There are a lot of semantics around lifecycle marketing these days.

If you have ‘Lifecycle Marketing’, ‘Engagement’, ‘Retention’, ‘Customer Marketing’, ‘Loyalty’, ‘Subscriptions’, or ‘CRM’ in your title, then you qualify to join the program.

If you have a broader scope such as Product Marketing or Growth Marketing and lifecycle marketing is > 30% of your responsibility then you also qualify for this program.

B2C, B2B, and anything in between also qualify.

People managers and individual contributors both qualify. Either way, we will focus more on program strategy and less on team dynamics.

Those focused purely on Demand Gen do not qualify because there is less relevancy in the strategy, tactics, and success metrics used at these stages of the funnel.

Please note that Drew will aim for relevancy in the pod groupings by arranging them based on seniority and focus areas.

The program runs from February through the end of November 2023.

There will be 2 sessions per month and the jumping-off point is the week of February 5th.

Please see the Full Schedule section for the list of weeks we will meet.

The exact day and time for the bi-weekly sessions will be arranged in January by Drew in collaboration with the mentees.

An effort will be made to group similar time zones and levels in the same pods.

Finally, there will be a few rare cases where a make-good day will be proactively scheduled in the case of national holidays that impact the majority of a grouping.

The intended cost of joining the 10-month mentorship program is $5,000 USD.

For early startups, freelancers, and those where cash flow is tighter, I am offering a slightly more expensive monthly plan option.

Core Plan

$2,500 owed by Jan 19 and the remaining $2,500 owed by June 19.

Monthly Plan

$600 per month for 10 months with the first payment due by Jan 19.

To be clear, the goal for everyone is a full, long-term commitment of 10 months to the program. The monthly plan is being made available for cash-flow optimization purposes.

Finally, if anyone wishes to pay in one bulk payment and run their own installment plan through a 3rd party service, that is perfectly fine.

Payment is done via Stripe and should be quite accommodating to services like Affirm.

Mentees will be placed in groups of no more than six, plus Drew (who will attend and facilitate all sessions).

You will remain in the same Lifecycle Learning Pod for the entirety of the 10 months.

We will meet 2x per month for one hour on a bi-weekly schedule.

There is also an opportunity for async collaboration via a dedicated Slack channel that will be set up for your pod.

During the first month, you will be paired with an accountability partner to support you outside our bi-weekly sessions, as needed, and strengthen the overall impact of the program.

The opening 20-30 minutes of each session will focus on one individual so they can shine a light on current challenges and objectives. The second half of each section will be dictated by a rolling list of topics submitted both by Drew and the students (handled via your Slack channel).

To be clear, the goal of this program is to be partners. The topics should be mostly focused on projects and challenges you are currently encountering at work so that we can solve them together.

Think of Drew and the pod as a trusted group of advisors that you will have access to for 10 months. We will help you maximize your potential, solve problems more effectively, and see the forest from the trees regarding where you spend your time and how you operate.

Drew will also assign a few projects, including one larger one aimed at defining the purpose of your lifecycle team including its vision, operating principles, and how you work with other teams. This will become a foundational document that you can share internally to provide context on the how, what, and why of your mission.

This program will combine the research-backed effectiveness of cohort-based, longitudinal learning with a proven veteran mentor who is invested in your growth.

If you are curious about enrolling an existing lifecycle marketing team of 3 or more from your organization, please reach out to Drew at drew@10billionemails.com to discuss whether or not this program will be an effective use of time and how to handle grouping them.

There will be two 1:1 meetings with Drew in addition to the group sessions.

The first will occur at roughly the halfway mark in June and the primary goal is to seek feedback from you, the mentee, on any topics that Drew can focus more on in the second half to better support your goals.

The final session will be at or near the completion of the program so that Drew can offer some feedback on career development as you exit the program.

The day and time your pod meets will be determined before the program begins and you will have a chance to vote on your favorite and second favorite option.

However, the week of each event has been pre-determined. Here is a list of every week that sessions will be conducted:

WEEK OF:

Feb 5

Feb 19

March 11

March 25

April 8

April 22

May 6

May 20

June 10

June 24

July 8

July 22

August 5

August 19

September 9

September 23

October 7

October 21

November 4

November 18 (final week)

No worries if you miss a few sessions due to being sick, on vacation, or pulled into a can’t-miss work meeting.

Sessions will not be recorded as a general rule, but exceptions can be made if approval is given by all pod team members.

Drew is working with a lawyer to get a standard agreement and NDA in place for everyone’s peace of mind that can be reviewed when the first payment takes place.

That said, there are no circumstances where we will need to share compromising information or PII in order to achieve the desired results for a fruitful discussion each time we meet as a group.

But there are cases where it will be helpful to share screens and showcase Figma, Miro, Marketing Platform, or similar apps to provide ample context to tee up a project or discussion.

Pro-rated refunds will be made available in cases where there has been a career or role change and the program is no longer relevant.

The number one rule is to treat everyone with respect.

Additionally, the following principles apply:

1. You get out what you put in (your level of engagement matters)

2. Get comfortable with asking for help and giving feedback

3. Leverage the group both live and async

4. Lifecycle marketing should be fun/energizing!

5. The fun comes from driving impact and becoming a master at prioritization.