking in on OKRs
Staying on the right path
Good project management is made up of these elements
Documentation

Lesson 6
One-On-ones

Nevertheless, it is one-On-Although one meeting with your direct report might seem simple, many managers fail the basic best practices. You can run a good one-On-ones, you’ll help those on your team do their best work and navigate issues more easily.

These are the topics covered

Timing
Documentation
Consistency
It is important to keep it high.-Level, letting your report dictate the agenda and allowing for time to discuss personal goals

Download immediately ConversionXL, Kristen Craft – Marketing Management
Lesson 7
Motivational speeches for teams

This class will teach you how to keep your motivation high. We’ll dive into what motivates an individual, as well as how to keep the team motivated, as a group.

These are the topics covered

Which type of manager are YOU?
What you need to know concerning each of your direct reports
Facetime – the familiarity principle
Regular standups are available daily, weekly and monthly
Team meals, offsites, or other activities can help build fun and engage the team.

Lesson 8
Conflict management

Conflicts are inevitable for all teams. And that’s ok. What’s important is that you help your team navigate conflict well, thereby fostering a sense of psychological safety and resolution.

These are the topics covered

Psychological safety
RAPID decision making
DRIs
RACI model

Lesson 9
Monitoring and running marketing campaigns

This class will cover the basics of project management. We’ll cover how your can make hypotheses, then use a systematic approach to determine what’s working. From there, you can double down on what works and eliminate what doesn’t.

These are the topics covered

Growth loops
Hypothesis and instrumentation
Airtable is used to document
Investing in what’s working

Lesson 10
Your team’s potential to grow

Great managers look for ways to mentor and grow their employees. This class will guide you through the entire process, from finding resources and running annual reviews.

These are the topics covered

Let team members accept new work assignments or shift roles
Assisting them in finding professional resources
Legos to teach them how to give them away
Annual review process
How to frame your message

Lesson 11
Managing your long-Career term

This class helps you identify where you’d like to be in the future and how to get there. We’ll cover how to find sponsors within your company and mentors outside of it.

These are the topics covered

Identifying where you’d like to be 18 months from now and 5 years from now (cite sheryl sandberg’s advice on planning time horizons)
The “Designing Your Life” Approach
Possible paths: marketing, sales, growth, BD, brand
Finding mentors
Find sponsors
Networking
Iterating on what you’d like to learn

Lesson 12
Your personal brand

Accelerating your journey to a C is possible-Level up your visibility by investing in it. This includes writing, speaking in public, and helping others. If you have a reputation for being hardworking, it is a good sign.-Your network will be more able to support you professionally if you are willing to work hard, help others, and have a desire to grow.

These are the topics covered

Writing
Public speaking
Joining a board
Advise others
Investing with other companies
LinkedIn: Keep it up-to-date

You can show off your new skills with a certificate

After the course, you can pass a test and earn your CXL certification.

It can be added to your resume, LinkedIn profile, or simply put it in your own words.-earned raise you’ve been waiting for.
CXL Institute is an approved LinkedIn education provider

You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.
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