Kate Duggan, CMO at Redgate Software, wanted to elevate her global Marketing Team’s ability to influence internally with confidence – positioning them as a strategic, commercially aware partner to both Sales and Product.

We designed and delivered a 6-month virtual programme for 40 marketers across the UK and US. Participants represented a diverse mix of roles within the Marketing function, unified by a shared goal: to increase impact, deepen stakeholder relationships, and enhance their credibility across the business.

Programme Highlights:

• Confidence Foundations
  The journey began with powerful mindset work – tackling imposter syndrome and building internal confidence. We explored how to handle feedback, navigate challenging conversations, and show up with authority in high-stakes meetings.
• Strategic Influence Skills
  We then shifted focus to influence – equipping participants with practical tools for stakeholder management, cross-functional collaboration, and speaking the language of senior leadership.
• Embedding the Marketing Brand
  In the final session, we aligned the team’s personal influence with the Marketing Leadership Team’s work on brand positioning. Together, we applied this brand thinking to two critical internal audiences – Sales and Product – resulting in a strategic review of current relationships and clear recommendations to strengthen them.

Impact:
Participants walked away with new levels of confidence and commercial awareness, and a roadmap for deeper, more effective internal partnerships. The programme created a unified, strategic voice for Marketing, enabling the team to step forward as trusted advisors to the business.

The next phase will revisit progress at the 12-month mark to assess impact and identify areas for further development.

Example takeaways from participants:

• I’m going to say no to tasks that are not strategic priorities
• I’m going to initiate contextual trainings to identify and share relevant market insights
• I’m going to own my expertise more
• I’m going to strengthen my relationship with Sales by providing more insights and impactful takeaways

“The feedback from the team has been overwhelmingly positive, with colleagues feeling grateful for the time and space to build their confidence and develop their influencing skills.  Most importantly I’ve seen the team take action on their insights – from dealing with challenge more robustly to implementing new ways of working with our colleagues across the organisation.  It was powerful to work with the Marketing Leadership Team on creating an aligned team brand  and with the wider Marketing team on how to amplify that brand through our key relationships.  Carla brought great energy to the sessions, the content was excellent and we are looking forward to continuing to increase the impact of the team in the future by bringing Carla back.” Kate Duggan, CMO at Redgate Software