Training

01 We build AI-ready marketing teams

JAM Partnership is a training-first consultancy that develops the skills, playbooks and operating models your people need to outperform in an AI-driven market. We diagnose capability gaps, build applied learning programmes and embed new behaviours into business-as-usual – so performance improves progressively, without permanent external dependency.

Because in a world where everyone has access to AI, the advantage comes from knowing what to do with it.

02 The three pillars – Diagnose. Develop. Deploy.

Everything we do sits within three connected stages. Together they form a partnership model, not a course catalogue.

DIAGNOSE

Before any programme begins, we assess where your team actually is. Capability diagnostics that 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 – from individual AI skills through to comprehensive strategic planning capability.

• Foundation skills: AI prompting, tool evaluation, the CORE framework
• Strategic frameworks: ICONIC® planning, SINEW, 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

03 Four anchor programmes

These are 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. Because AI is not a project with an end date, and 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 courses

Our programmes span the complete spectrum of marketing capability in the age of AI, automation and agentic systems. All can be delivered 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 module

• 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 (4–6 hours)

• 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 SINEW framework

Ideal for: Marketing operations, strategy teams, technology leads

SINEW: Getting Strategic Initiatives Approved and Funded   1 day

Signal, Interrogate, Name, Explain, Win. A narrative framework for translating strategic clarity into organisational momentum and board-level approval.

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

ADVANCED – Comprehensive strategic planning

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

Our flagship programme. Grounded in the ICONIC® Framework – Investigate, Customers, Opportunities, Numbers, Implementation, Contribution – this comprehensive programme develops the capability to transform management requests into fully developed, performance-ready marketing plans. Refined through work with global brands and training over 50,000 professionals.

• 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/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 programmes

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

Digital and Data Mastery   Modular, 1–3 days

• AI and data-driven decision making, SEO, PPC, conversion
• Social, content strategy and analytics interpretation
• 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 briefing or 1-day intensive

• 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 strategic session

• 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 Our training philosophy

We teach marketing as it actually works: under pressure, with budgets, and with consequences.

Relevance

Everything we teach connects to Monday morning reality. No theoretical abstractions. No generic best practices. Just frameworks and skills you can apply immediately to the problems you are actually facing.

Rigour

We do not simplify complexity – we provide systematic ways to navigate it. Our frameworks (ICONIC®, SINEW, CORE, Pre-AI Architecture) are refined through work with global brands and validated through training over 50,000 professionals.

Responsibility

We prepare marketing professionals to lead with judgement and ethics in environments where AI systems can act autonomously. Technology capability means nothing without human accountability.

06 Delivery formats

All programmes are available across multiple formats, designed for how organisations actually learn rather than how training is traditionally sold.

• 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

07 Who commissions us

Marketing directors and L&D leaders

Building structured capability programmes for marketing teams facing AI transformation. Typically commissioning across the Diagnose, Develop and Deploy model – from initial skills audit through to embedded behaviours and playbooks.

Organisations navigating AI adoption

Companies under pressure to adopt AI, automation and agentic marketing who need systematic frameworks, phased deployment roadmaps and leadership alignment before committing to tools and platforms.

Universities and business schools

Developing future-ready modules, MBA units and CPD content that bridge academic rigour with commercial practice – including assessment frameworks, teaching materials and ongoing programme support.

Training companies and professional bodies

Designing accredited or white-label programmes, creating certification pathways and licensing ICONIC® and SINEW methodologies for delivery to their own audiences.

08 Experiece and credentials

Over 50,000 marketing professionals trained globally. In-house teams now owning AI and GEO strategy independently. Campaign velocity improved without additional headcount. Teams reporting measurably higher confidence in applying AI to daily work.

Between them, Jane Cave and Mike O’Brien bring over five decades of combined experience spanning senior agency leadership, global brand work, professional training and academic research. Clients have included Volvo, HSBC, Unilever, Barclays, Friends of the Earth, Microsoft, Vodafone, British Airways and Cancer Research UK, alongside hundreds of SMEs, agencies and professional services firms.

Academic and professional credentials

• Co-author, Digital Marketing Excellence, 7th edition (Routledge) – (Mike)
• Senior Lecturer in Digital Marketing, University of Law Business School (Mike)
• Managing Director – The Institute of Direct Marketing (Jane)
• IDM Educators of the Year (Jane 2013, Mike 2014)
• Fellow of the Chartered Institute of Marketing – Jane and Mike (FCIM)
• Fellow of the Institute of Data and Marketing – Mike (FIDM)
• Fellow of the Higher Education Academy – Mike (FHEA)

09 Next steps – contact

Every conversation starts with a diagnostic, not a proposal.

For organisations and L&D leaders

Call 01628 635757 or Mike directly on 07450 255168 to discuss your team’s capability development needs. The first conversation is a structured diagnostic – no cost, no obligation.

For individuals and open programmes

Contact us via the form below 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 SINEW methodologies.

The organisations that thrive in the age of AI will not be those that move first.

They will be those that build systematic thinking capability and strategic discipline alongside technical skills.