Module 1 — Beyond the MQL — Helping you rethink B2B marketing in the dark funnel era.

We explore how the Dark Funnel is reshaping buyer behavior, why the traditional funnel is dead, and how to rebuild your go-to-market approach around real intent — not lists of unqualified leads.

You’ll leave with a clear vision of where modern marketing is heading, along with practical examples of what to do instead, and a blueprint to start orchestrating marketing that aligns with today’s buyers.

Module 2 — AI to Agent: Operationalizing AI across the B2B Funnel.

Understanding AI is no longer enough — today’s B2B marketing teams need to be able to deploy it with precision. There is a gap between theory and action.

In this module, you’ll map your full-funnel journey against AI capabilities, explore top tools by funnel stage, and learn how to create autonomous agents that drive key actions — like lead scoring, content delivery, or SDR handoffs without human intervention. Whether you’re using ChatGPT, 6sense, Drift, or Zapier, this session shows you how to tie them together into a smart, agile, scalable go-to-market motion.

Komal Helyer

Komal is Managing Director at global CRM agency Profusion, and an award-winning Fractional CMO. She has over 23 years of experience in email, martech, and digital marketing. Previously VP of Marketing at Pure360, Komal now spearheads the go-to-market, retention, and brand strategies for many B2B, eCommerce, Financial, and Travel businesses and agencies.

A passionate digital marketer, Komal is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is a sub-editor @ The Modern Retail and writes for many other publications, including Forbes. She is also the judge at many prestigious awards, including the DMA Awards & eCommerce Awards. She’s proud to be an instructor for the Institute of Direct Marketing (IDM) and the DMAnc.org, teaching numerous marketing courses including B2B Marketing, Digital CRM, and Email Marketing.

AI for Digital Marketing, Content Marketing, Digital Marketing, Organic & Paid Social Media

Leadership Bootcamp for AI‑Powered Marketing Teams

July 10, 2025

Marketing Leadership in the Age of Generative Intelligence

Special Winter Pricing: Regularly ~~$750~~ is now 50% off—$375. Enroll Here.

ENROLL NOW

Spring 2026
Live Online
Jun 4

BUY NOW

Prerecorded Online

Course Overview

Artificial Intelligence is rewriting marketing playbooks almost weekly—but the real differentiator isn’t another chatbot or dashboard; it’s how well your marketing team harnesses AI. This live, three‑hour workshop equips marketing managers and directors with a straightforward system to hire AI‑ready talent, upskill existing staff, set clear policy guardrails, and retain high performers. Packed with practical frameworks and generous Q&A, you’ll leave ready to upskill and NEW skill your crew.

Live Online Format: live online with recording for on‑demand replay. No breakout exercises—just focused instruction, demonstrations in ChatGPT, and open Q&A.

Quick Takeaways

Build an AI‑Readiness Scorecard to evaluate company, department, and candidate preparedness in minutes.
Draft a one‑page AI policy by running our Policy‑Template Prompt in ChatGPT.
Map the right AI tasks to each marketing role using a Role‑Based AI Task Matrix.
Spot and correct unproductive or non‑compliant AI usage before it damages brand or data.
Design career paths that keep newly upskilled talent engaged and off recruiters’ radar.

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Managing AI‑Powered Marketing Teams (3-hours)

What We’ll Cover

In this high‑impact session, Jim Sterne guides you through the full employee lifecycle—recruiting, onboarding, performance, and retention—through an AI lens. You’ll learn to recognize genuine AI fluency in interviews, help accelerate AI ramp‑up, and embed lightweight policies that protect intellectual property without stifling speed. We cover policy, productivity, and future‑proofing your staff, so you leave with tactics that drive immediate results.

KeyTakeaways

Hire for AI Fluency – 5 interview questions and a mini assignment that reveal true prompt‑craft skill.
Task & Role Alignment – Use the Role‑Based AI Task Matrix to assign content, demand‑gen, analytics, and ops workflows appropriately.
One‑on‑One System – Implement a framework to keep each direct report focused on the right (measurable) goals.
Remote Leadership Routines – Learn how to use the weekly planning call, brief daily touchpoints, and monthly pulse survey to maintain trust in dispersed teams.
Guardrails Without Bottlenecks – Deploy a lightweight approval flow, watermarking, and prompt logging to manage risk.
IP Protection Playbook – Ensure custom prompts, agents, and automations stay with the company when staff move on.
Retention & Growth Paths – Promote leaders, reward achievers, and re‑skill potential “cheaters” into new AI‑centric roles.
Emerging Roles Radar – Preview 22 new AI‑enabled job titles and how they fit into future team structures.

What You’ll Bring Back to Your Organization

A clear blueprint to integrate AI into marketing workflows without creating shadow‑IT headaches.
Ready‑made templates that cut weeks off policy drafting and team training.
Confidence to coach, not micromanage, AI usage—boosting output and morale simultaneously.

The Presentations

All DMAnc workshops are delivered live via Zoom. You’ll receive login details upon registration and the session recording within 24 hours, along with the slide deck and all templates referenced in class.

Download Material

AI‑Readiness Scorecard – company, department, and hiring editions.
Policy‑Template Prompt – generates a first‑draft AI policy in under five minutes.
Role‑Based AI Task Matrix – editable worksheet mapping tasks to roles.
1‑on‑1 Worksheet – goal‑setting and KPI tracker.
Remote Leadership Checklist – routines that build trust and accountability.
30‑Day Action Roadmap – step‑by‑step implementation guide.

Who should attend?

Marketing directors, managers, and team leads looking to guide their teams through the AI transition confidently.
CMOs, VPs of Marketing, and senior leaders who want to set clear AI policies, improve talent retention, and future-proof their department.
HR and operations professionals supporting marketing who need to understand AI’s impact on team structures and roles.

How to Convince Your Boss Why You Should Take this Workshop

You’ll learn practical frameworks to improve team productivity and reduce operational risks from improper AI use.
You’ll return with ready-to-implement tools—scorecards, policy prompts, and role task matrices—that save time and money on outside consultants.
You’ll be equipped to drive higher morale and retention by creating clear AI upskilling paths and growth opportunities.
You’ll gain insights to keep your team competitive and your brand protected in an AI-driven marketplace.

The Presenter

Jim Sterne

Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI.

His talent lies in clearly explaining how the latest technology works, and how it can be put to use for marketing and business. He has written twelve books on Internet advertising, marketing and customer service including the humorous “Devil’s Data Dictionary” and his latest, “Artificial Intelligence for Marketing: Practical Applications”.

Sterne has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford. Sterne founded the continuously running Marketing Analytics Summit in 2002 and spent 20 years with the Digital Analytics Association as cofounder and Board Chair Emeritus. He was named one of the 50 most influential people in digital marketing by one of the UK’s premier interactive marketing magazines. He was included in a list of the Top 25 Hot Speakers by the National Speakers Association. Sterne is on the Advisory Board of various startups and has served on the Boards of his local library foundation and the Better Business Bureau.

Clients: https://www.targeting.com/internet-marketing-business-clients

Books: https://www.amazon.com/stores/Jim-Sterne/author/B000APGX7Y

Recent Articles: https://www.linkedin.com/newsletters/full-sterne-ahead-7053814610306494464/

Workshops