Training

Build the capability that creates competitive advantage when AI access becomes universal.

The pressure to adopt AI is arriving faster than the capability to do it well.

Marketing teams are not failing because they lack access to tools. They are failing because they lack the judgment to choose the right ones, the structure to deploy them well, and the shared operating models to make the results stick. AI accelerates whatever exists. Without the right foundations, it accelerates dysfunction.

JAM Partnership builds capability from the inside out. Every engagement is designed to reduce external dependency, not extend it.

01  How We Work

Three connected stages. A partnership model, not a course catalogue.

DIAGNOSE

Before any programme begins, we assess where your team actually is. Not where you think it is — where the evidence says it is. Capability diagnostics examine skills, processes, current AI and automation use, and the gap between where you are and where commercial performance requires you to be.

You leave with a clear picture and a credible development plan, regardless of whether you commission anything further.

—  Skills and behaviours assessment across the marketing team

—  AI and automation readiness audit

—  Gap analysis mapped to commercial priorities

—  Recommended programme structure and sequencing

DEVELOP

Applied learning programmes where your people solve real work using new tools, frameworks and methods. Not theory in a classroom. Not slides they will never open again. Real output, real change.

—  Foundation skills: AI prompting, tool evaluation, the CORE framework

—  Strategic frameworks: ICONIC® planning, FORGE, SIGNALS, Pre-AI Architecture

—  Applied labs and sprints: Agentic Marketing Labs, AI Bootcamps

—  Leadership programmes: governance, operating models, board alignment

DEPLOY

Capability deployed into your team’s day-to-day — not left in a learning management system. Coaching, playbooks and structured support so that new behaviours become business-as-usual. We stay until the capability is genuinely embedded and internally owned.

—  Bespoke playbooks built from your team’s live work

—  Internal champion development so capability compounds over time

—  Coaching and Capability-as-a-Service for ongoing development

—  Measurement framework so you can demonstrate return on the investment

02  Who This Is For

Marketing directors responsible for AI transformation — You are accountable for the investment decision and the outcome. You need a structured approach to capability development — one that maps to commercial priorities, produces measurable behaviour change, and doesn’t create permanent external dependency.

Teams struggling to convert AI investment into output — Your team has access to tools. They are not producing the results leadership expects. The gap is rarely the tools — it is the judgment, structure and shared operating model that determines what those tools are used for.

Organisations wanting governance alongside capability — AI systems can now act autonomously. Accountability and professional standards are not constraints on adoption — they are what makes adoption safe to scale. We build both together.

Universities and professional bodies — Developing future-ready modules, MBA units and CPD content that bridges academic rigour with commercial practice, including assessment frameworks, teaching materials and ongoing programme support.

03  Anchor Programmes

The four engagements most organisations start with. Each is explicit about what skills change, what behaviours develop and what performance metrics those capabilities influence.

AI & Answer Engine Marketing Bootcamp  |  1–2 days

Intensive upskilling for marketing teams to design and execute AI-driven content and visibility strategies — including Generative Engine Optimisation and Answer Engine Marketing. Teams leave with a working strategy and the skills to iterate it independently.

Skills and behaviours developed

—  Structuring content so AI-powered search and answer engines surface your brand

—  Designing GEO and AEM strategies for zero-click visibility

—  Evaluating AI tool performance against commercial rather than technical criteria

Metrics influenced

—  Organic visibility in AI-mediated search environments

—  Content throughput and campaign velocity

—  In-house ownership of GEO and AEM strategy

Ideal for: Marketing teams, content leads, digital strategists, agencies

Agentic Marketing Lab  |  1–2 day sprint

A guided working sprint where teams prototype and test AI and agent workflows on their own live campaigns. Not a demonstration — a working session that produces deployable outputs and internal champions who can extend the work independently.

Skills and behaviours developed

—  Designing and testing agentic workflows on real campaign material

—  Evaluating outputs against brand, compliance and commercial standards

—  Building governance frameworks for autonomous AI activity

Metrics influenced

—  Faster experimentation cycles without proportional resource increase

—  Higher creative throughput at consistent quality

—  Measurable reduction in external dependency for AI workflow design

Ideal for: Marketing operations, digital teams, innovation leads

Leadership Clinic  |  Half-day or full day

Focused sessions for marketing directors, heads of digital and senior leadership teams on governance, AI operating models and measurement frameworks. Designed for leaders who need strategic clarity — not technical instruction — and who are accountable for investment decisions and team direction.

Skills and behaviours developed

—  Evaluating AI adoption decisions against commercial rather than technology criteria

—  Structuring measurement frameworks that connect AI investment to business outcomes

—  Building and communicating AI operating models to boards and cross-functional stakeholders

Metrics influenced

—  Leadership confidence and alignment on AI strategy

—  Quality of board-level investment cases for marketing capability

—  Reduction in reactive, tool-led decision-making

Ideal for: CMOs, marketing directors, heads of marketing, executive teams

Capability-as-a-Service  |  Retained quarterly programme

Sustained capability development for teams that want progressive improvement rather than one-off interventions. Quarterly diagnostics, refresh workshops and one-to-one coaching — structured, measurable and designed to compound over time.

AI is not a project with an end date. Neither is capability.

What is included

—  Quarterly capability diagnostic and progress review

—  Refresh workshops aligned to current priorities and market developments

—  One-to-one coaching for team leads and internal champions

—  Ongoing playbook and framework updates

Metrics influenced

—  Progressive improvement in AI adoption confidence and structured use

—  Internal capability that compounds rather than decays after training

—  Team ownership of frameworks without external prompting

Ideal for: Organisations wanting sustained development rather than single events

04  Full Programme Range

All programmes are available in-house, as open cohort programmes or in blended formats.

Foundation — Individual AI skills development

AI Prompting Mastery for Marketers  |  Half-day or 2-hour online — Effective prompt engineering for professional-grade marketing outputs. Iterative refinement, context management and quality evaluation. Common failure patterns and ethical considerations.

Ideal for: Individual marketers, content teams, agencies

Evaluating AI Tools: From Hype to Reality  |  Half-day — Systematic evaluation frameworks and vendor scorecards. True cost of ownership, integration requirements, build vs buy decisions.

Ideal for: Marketing operations, team leads, procurement

The CORE Framework: Working Effectively with Generative AI  |  1 day — Context. Objectives. Refinement. Ethics. A proprietary framework for developing AI capability systematically rather than reactively.

Ideal for: Marketing teams, agencies, university cohorts

Intermediate — Strategic framework application

Making Sense of AI, Automation and Agentic Marketing  |  1 day or self-paced — Critical distinctions between AI, automation and agentic systems. Moving from possibility thinking to priority thinking. When not to use AI — and how to defend that decision.

Ideal for: Marketing managers, senior practitioners, team leads

Pre-AI Architecture: Building Foundations for Acceleration  |  2-day intensive — The five essential martech foundations and how to audit them. AI readiness diagnostic and phased deployment roadmap. Building the internal pitch using the FORGE framework.

Ideal for: Marketing operations, strategy teams, technology leads

FORGE: Getting Strategic Initiatives Approved and Funded  |  1 day — The narrative framework for marketing leaders navigating organisational complexity. Particularly valuable when strategy requires foundation work before acceleration. Covers all five stages: Frame, Own, Reveal, Ground, Evidence.

Ideal for: Marketing directors, heads of marketing, strategy leads

SIGNALS: Recognising When Strategic Work Is Needed  |  Half-day — The recognition framework that identifies when conditions demand a structured strategic response. Helps marketing leaders identify which class of trigger is in play and whether it warrants the full weight of ICONIC® strategic planning.

Ideal for: Marketing managers, directors, strategy leads

Advanced — Comprehensive strategic planning

ICONIC® Strategic Marketing Planning  |  2–3 day workshop or 8-week blended programme

Our flagship programme. The ICONIC® Framework — Investigate, Customers, Opportunities, Numbers, Implementation, Contribution — refined through work with global brands and over 50,000 professionals. Develops the capability to transform management requests into fully developed, performance-ready marketing plans.

—  Investigate: pattern recognition, competitive intelligence, AI-enhanced research

—  Customers: journey mapping in the age of AI intermediaries, first-party relationship building

—  Opportunities: systematic evaluation, priority setting, AI and agentic opportunity assessment

—  Numbers: financial modelling, performance measurement, budget allocation

—  Implementation: phased deployment, cross-functional design, decision ownership

—  Contribution: impact measurement, trust metrics, long-term capability building

Ideal for: Marketing managers, directors, strategic planners, MBA students

Specialist — Sector and function-specific

Creativity and Innovation in AI-Augmented Marketing  |  1–2 days — Briefing systems that produce better AI outputs. Creative evaluation in the age of generative AI. Sensory and experiential marketing that technology cannot replicate.

Customer Retention and CRM Strategy  |  1–2 days — Lifecycle marketing and retention economics. Automation for retention — not just acquisition. First-party data strategy in the age of AI agents.

Sustainable Marketing: The IMPACT Framework  |  1–2 days — The six-stage framework — Invest, Migrate, Protect, Aim, Collaborate, Trust — that turns sustainability commitments into accountable marketing decisions.

Digital and Data Mastery  |  Modular, 1–3 days — AI and data-driven decision making, SEO, PPC, conversion optimisation. Social, content strategy and analytics. Copywriting for digital and AI-assisted media.

B2B and Account-Based Marketing  |  1–2 days — Account selection frameworks and multi-stakeholder journey mapping. Relationship-based selling in the AI era. Measurement and attribution in complex B2B contexts.

Executive — Leadership and organisational readiness

Marketing Leadership in the Age of AI, Automation and Agentic Systems  |  Half-day or 1-day — Strategic implications of AI-mediated commerce. Building capability vs creating dependency — the leadership decision. Getting board-level support for strategic sequencing over speed.

Ideal for: CMOs, marketing directors, executive teams

AI Readiness for Marketing Organisations  |  Half-day — Assessing current martech architecture and identifying readiness gaps. Building phased deployment roadmaps with risk assessment. Creating organisational alignment before implementation begins.

Ideal for: Marketing leadership teams, board-level planning

05  The Frameworks

JAM Partnership’s proprietary frameworks are the intellectual infrastructure behind every programme. Full details on the Thinking page.

ICONIC® — A six-stage strategic planning system: Investigate, Customers, Opportunities, Numbers, Implementation, Contribution. The strategic foundation for everything else.

SIGNALS — A recognition framework that identifies when conditions demand a structured strategic response. Tells you when to deploy ICONIC®.

FORGE — A narrative framework for getting strategic initiatives approved and funded. Five stages — Frame, Own, Reveal, Ground, Evidence — that build the case that earns commitment, not just approval.

Pre-AI Architecture — The martech foundations that determine whether AI deployment accelerates performance or amplifies existing dysfunction.

CORE — Context, Objectives, Refinement, Ethics. Foundational AI capability development done systematically, not reactively.

IMPACT — Invest, Migrate, Protect, Aim, Collaborate, Trust. Turns sustainability commitments into accountable marketing decisions.

06  Training Philosophy

Relevance before rigour

Everything we teach connects to Monday morning reality. No theoretical abstractions. No generic best practices. Frameworks and skills applied immediately to the problems your team is actually facing.

Judgment alongside technology

We do not simplify complexity — we provide systematic ways to navigate it. The professionals who will lead marketing over the next decade are not those who adopted AI earliest. They are those who learned to think clearly about what it should and should not do.

Capability that compounds

One-off training produces knowledge that decays with the next tool update. We build systematic thinking capability — the kind that makes teams stronger with each application and creates organisations that adapt faster than the environment changes.

07  Delivery Formats

—  In-house workshops — tailored to your team, your context, your challenges

—  Live cohort programmes — structured peer learning with applied project work

—  Blended delivery — online foundations combined with live application sessions

—  Self-paced online — individual professional development at your own pace

—  Executive briefings — condensed strategic sessions for senior stakeholders

—  University and academic delivery — full modules, MBA units, CPD programmes

—  Train-the-trainer — licensing and certification for L&D teams and training companies

08  Credentials

Over 50,000 marketing professionals trained globally. More than two decades of consistent practice across sectors, geographies and levels of seniority.

Clients have included HSBC, Unilever, Barclays, Microsoft, Vodafone, British Airways, Cancer Research UK, and hundreds of SMEs, agencies and professional services firms across automotive, financial services, consumer goods, B2B, government and charity sectors.

Jane Cave FCIM — Fellow of the Chartered Institute of Marketing. IDM Educator of the Year 2013. Former Managing Director, Institute of Direct Marketing. Architect of the Chartered Institute of Marketing’s online and virtual learning portfolio.

Mike O’Brien FCIM FIDM FHEA — Fellow of the Chartered Institute of Marketing and Fellow of the Institute of Data and Marketing. IDM Educator of the Year 2014. Senior Lecturer in Digital Marketing, University of Law Business School. Co-author, Digital Marketing Excellence, 7th edition (Routledge).

09  Next Steps

Every conversation starts with a diagnostic, not a proposal.

For organisations and L&D leaders

Call 01628 635757 or Mike directly on 07450 255168. The first conversation is a structured diagnostic — no cost, no obligation. You leave with clarity regardless of whether we work together.

For individuals and open programmes

Contact us to enquire about upcoming open programmes and self-paced courses.

For universities and training companies

Contact us to discuss custom programme development, licensing arrangements or train-the-trainer certification for ICONIC® and FORGE methodologies.

“The organisations that thrive in the age of AI will not be those that move first. They will be those that think clearest.”