Ne-Lo has launched a new education platform, Anatomy of Marketing (AoM) Training.
The platform is designed for senior leaders with a strong customer focus and responds to what Ne-Lo describes as a growing structural challenge: decisions that shape the customer experience now sit across product, price, place and promotion, but many organisations lack a shared language or consistent decision-making framework to align teams.
Connecting strategy, brand and execution
AoM Training is the official training provider of the Anatomy of Marketing methodology, developed by Kieran Antill and Ross Hastings in 2020.
The framework has evolved through applied consulting work and more than 500 executive interviews.
Rather than introducing new models, the methodology is designed to connect existing ones.
“AoM doesn’t replace existing frameworks. It connects them,” says Antill.
“It brings best-in-class thinking together into a single organising model so teams can understand how strategy, brand, marketing, and execution actually relate to each other. Our rule is simple: don’t invent anything new if it already exists. The value is in connection, not reinvention.”
Antill and Hastings have previously contributed to the broader discipline through guest lecturing at The University of Sydney Business School and Griffith University Business School, as well as contributing to The Marketing Academy Online.
Hastings said the training has been deliberately structured to address organisational systems, not just individual capability.
“Siloed activity is primarily a systems problem not a people one,” says Hastings.
“AoM Training gives leaders the tools and knowledge to align their organisation around a shared understanding of marketing. It supports clearer decision-making, stronger collaboration, and builds marketing as a culture, not a department.”
A shift away from channel-led training
Unlike traditional marketing education focused on channels, tools or functional expertise, AoM Training positions marketing as an organisational discipline that cuts across departments.
The flagship Master of Marketing Transformation program is currently in pilot, bringing together senior leaders from multiple functions, industries and countries.
The seven-week program is designed to equip participants with the frameworks required to shift from a “marketing department” mindset to a company-wide marketing culture.
Backed by executive insight
The training launch follows five years of executive-level conversations hosted by Ne-Lo, which the company says consistently highlighted the need for a broader organisational approach to marketing.
James Thiedeman
“Every person in the organisation has a responsibility for the brand. Marketing only works when it’s treated as a culture, not a function,” says James Thiedeman, former CEO of Altius Group, Vision Eye Institute, and Monash IVF.
“If marketing isn’t set up across the whole organisation, everyone isn’t playing their part. We’re basically fighting each other,” says a former CEO of Dymocks Books.
“If marketing isn’t understood consistently across the business, brand equity erodes, and that ultimately shows up on the balance sheet,” says Amanda Connors, former Global CMO of Total Beauty Network.
Global ambitions for 2026
AoM Training has been built for global access, with online delivery available across time zones. Ne-Lo says early interest has come from leaders and organisations in more than 12 countries.
“We’re building this for reach and universal application,” says Antill.
Following the pilot, three additional Master of Marketing Transformation cohorts are planned for 2026, alongside self-paced courses covering topics such as company purpose, customer funnels, value proposition design and channel planning.
Corporate training programs tailored to individual organisations are also in development.
Ne-Lo’s long-term ambition is to establish Anatomy of Marketing as a universal organising language for marketing across organisations and education, positioning it as a shared foundation for the discipline.
Top Image: Kieran Antill and Ross Hastings