From Strategy to Systems: How Modern Marketing Actually Delivers
Traditional marketing playbooks of the past are no longer working. The infusion of AI didn’t just speed marketing up but collapsed the distance between strategy and execution.
The marketing leaders who win aren’t the ones with the best frameworks. They’re the ones who’ve learned to train systems, meet modern customer expectations, and deliver real-time outcomes.
Led by Marc Sirkin (former CEO, Third Door Media; advisor to CMOs navigating GTM resets), this session shows you how to build marketing strategy that actually delivers.
You’ll learn:
> Why the old strategy playbook is broken (and what comes next)
> The new operating model: From plans to trained systems
> The SPOT → BUILD → TEST → SCALE framework in action
> Real examples: Sales enablement, content, GTM execution
> How to start training your systems
Online | April 21, 2026 | 10:00 a.m. – 12:00 p.m. Central Time
Key Takeaways
- Why marketing strategy fails to execute. Diagnose the real gap between strategy and delivery
- The new operating system for marketing execution. How modern marketing teams collapse the distance between strategy and results using the SPOT → BUILD → TEST → SCALE framework
- How AI changes what execution means. Where AI actually moves the needle vs. where it creates noise (and how to tell the difference)
- How to design and deliver pilots that deliver. Build focused experiments that produce measurable outcomes in 30-60 days without organizational drama
- Tools and templates you can use immediately. Walk out with validation frameworks, knowledge base structures, and execution systems ready to deploy
Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
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Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
April 21, 2026 | 10:00am - 12:00pm Central Time
I. WHY CURRENT STRATEGIES ARE NOT WORKING
THE EXECUTION GAP
- Why most marketing strategy fails to deliver
- The three gaps:
- Missing operating system
- Wrong metrics
- Real world examples (ie we need faster content>strategy exists, execution didn’t)
VIBE MARKETING: THE NEW MODEL
- What is vibe marketing
- From deterministic to probabilistic
- What it means for your strategy and execution
RESISTANCE
- Quick exercise, what’s blocking you/spot
- Reframe: Resistance isn’t the obstacle
- How modern teams navigate resistance
II. THE MODERN MARKETING OPERATING SYSTEM
SPOT
- Before you build anything: What problem are you solving?
- Vision test: What does “working” look like?
- Gap analysis: Where does AI actually move the needle?
- Demo/case studies
BUILD
- Prototype fast with constraints
- Why knowledge base > fancy prompts (will deep dive later in section III)
- Demo/case studies
TEST
- Not “does it work” but “does it deliver outcomes”
- Validation questions
- Is this usable
- Does it solve the SPOT problem
- Can we measure it?
- Demo/case studies
SCALE
- From pilot to system
- Org adoption without drama
- Maintenance vs. rebuild decisions
- Demo/case studies
III. MAKING IT WORK: TOOLS AND SYSTEMS (15m)
WHAT MAKES IT WORK
- The “secret”: knowledge bases, not prompts
- Why context beats cleverness (and many tools!)
- Live walk through building a knowledge bases (ICP/Company, Voice/Brand, Process/Framework)
- Structured prompt templates & techniques
TOOLS & TEMPLATES
Q&A
Marc Sirkin
CEO, Marc Sirkin ConsultingMarc Sirkin is the founder of Marc Sirkin Consulting and former CEO of Third Door Media (Search Engine Land, MarTech, SMX), reaching 1M+ marketers annually, which he led through COVID, AI product launches, and acquisition by Semrush.
He specializes in GTM resets: executive teams diagnose what’s blocking growth, kill wasted effort, and ship outcomes in 60 days. Not decks. Not transformation theater. Real clarity, real experiments, real momentum. Marc hosts Playbook Broken, where he challenges conventional marketing wisdom, and speaks on AI-native marketing and leadership.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Primary: Marketing Directors, VPs, and Heads of Marketing Operations responsible for AI adoption or marketing transformation (7-15 years experience)
- Secondary: CMOs and senior marketing leaders under pressure to show AI progress to executive leadership
- Characteristics: Has probably bought AI tools that aren’t being used. Skeptical of vendor hype. Looking for what actually works, not theory.
- Decision authority: Can change process, budget, or team structure — or influences those who can
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.