Thursday August 17th

San Francisco CMO Bootcamp

Mastering Fiscal Year Planning

3PM @ Industrious (Financial District)
San Francisco


Creating an Effective Fiscal Year Plan that Inspires Confidence and Gains Support from Executive Peers and Board Members

Fiscal year planning season is almost upon us, a critical time of the year when finance and marketing collaborate to determine what is needed to achieve next year's goals. To be successful, CMOs must build a comprehensive marketing plan and budget that aligns with the fiscal year sales objectives. 

During this free workshop, sponsored by Trusted CMO and Mperativ, you will learn how to apply proven frameworks and methodologies for effective fiscal year planning. Don't miss this opportunity to gain valuable insights, collaborate with industry experts, and leave with a refined fiscal year plan that will propel your marketing efforts forward. Below is a high-level agenda of what will be covered.





3:00 - 3:10


  • Community introductions

3:10 - 3:30

Precision Planning

  • Breaking down sales plan by market segment
  • Predicting ideal pipeline multiples w/ ML
  • Connecting sales plan to account / lead plans 

3:30 - 3:50

Budget Optimization

  • Estimating budget using account / lead plan
  • Connecting budget to pipeline objectives
  • Conducting top-down and bottoms-up budget analysis

3:50  - 4:10

Quarterly Objectives

  • Translating FY plan into quarterly objectives
  • Funnel objectives
  • Pipeline creation objectives
  • Pipeline coverage objectives
  • New logo contribution objectives

4:10 - 4:30

Go To Market Tuning

  • Building best-in-class demand engine
  • Monitoring demand engine activity 
  • Removing bottlenecks that put mktg at risk

4:30 - 4:50

Multi-touch Attribution

  • Overview of multi-touch models
  • Introducing proximity-based attribution
  • Calculating campaign ROI
  • Visualizing mktg campaign influence 

4:50 - 5:00

Closing Remarks

  • Questions and farewell

Session Details

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San Francisco CMO Workshop

Thursday August 17th @ 3pm

Join us at Industrious FIDI
345 California Street Suite 600, San Francisco, CA 94104
Room E • Floor 7

Space Limited. Apply Now.


Register Now

Learn from industry experts

Join Mperativ co-founders and learn from their years of experience as marketing leaders.


Jim McHugh

Co-Founder & Chief Executive Officer @ Mperativ
Jim has decades of experience as a marketing and business executive within startup, mid-sized, and high-profile companies, including NVIDIA, Cisco Systems, Sun Microsystems, and Apple. Jim has had year-over-year success in creating innovative marketing strategies that drive market penetration, facilitate multimillion-dollar revenue gains and establish prime positioning for products. Jim received an MBA degree from Thunderbird School of Global Management.
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Allison Murdock

Founder & Chief Marketing
Officer @ Trusted CMO
Alison Murdock is founder and chief marketer of Trusted CMO, inc. She is the former CMO of SocialChorus. Prior to SocialChorus, she was lead marketing at Verto Analytics, a leader in consumer behavioral market research and was part of the early team at 6sense, a predictive intelligence platform. Alison has a long history of building marketing functions and teams at startup companies and currently advises other companies on the best ways to grow awareness and increase demand at every stage.

Daniel Raskin

Co-Founder & Chief Marketing Officer @ Mperativ
Daniel has decades of experience as a product and marketing executive with startup and enterprise companies, including Sun Microsystems, Forgerock, Kinetica, and Agari. Daniel has an extensive track record of building marketing programs from the ground-up at startups and driving product line innovation and growth at large companies. Daniel received an MBA degree from Thunderbird School of Global Management.