88% of businesses are using AI. Only 6% are getting results.
This programme exists to put you in the 6%.
What is it?
Business schools charge £9,000 for theory. Workshops give you one day and no follow-up. Online platforms give you a library nobody finishes. The Programme gives you something none of them can: the structure to do the work, the accountability to follow through, and a peer group of senior leaders who expect to see results.
Six masterclasses. Each one producing a specific commercial outcome in your business. Monthly accountability sessions with other managing directors and marketing leaders. AI as the method. Results as the measure.
£150 per month. Cancel anytime. For doers, not spectators.
The problem
You have AI. You have ambition. You have a business that deserves better marketing. What you do not have is the structure to make it happen.
Ninety-five percent of corporate AI pilots produce no measurable return. Not because the technology is poor — but because nobody stopped to connect the tools to the commercial objectives. No framework. No sequence. No accountability. Just tools and hope.
The 6% who are getting results are not using better AI. They are using it with better structure, clearer objectives, and stronger leadership commitment. That is what The Programme delivers.
What you get as a member
Six masterclasses that produce commercial outcomes, not learning objectives
Each masterclass is built around one area where the research shows AI delivers measurable ROI in marketing. You do not learn about strategy. You build a strategy. You do not study value propositions. You create one. Every module ends with a deliverable that makes your business money.
Monthly accountability with senior peers who expect results
Once a month, you join a live working session with other managing directors, marketing directors, and founders. You are expected to show up having done the work. Not having watched the video. Having applied the frameworks to your business. Research from the American Society of Training and Development found that a scheduled accountability appointment raises goal completion from 10% to 95%. That is the design principle of The Programme.
Founding cohort access — smaller cohorts, better results
The Programme is launching with a deliberately small founding cohort. This is not a limitation — it is premium access. In a room of five, every member gets direct strategic input from Larysa Hale and her team. Larysa’s consulting day rate is £1,000. One hour of direct input in a founding cohort session is worth more than the monthly subscription alone. This level of access will not last as The Programme grows.
AI as your assistant, not your authority
You are the authority on your business. AI is the capable assistant that makes you faster. The Programme teaches you to lead AI rather than follow it — which is precisely what the McKinsey research identifies as the behaviour that separates the 6% from the 88%.
Executive briefings paired with every masterclass
Every masterclass comes with a free executive briefing that surfaces the problem using research and real case studies. The briefing gives you the context. The masterclass gives you the framework. The accountability session makes sure you did the work.
What we do for you
A senior peer group
Work alongside other managing directors, marketing leaders, and founders facing the same decisions you are.
Monthly masterclass module
New pre-recorded masterclass every month with practical workbooks you can apply immediately.
Live monthly accountability
A structured working session every month — show up, make progress, stay on track.
Stay ahead with executive briefings
Monthly briefings that keep you informed, sharpen your thinking, and give you the talking points senior leaders are expected to have. Stay current without spending hours reading.
The 2026 programme: AI marketing growth
Six confirmed masterclasses — each with a free briefing and a paid masterclass
Every masterclass in The Programme is delivered in two parts. The free executive briefing surfaces the challenge and gives you the strategic context.
The masterclass gives you the framework, the workbook, and the implementation.
Together, they take you from understanding the problem to solving it.
The six confirmed masterclasses
Six masterclasses. Six commercial outcomes. Each one makes your business money.
- Build your AI-driven marketing growth plan
Leave with a strategic marketing plan connected to your revenue targets — with one clear priority for the next 90 days. No more spending on campaigns you cannot tie to a number.
- You are doing £10 work in a £1,000 role
Leave with a delegation framework — what you keep, what your team does, what AI does. With accountability for which tasks must produce results. Recovered time. Higher productivity.
- Use AI to differentiate your value proposition and command premium pricing
Leave with a distinctive value proposition that attracts higher-value clients who are happy to pay for what you do. Premium positioning. Better clients. Higher fees.
- Use AI to understand your market and make smarter growth decisions
Leave with an AI-powered intelligence process that identifies one or two doable changes to grow revenue this quarter. Better decisions. Less guesswork.
- Build a continuous AI-supported lead pipeline
Leave with a system for segmenting, personalising, and running campaigns in sequences as an ongoing flow. A predictable pipeline. Revenue you can forecast, not hope for.
- Use AI to build authority content that generates inbound demand
Leave with a content strategy that attracts buyers to you. Lower acquisition costs. Shorter sales cycles. Enquiries from people who already trust you.
Each masterclass is paired with a free executive briefing. The next six masterclasses will be announced as The Programme continues — shaped by member feedback and what the market demands.
What comes next: 2027 and beyond
The Programme does not end in December. The 2027 programme will be announced in December 2026, and your subscription continues seamlessly. There will be no disruption, no gap, and no need to re-subscribe.
Future programme topics will be shaped by what matters most to our members and the market. Whether that is AI, automation, data, or something none of us have anticipated yet — The Programme will always focus on what B2B leaders actually need to grow.
Who this is for
The Programme is built for managing directors, managing partners, and marketing directors in B2B professional services and SMEs who are ready to do the work.
You are the right fit if you are responsible for growth, you want commercial results from AI — not just knowledge — and you are willing to show up, do the work, and be held accountable by peers at your level.
You are not the right fit if you want passive education, if you collect courses and never finish them, or if you are looking for someone to do the work for you. Learning without application is basically a hobby. This is not a hobby.
If you want the work done for you, we offer agency services.
How it works
Step 1: Subscribe
£150 per month. You get immediate access to all released modules and the ebook library.
Step 2: Watch and work.
Each masterclass is pre-recorded so you can work through it at your own pace. The workbook guides your implementation.
Step 3: Show up.
Join the monthly live accountability session to ask questions, share progress, network with other leaders, and stay on track.
Step 4: Grow.
Each month a new module is released. Your library grows. Your marketing system gets stronger. The Programme continues into 2027 and beyond.