Interrogate performance
Move beyond repeating dashboard numbers to explain what changed and why it matters.
Marketing team training
Marketing team training for better commercial decisions.
Custom digital marketing workshops built around your business, your accounts and the decisions your team actually has to make. Less theory, more understanding what to look for, what matters and what to do next.
Tailored sessions · Real business examples · Practical takeaways
See the evidenceForm a diagnosisMake the next decision
01Built around your business
02Calibrated to the team's experience
03Designed to change Monday's decisions
The central idea
Most marketing training teaches tools. Your team needs judgment.
Platforms, interfaces and best-practice checklists change. The more durable skill is knowing how to diagnose a problem, choose the right metric, challenge an assumption and decide what to do next.
Choose the right evidence
Select metrics that reflect the commercial question, including customer quality and downstream outcomes.
Design useful tests
Write a real hypothesis, define what can be learned and know what result would change a decision.
Turn analysis into action
Recognise weak assumptions and platform recommendations, then make a practical next move.
The goal isn’t to make your team dependent on me. It’s the opposite.
Training topics
Built around the problems your team actually faces.
Topics are grouped into a useful learning scope rather than sold as a catalogue of fixed course products.
Paid search and paid media
- Account structure and bidding
- Search terms and budget decisions
- Automation and conversion signals
- Platform recommendations
Lead-generation economics
- CPL versus CAC
- Qualified lead and lead-to-sale rates
- Customer value and marginal economics
- Why lead volume can mislead
Measurement
- GA4 and tag management
- Conversion architecture and CRM outcomes
- Offline conversions and attribution
- Reporting that answers business questions
Conversion optimisation
- Diagnosing landing pages
- Writing useful hypotheses
- Prioritising and sizing tests
- Reading results and deciding what to ship
Growth prioritisation
- Ranking opportunities
- Separating urgency from impact
- Avoiding “test everything”
- Choosing the next best action
Marketing analysis
- Move beyond reporting
- Explain what changed
- Isolate likely causes
- Form and communicate recommendations
Agency management
- Read reporting critically
- Ask better questions
- Test recommendations and incentives
- Spot when the commercial story conflicts
Tailored to the team
Built around your team, not a stock slide deck.
The right altitude
Executives, marketing managers and hands-on performance marketers need different levels of detail.
No unnecessary basics
Time is not spent teaching platform fundamentals to someone who has already managed campaigns for years.
Your real context
Use the company’s actual funnel, accounts, metrics and commercial questions where appropriate.
No off-the-shelf deck delivered unchanged to every client.
Digital marketing workshops
Match the training format to the capability you want to build.
Duration, group size and remote or in-person delivery are agreed around the topic and level of interaction—without invented packages.
Focused workshop
One important topic, a deep dive and practical outputs.
Team training series
Connected sessions designed to build capability over time.
Executive session
Acquisition economics, measurement and the questions leadership should ask.
Account or data walkthrough
Use the company’s advertising, analytics or reporting setup as the learning environment.
The Monday test
A session should change what happens on Monday.
Good training improves the quality of the next decision, not just the number of things the team has heard about.
- “CPA increased 18%.”
- CPA increased because conversion rate fell on non-brand mobile traffic after the page changed. Here's what we're testing.
- “Google recommends increasing the budget.”
- The extra spend is generating customers above our target CAC, so increasing budget is not the right move yet.
- “The landing page needs improvement.”
- We've identified the likely friction, written the hypothesis and defined the result needed before we ship the change.
- “Lead quality feels worse.”
- Qualification rate fell in these campaigns and segments. Here's the evidence, likely causes and next test.
Operating experience
Training built from real acquisition and growth decisions.
This isn’t a certification syllabus. It is the thinking that comes from working across advertising, analytics, products, landing pages, measurement and customer journeys over time.
20+ years
Across digital marketing, advertising, data, products and sales.
$350m+
In managed advertising spend across real acquisition decisions.
Founder-led
Training is delivered from direct operating experience, without a junior hand-off.
Who I train
Teams where better judgment creates commercial value.
The content and depth are adapted to the people in the room and the decisions they own.
Useful audiences
- Performance marketers and acquisition teams
- Marketing managers and growth teams
- Cross-functional marketing and sales teams
- Leadership teams
- In-house teams managing agencies
- Established businesses building internal capability
Straight answers
Marketing team training questions.
Custom workshops, experience levels, remote or in-person delivery and how real accounts can be used.
Is the training customised?
Yes. I shape the topic, depth and examples around your team, your business and the decisions you want people to handle better.
Do you train beginners or experienced marketers?
Both, but not in the same way. A newer team may need stronger foundations; experienced marketers usually get more value from deeper diagnosis, measurement and decision-making work.
Can you use our actual accounts?
Yes—and that is often where training becomes most useful. We can work through your real accounts, funnel or reporting when access and security requirements allow.
Do you run in-person training?
Potentially. It depends on where your team is based and whether our schedules can line up. We’ll confirm the location, any travel involved and the timing before anything is booked.
Can sessions be remote?
Yes. Remote sessions work well for focused topics, distributed teams and practical account walkthroughs, with the format adjusted to keep the session useful and interactive.
How many people can attend?
There is no one useful maximum. A hands-on account session usually needs a smaller group than an executive briefing, so we’ll choose a size that suits the discussion and outcome.
Can you train executives?
Yes. For leaders, I focus on acquisition economics, measurement and the questions they should be asking the marketing team or agency—not platform button-clicking.
Do you provide support afterwards?
If it would help, we can agree a follow-up session or continue the work through an advisory engagement. It does not need to be bundled in by default.
Can training be part of an advisory engagement?
Yes. A focused session can sit inside ongoing advisory when building the team's capability will improve the decisions we keep returning to.
Start with a conversation
Give your marketing team a better way to think about growth.
Tell me who you're training, what they already know and the decisions you want them to get better at.