Customer Marketing Alliance

What Customer Marketing Alliance does

Customer Marketing Alliance (CMA) is a subscription-based professional community and training platform serving customer marketing practitioners, founded in 2021 and operating as part of The Alliance, a parent organization that hosts 15+ professional communities across marketing, customer success, revenue operations, product, finance, and technology functions. The company sells tiered individual memberships (Insider free, Pro at $42/month billed annually, Pro+ at $167/month billed annually) and team memberships (Pro at $38/month per seat, Pro+ at $150/month per seat, minimum three members), alongside expert-led certifications (Customer Marketing Certified: Core and 8+ Masters), a content library of 100+ hours of on-demand video and 80+ templates/frameworks, a Slack community of 47k+ active members, and a global events program spanning in-person summits in cities including San Francisco, New York, London, Amsterdam, Sydney, Atlanta, Boston, and Las Vegas.

The underlying technology is described as a community and content platform rather than a proprietary software product: distribution runs through direct website sales with Stripe integration, Slack-based community engagement, and email/newsletter channels reaching 110k+ subscribers, with no disclosed API, SDK, or AI/ML capabilities. Additional revenue is generated from event sponsorships, webinars, whitepaper promotion, leadership dinners, and CMA Meetings targeting senior B2B decision-makers; the partnership ecosystem includes Higher Logic, SlapFive, Hightouch, Deeto, Customer.io, Gainsight, and Zendesk.

The customer base spans individual customer marketing professionals and small to mid-market teams in software and B2B technology companies (logos referenced include Google, Microsoft, Salesforce, LinkedIn, Cisco, Adobe, PayPal, Meta, HubSpot, Dropbox, Slack, Asana, Zimperium, and Salesloft), with named individual practitioners such as Patrick Clore (Zimperium), Morgan Wright (Salesloft), and Silvia Cosma (GP). The company is privately held under UK-domiciled operations led by Founder & CEO Richard King, with no disclosed external funding and revenue figures are not publicly reported.

Name

Customer Marketing Alliance

Legal name

Customer Marketing Alliance

Website

https://customermarketingalliance.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Customer Marketing Alliance is a subscription-based professional community and training platform for customer marketing practitioners, offering tiered memberships, expert-led certifications, a Slack community of 47k+ members, and global summits across eight-plus cities, operating under The Alliance parent organization.

Ownership category

akta.pro rank

Product category

Professional Development Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Customer/User Conferences & Client Advisory Boards (THAHAMAD)

Keywords

• Customer marketing training
• Professional membership community
• Marketing certification programs
• Professional development events
• Marketing content library

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Individual Membership Subscriptions: Subscription-based memberships with tiered pricing (Insider free, Pro $42/month billed annually, Pro+ $167/month billed annually). Provides recurring revenue from individual customer marketing professionals.
2. Team Membership Subscriptions: Team plans with minimum 3 members: Pro for teams at $38/month per member billed annually, Pro+ for teams at $150/month per member billed annually. Upsell opportunity from individual to team accounts.
3. Event Partnerships and Sponsorships: Partnership packages for in-person summits (Headline partner, Platinum, Gold, Panel partner, Workshop partner), virtual summits, Leadership Dinners, and CMA Meetings. Revenue from brands wanting to reach customer marketing professionals.
4. Digital Advertising and Content: Webinars, whitepaper/ebook promotion, newsletter placements, content spotlight, website advertising, and Education Hubs. Lead generation services for B2B companies targeting customer marketing leaders.
5. Certifications: Expert-led certification programs including Customer Marketing Certified: Core and 8+ Masters certifications. Revenue from professional development and certification fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Customer Marketing Alliance operates a professional membership community for customer marketing professionals, offering tiered subscriptions (Insider free, Pro at $42/month, Pro+ at $167/month), expert-led certifications, in-person summits in cities including San Francisco, London, Sydney and Amsterdam, virtual events, and a content library of templates, frameworks, and proprietary research reports. The organization also generates revenue through event sponsorships and partnerships with B2B brands seeking to reach customer marketing decision-makers.

Differentiator

Problem solved

Functional benefit

Products and services

• Insider Membership Free-tier membership providing basic access to on-demand videos, templates and frameworks, and exclusive articles. Entry point to the customer marketing community.
• Pro Membership Individual subscription at $42/month billed annually providing full access to 100+ hours of on-demand videos, 80+ templates and frameworks, 50+ exclusive articles, ungated reports, members-only community, mentor program, and discounts on events and certifications.
• Pro+ Membership Premium individual subscription at $167/month billed annually. Includes everything in Pro plus free live workshops, 9+ certifications including Customer Marketing Certified: Core, 8+ Masters certifications, advanced micro-courses, and free entry to in-person events.
• Team Memberships Team subscription plans with minimum 3 members. Pro for teams at $38/month per member and Pro+ for teams at $150/month per member, both billed annually. Provides full access to CMA premium resources, mentorship program, free virtual festival access, live stream to summits, CMA summits on-demand, 40% discount on summits, and 10% discount on certifications.
• Customer Marketing Certifications Expert-led certification programs including Customer Marketing Certified: Core and 8+ Masters certifications covering advanced customer marketing skills, designed to accelerate careers and validate practitioner expertise.
• Customer Marketing Summits and Events

Quantifiable outcome

• Only 3.9% of customer marketers feel customer marketing is fully understood by their company (per 2022 State of Customer Marketing Report)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered community partner.

• Higher Logiccommunity partnerGTM or Marketing PartnerHigher Logic is listed as a community partner of Customer Marketing Alliance, providing community platform expertise to the CMA ecosystem.
• SlapFivecommunity partnerGTM or Marketing PartnerSlapFive is listed as a community partner of Customer Marketing Alliance, offering customer advocacy and referral solutions.
• Hightouchcommunity partnerGTM or Marketing PartnerHightouch is listed as a community partner of Customer Marketing Alliance, providing data synchronization and customer data platform solutions.
• Deetocommunity partnerGTM or Marketing PartnerDeeto is listed as a community partner of Customer Marketing Alliance, offering customer reference and advocacy platform services.
• Customer.iocommunity partnerGTM or Marketing PartnerCustomer.io is listed as a community partner of Customer Marketing Alliance, providing customer engagement and automation platform.
• Gainsightcommunity partnerGTM or Marketing PartnerGainsight is listed as a community partner of Customer Marketing Alliance, offering customer success and experience management solutions.

Scale indicators21 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Customer Success Collective: Another sister community inside The Alliance targeting Customer Success professionals with the same tiered membership, certifications, summits and partnership revenue structure; directly comparable business model and overlapping buyer base with CMA.
• Mind the Product: Community for product managers/owners running a global conference series (ProductTank) and member events; the same conferences-plus-community model CMA uses, just for the product management vertical rather than customer marketing.
• Product Marketing Alliance: Sister community under The Alliance parent with the same subscription membership + global summits + certifications model, but focused on the product marketing persona; closest comparable because the operating playbook, GTM motion and revenue mix are nearly identical to CMA.
• Pavilion: Subscription-based private community for B2B revenue leaders (sales, marketing, ops) with events, peer cohorts and a similar self-serve team plan model; the most direct external peer to CMA's community-led GTM motion in terms of monetization structure and target buyer profile.
• Content Marketing Institute: Operates content marketing conferences (Content Marketing World), training and a practitioner community; broadly analogous events-plus-membership business targeting a niche marketing function, similar to CMA's customer-marketing vertical.
• SaaStr Annual: Community-and-conference business for SaaS executives combining a large annual summit, online community and educational content; directly comparable model (community + paid events + content sponsorships) serving overlapping B2B buyer personas to CMA.
• MarketingProfs: Long-running B2B marketing training, content and virtual events business targeting marketing practitioners; comparable to CMA's mix of paid memberships, certifications and content-led lead generation for the same audience.

Emerging players

• Leadercast: Leadership-development events and content business targeting managers and executives with a recurring summit plus digital content; smaller and more leadership-focused than CMA, but comparable in offering ticketed summits plus subscription-style content for a defined professional segment.

Broad incumbents

• INBOUND (HubSpot): HubSpot-operated mega-conference and content brand for inbound marketers; broader in scope than CMA and bundled with a product ecosystem, but targets the same B2B marketing persona and competes for the same event-sponsorship dollars.
• Dreamforce (Salesforce): Salesforce's flagship customer conference; a much larger incumbent in the customer/user conference space whose ecosystem (AppExchange, Slack) overlaps with many of CMA's enterprise buyers and partner categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/CustomerMarket2
• Facebookfacebook.com/customermarketingalliance
• LinkedInlinkedin.com/company/customer-marketing-alliance
• Instagraminstagram.com/customermarketing.alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Customer Marketing Alliance