The T2D3 CMO Masterclass
The ultimate B2B SaaS marketing certification course.
Built for CMOs, founders, and go-to-market leaders: everything you need to build, execute, and manage a complete go-to-market for your B2B SaaS company — with certification to prove it.
$799 · lifetime access · includes a 1:1 session with Stijn
10+ hours of training for every component of your go-to-market
Each lesson teaches a fundamental go-to-market concept — self-paced, with tangible frameworks, real examples, and repeatable systems.
A complete set of tools, templates, and assets
A library of straightforward templates and tools to make your daily go-to-market work easier — including resources to introduce and explain impactful concepts to your executive peers.
Meaningful assignments to help you apply your learning
This isn't about regurgitation. Each takeaway project is designed to help you individualize your learnings for your own company.
Become a certified T2D3 practitioner
Signal to your leadership team (or future CEO) that you're serious about your executive marketing toolkit. Certified members may be invited to the T2D3 job board.
“The most foundational shift I have experienced due to the T2D3 masterclasses is my new ability to step back, holistically assess a company's situation, and know where to aim their go-to-market strategy in a way that sets them up for success. I see how everything works together — the masterclasses have exponentially grown my marketing knowledge and allowed me to really feel like a B2B SaaS marketing expert.”
“I've used the T2D3 model to help my clients understand how they fit into the market and what their growth stage means for their goals. It gave me new language to get buy-in from executive teams to rethink their original direction in favor of efforts proven to be more effective for their products, markets, competition, and capabilities.”
Hear what SaaS marketing pro Kate De Groot had to say about the Masterclass — watch her story, or take the course overview tour.
The curriculum
10+ hours of self-paced learning paired with templates, cheat sheets, quizzes, and certification badges for demonstrating your applied knowledge — every component of your go-to-market, in the right order.
Lecture 1
How to become a B2B SaaS CMO
Learn about the three pillars of success for a B2B SaaS CMO: Leadership, Management, and ROI.
- Budget and build your team
- Create followership in the board room and from your executive peers
- Drive ever increasing marketing outcomes at the right cost
Lecture 2
The SaaS journey
Understand the journey of a high growth B2B SaaS venture, and how to manage the marketing function based on stage.
- Learn the MVP, PMF, and T2D3 milestones a SaaS company encounters as it grows fast
- Validate your growth stage through situational awareness
- Learn the right go-to-market strategy for your category and maturity
Lecture 3
Managing marketing strategy
Introduction to the strategic foundation of marketing for T2D3 growth.
- Balancing strategy and execution
- How to get sign off and buy in from leadership
- Ground the tactical marketing function in strategy, and prepare a strategy workshop
Lecture 4
Prioritizing growth
Approach your growth strategy and go-to-market from the right angle.
- Complete the Ansoff Matrix and identify the four different growth avenues
- Assess your business, prioritize growth strategies, and learn how to “pick your patch”
- Dive into your business characteristics like ICP, ACV, and ARR
Lecture 5
Managing marketing tactics
Learn how to approach the tactical foundation of marketing for T2D3 growth.
- Create OKRs and KPIs for team members
- Tracking and getting the right dashboards
- How to execute on and lead the tactical marketing function
Lecture 6
Positioning & messaging
Learn how to best position your business in your market.
- Identify your strengths through the best, better, only framework
- Learn how to differentiate your business through a unique value proposition
Lecture 7
Market segmentation & ICP
Learn how to best segment and target your market, and find your beachheads.
- Learn TAM SAM SOM for your business
- Prepare your Ideal Customer Profile, and assess viability
- Segment contacts through filters and signals
Lecture 8
Personas
Learn to create accurate personas for your business along the B2B journey.
- Learn the jobs-to-be-done framework and your audience's pains
- Understand Maslow's hierarchy of needs
- Create relevant messaging and content, and address the 3 funnel questions
Lecture 9
SEO for CMOs
Learn how to conceptualize and execute on SEO strategy.
- Learn how to manage SEO as a CMO
- Understand where to focus and how to start
- Learn how to create an SEO engine for your company
Lecture 10A
Voice of the customer
Understand how to make your most important piece of content: customer testimonials.
- Understand the framework and ideology behind testimonials
- Learn the full process from sourcing interviewees to organization, publication, and amplification
Lecture 10B
How to write (killer) testimonials
Get pro tips on how to interview for and write an effective testimonial from special guest Gary Graf.
- Go deep on questions to ask during an interview and learn how to write an effective testimonial
Lecture 11
The playbook
Stijn goes deep on the T2D3 playbook — the step-by-step task list you can use to manage your go-to-market and marketing function.
- Learn the T2D3 playbook and how to use it
- Learn the T2D3 calculator, built to help you project your target numbers
Lecture 12
Pricing
Go in depth on SaaS pricing fundamentals — the nitty gritty — so you can build out and implement a full pricing strategy and model.
- Learn how to evaluate your pricing strategy
- Build a feature-based pricing model
- Strike the right balance between profitability and good customer experience
Lecture 13
Inspect what you expect — reporting and analytics
Learn one of our most fundamental rules in business, and how to report, manage your team, and manage analytics and progress.
- Learn dashboards, bowlers, and reports
- How to effectively manage your weekly and monthly team meetings and reporting
- How to recover from lagging numbers, drive ARR, and measure impact
Lecture 14
Account-based marketing
Learn one of the most important marketing tactics: ABM.
- Learn the logic behind ABM and when it fits into your marketing strategy
- How to choose, target, and win the right high value accounts
- Manage and track outreach, direct messaging, and email
- Execute on our method with the “six C's”
Lecture 15
Messaging and content development
Learn the keys to good content and messaging, and how to engage your audience with valuable content.
- Learn to write for your audience
- Create content for different stages of the funnel using the “wow, how, now” framework
- Create one-pagers, lead magnets, and other content that converts
- Track and measure the impact of content
Lecture 16
Channel marketing
Learn the ins and outs of building and maintaining successful, scalable channel marketing programs.
- Learn when the right time is to launch your first partner programs
- Scale your growth with resellers, subcontractors, distributors, and more
- Find industry communities of potential promoters
- See real-world examples of effective SaaS partner recruiting, management, and incentive programs
Lecture 17
Creating your annual plan
Lay out your complete sales and marketing annual plan.
- Align expectations with your stakeholders
- Define where you are on your T2D3 growth journey, and where you need to get to this year
- Build your growth and financial plans with tools from the template library
Get T2D3 certified
Put your marketing knowledge to the test and prove your B2B SaaS go-to-market expertise. With exams covering the whole of the Masterclass curriculum, a T2D3 certification is a powerful signal of your capabilities.
Pricing
One price, lifetime access. Team discounts scale with the number of licenses.
Masterclass + Playbook + certification
$799
One-time purchase, lifetime access.
- 10+ hours of self-paced video lectures
- Access to the T2D3 Playbook
- Lifetime access to all updates and bonus lectures
- 1-year Pro membership
- Templates, assignments, and quizzes
- Two certification exams (Practitioner 1 and 2)
- A free 60-minute 1:1 session with Stijn ($500 value)
Team & group pricing
Get certified together — buy Masterclass licenses for your team and the discount applies automatically.
| Licenses | Discount | Per license | Total |
|---|---|---|---|
| 1 | — | $799 | $799 |
| 2 | 10% | $719.10 | $1,438.20 |
| 3 | 15% | $679.15 | $2,037.45 |
| 4Most popular | 20% | $639.20 | $2,556.80 |
| 5–9 | 25% | $599.25 | $2,996.25 – $5,393.25 |
| 10–19 | 30% | $559.30 | $5,593 – $10,626.70 |
| 20+ | 35% | $519.35 | Custom — $10,387+ |
Frequently asked questions
What is the T2D3 CMO Masterclass?
The T2D3 CMO Masterclass is a self-paced online certification course designed for B2B SaaS marketing leaders. It teaches strategic go-to-market planning, positioning, growth frameworks, and execution with over 10 hours of guided training, tools, and templates.
Will this program also work for beginners?
Yes. This program complements the book. It's designed for both existing (and aspiring) marketing leaders, founders, and growth teams building B2B SaaS companies. While an existing foundation of marketing and business knowledge will help you move quicker, beginners can certainly use this program to skill up quickly. These materials are designed for any go-to-market leader who wants to improve their strategic and managerial toolkit.
Who should (or shouldn't) join the program?
This course is for B2B SaaS startup founders, executives, investors, and marketing leaders who want to understand and maximize the role that marketing plays in their startup's success. It is not for people looking for marketing gimmicks or short-term growth hacks — the T2D3 Masterclass is about doing things at the right level, in the right order, and understanding that sustainable growth comes from combining strategic patience with tactical impatience.
Is team pricing available? Can I use this course to train my team?
Team pricing is available: the discount increases with the number of licenses bought, up to 35%. As one customer put it, getting everyone to speak the same language in your organization is extremely useful — if you've recommended the book to your team, masterclass licenses are the next logical step. Use the team form to purchase multiple licenses at a discount.
Get your team started →Download the team pricing table (PDF) →
How is the program different from the book?
The program complements the book and builds upon it. If the book is a textbook, the program is a college course: where the book goes, the course goes deeper and gives you examples, takeaways, and hands-on learning.
Why should I get the masterclass and the playbook?
While the playbook can be very helpful for someone with the right background and tools, the masterclass gives you a full understanding of what you're doing, how to do it, and why. As one of our customers described it, the masterclass helps with the “why and how”, whereas the playbook helps with the “when” and the “step by step”.
Can I expense this?
Many employers recognize this course as something to be included in a learning budget — it furthers your tactical and strategic marketing skills. If you're seeking financial support for your purchase, use our expense proposal template as a starting place.
Do I receive a certification?
Yes. The Masterclass includes the two T2D3 Practitioner certification exams. Passing them signals your capability in leading strategic marketing initiatives and may qualify you for roles on the T2D3 job board.
Master your B2B SaaS go-to-market.
Lifetime access to the full program, the T2D3 Playbook, and two certification exams — plus a 1:1 session with Stijn to apply it to your company.