MarkCMO.com, Webinar Funnel & Monetization Strategy

By Mark Gabrielli · Fractional CMO & COO · Last updated: May 2026

Full Infrastructure Guide · Setup, Stack, Email Sequences, Monetization Tiers, COI & Referral Programs

Prepared for: Mark Gabrielli · markcmo.com
Version: 1.0 · March 2026
Status: READY TO DEPLOY

Table of Contents

1. Files Delivered

2. Recommended Tech Stack (Free / Low-Cost)

3. Setup Checklist

A. Environment Variables (Netlify Dashboard → Site Settings → Environment Variables)

B. One-Time Setup Tasks

1. Create a SendGrid account → verify [email protected] as sender domain
2. Create a Zoom or Riverside webinar link → update WEBINAR_CONFIG.zoomLink in webinar-signup.js
3. Update WEBINAR_CONFIG.date in the Netlify function with your first session datetime (UTC)
4. Create a JSONBin bin for webinar leads → set bin ID in env vars
5. Upload the Revenue Leak Playbook PDF to /pdfs/markcmo-revenue-leak-playbook.pdf on your site
6. Add "Webinar" to the main nav in index.html (optional, already done on webinar-specific pages)
7. Set up Mailchimp audience + automation for attendee drip sequence
8. Set up Stripe product for CMO Audit ($997) and CMO Accelerator Kit ($47)

C. Webinar Date Configuration

To update the webinar date, open netlify/functions/webinar-signup.js and change:

date: "20260401T180000Z",   // e.g. April 1, 2026 at 6:00 PM UTC
endDate: "20260401T193000Z", // 75 min later
zoomLink: "https://zoom.us/j/YOUR_MEETING_ID",

4. The Full Funnel Architecture

5. Email Sequence (Full Copy Framework)

Email 1: Immediate Confirmation (auto-sent by Netlify function)

Subject: ✅ You're registered: "The Revenue Leak Audit", here's your calendar invite

Content: Webinar details, ICS attachment, prep questions, upsell offer. This email is fully built into the Netlify function.

Email 2: T-2 Days (Mailchimp automation)

Subject: 48 hours out, what most people miss about audits

Teaser content about one of the 7 revenue leaks. Short, punchy. Drives curiosity. No links except "add to calendar" and "invite a colleague."

Email 3: T-1 Day

Subject: Tomorrow at [TIME], your prep checklist

Bulleted checklist: have your revenue numbers handy, think of one thing you can't figure out, block 90 minutes. Replay will be available 48 hours only.

Email 4: T-2 Hours

Subject: Starting in 2 hours, Zoom link inside

One-click join button. "Bring your biggest marketing question." No fluff.

Email 5: Post-Webinar Playbook Delivery (T+0 hours)

Subject: Your Revenue Leak Playbook is ready (+ a note from Mark)

Playbook download link → webinar-playbook-delivery.html. Personal note from Mark. Strategy call CTA. CMO Audit offer with deadline.

Email 6: T+3 Days

Subject: The $800K in pipeline they didn't know they had

Short case study (anonymized). One company. What we found. What we fixed. What it cost. What it returned. Closes with: "If that sounds familiar, the call takes 30 minutes."

Email 7: T+7 Days

Subject: Real talk: did you use the playbook?

Low-key, personal tone. "If you've been meaning to but haven't had time, here's the fast-start version." 3-bullet version of the audit checklist. Strategy call link.

Email 8: T+14 Days (Last Chance)

Subject: Closing this out

"The CMO Audit offer from the webinar closes on Friday. After that, regular pricing applies." Clear scarcity. No fake urgency, set a real deadline and honor it.

6. Monetization Tiers & Revenue Projections

7. Referral Partner Program

Terms

• Commission: 20% of first 90 days of any referred client who signs a fractional engagement
• Example: $5,000/month client → $3,000 paid to referrer within 30 days of client's first payment
• Qualification: Lead must be new to Mark (no existing contact), and referrer must make a warm introduction (email or phone)
• Payout: PayPal, Stripe transfer, or check, referrer's choice
• Tracking: Honor system + email confirmation. Sign the Referral Partnership Agreement (already on the site: documents/referral.html)
• Expiry: 90-day cookie, if the referral converts within 90 days of intro, commission applies

Who to Target as Referral Partners

• Attendees of this webinar (they've seen Mark's quality firsthand)
• Past clients (best source, already trust Mark)
• Executive recruiters (often know companies needing CMO-level help)
• Business brokers and M&A advisors
• CPAs and business accountants (see their clients' P&Ls)
• Business coaches and consultants who don't offer marketing services

8. COI (Center of Influence) Program

COI partnerships are for organizations vs. individual referrers, agencies, firms, platforms, and communities who can deliver multiple referrals over time.

COI Program Tiers

COI Partner Activation Steps

1. Sign the Referral Partnership Agreement (already available as documents/referral.html)
2. Receive a personalized partner welcome deck and referral briefing sheet
3. Get added to the COI partner newsletter (quarterly insights + co-marketing opportunities)
4. Receive reciprocal introductions as appropriate

9. Digital Product Strategy

Product 1: Revenue Leak Playbook (Free → $97)

The 20-page PDF delivered free to webinar attendees. The expanded 40-page version with case studies, industry benchmarks, and video walkthroughs sells for $97 as a standalone product via Gumroad or Lemon Squeezy.

Where to sell it: On-site landing page, Gumroad, LinkedIn posts, post-webinar emails.

Product 2: CMO Accelerator Kit ($47-$97)

17 templates in Notion + PDF format: ICP builder, sprint tracker, audit checklist, channel ROI calculator, board deck template, and more. Delivered via Gumroad automated delivery.

Upsell placement: Webinar confirmation page, post-webinar email, social media.

Product 3: Mini-Course (Future, $297-$497)

4-module video course: "The 90-Day CMO Sprint." Each module is 20-30 minutes. Hosted on Teachable or Gumroad. Webinar replay clips become free preview content.

Product 4: Live Workshop ($997-$1,997)

Small-group (8-12 people) intensive. 3 hours live. Each participant gets a personalized audit during the session. Seats sold via the webinar funnel. Premium tier above the solo audit.

10. The Live Webinar (Hosting Options)

Option A: Riverside.fm (Recommended, You Already Use It)

Use Riverside for both recording and webinar delivery. Pros: Professional recording quality, multi-track audio, easy replay export, integrates with your existing podcast workflow. Create a "Studio" link for the webinar.

Action: In webinar-signup.js, set zoomLink to your Riverside studio URL.

Option B: Zoom

Free tier: 100 participants, 40-minute limit (upgrade prompt at 40 min is actually a good natural break). Paid: $15.99/month for up to 100 attendees, no time limit.

Option C: Demio ($49/month)

Purpose-built webinar platform. Built-in registration (could replace the custom form), email reminders, attendee analytics, automated replay. Worth it at 200+ monthly attendees.

11. Ongoing Webinar Cadence

12. Revenue Projection Model

Immediate Next Actions (Priority Order)

1. NOW Add the 4 new HTML files to your site and deploy to Netlify
2. DAY 1 Create SendGrid account, verify your sender domain, get API key
3. DAY 1 Set up JSONBin bin for webinar leads, add all env vars in Netlify
4. DAY 2 Create your first Zoom or Riverside webinar session, update the link in the function
5. DAY 2 Set up Mailchimp audience + pre-webinar drip sequence (5 emails)
6. DAY 3 Create Gumroad product for CMO Accelerator Kit at $47
7. DAY 3 Write and upload the Revenue Leak Playbook PDF to /pdfs/
8. WEEK 1 Post webinar announcement on LinkedIn (3 posts, 3 days apart)
9. WEEK 2 Email your existing list about the free webinar
10. ONGOING Run monthly webinars and refine your funnel based on conversion data.