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Unlock your product marketingleadership potential

Accelerate your journey to product marketing leadership in an eight-week coaching program designed to leave you feeling confident leading your PMM strategy, and delivering maximum impact.
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Trusted by 10,000+ PMMs

Re-define your

‍
‍go-to marketing
strategy.

Harness the power of tools, teams, and tactics. Elevate your future launches with Holly Watson.
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Program
‍overview 

Leading your organization’s product marketing strategy can be a heavy burden to carry.

‍

To lighten your load, we’ve created an interactive leadership accelerator program, allowing you to learn, share, and practice with PMM leaders all over the world in an intimate and exclusive environment.

‍

From scaling teams, data, and budgets to strategies, project management, influence, and more, you get 8+ enjoyably intense weeks covering all the areas you need to shine in a leadership role.

‍

And it doesn’t stop there...if you’ve got an eye on the C-suite, we’ve dedicated an entire week to supporting your career goals.

Accelerator program

‍8-week timetable

Week 1
  • The definition of leadership
  • Creating a product marketing strategy
  • Driving strategy with product marketing
  • Segmentation
  • Customer segmentation [Q&A with Unbounce]
  • Changes to your messagingYour approach to positioning
  • Indoctrinate your team in your strategy
  • Consistency in your content
  • Bonus: PMM strategies for mobile apps [Etsy]
  • Bonus: PMM strategies for a freemium product [HubSpot]
  • Fireside chat: Phill Agnew at Hotjar
  • Fireside chat: Devon O'Rourke at Fluvio
  • The unique challenges/opportunities of leading at a -up
  • Fireside chat: Jeff Schaffzin at Genysys
  • Bonus: A start-up strategy slide deck
  • Exam
  • Coursework: Product marketing strategy
  • Live: Your weekly presentation
Week 2
  • Building a product marketing team
  • Product marketing team structures
  • PMM team structures [examples]
  • A new function for PMM?
  • How to structure your PMM team internally
  • Bonus: Panel discussion: How to build and structure a PMM team
  • Bonus: Built to scale - product marketing [Uber]
  • The recruitment process
  • Interview questions & tasks
  • Fireside chat: Tamara Grominsky at Unbounce
  • Fireside chat: Jennifer Bunting at LinkedIn
  • Exam
  • Coursework: Building a PMM team
  • Live: Your weekly presentation
Week 3
  • Defining your leadership style
  • Hard' and 'soft' leadership skills
  • Hard & soft skills [Q&A with Uber]
  • Making the hard decisions
  • Retaining and upskilling top talent
  • Developing a high performance team
  • Delegation and briefing
  • Fireside chat: Tamara Niesen at Shopify
  • Bonus: Leading, building, and growing great PMMs [airSlate]
  • Exam
  • Coursework: Team management
  • Live: Your weekly presentation
Week 4
  • Pricing, budgets & impact
  • Pricing strategies
  • Bonus: How to get a seat at the pricing table [Merrill Corporation]
  • Bonus: Pricing and packaging roadmaps to grow revenue [Zuora]
  • Product marketing + pricing [Q&A with Toast]
  • Bonus: The psychology behind pricing [Brandwatch]
  • Exam
  • Coursework: Pricing, budgets & impact
  • Live: Your weekly presentation
Week 5
  • Being data-driven
  • The data your leaders care about
  • Tying PMM to revenue
  • Handling objections
  • Your dashboard and messaging success
  • Data visualization
  • Fireside chat: Aaron Brennan at airSlate
  • Exam
  • Coursework: Data
  • Live: Your weekly presentation
Week 6
  • Your role as a project leader
  • Goals and prioritization
  • Motivation and cohesion
  • Planning and execution
  • Discuss pricing and packaging early
  • Product launches
  • Fireside chat: Yoni Solomon at Uptime
  • Fireside chat: Chris Hines at ZScaler
  • Exam
  • Coursework: Project management & GTM
  • Live: Your weekly presentation
Week 7
  • Level-up your ability to influence people
  • Owning your professional development
  • Cross-functional relationships
  • Analyst relations
  • Product-led growth
  • Bonus: Product-led growth - the rise of the user [OpenView]
  • A PMMs guide to product-led growth
  • Exam
  • Coursework: Influence & being cross-functional
  • Live: Your weekly presentation
Week 8
  • PMM perceptions among the C-suite
  • The Growth CMO
  • Bonus: How to become a translator for the C-suite [Oracle]
  • Live: Your weekly presentation
  • Coursework: Setting your sights on the C-suite
General Activity
Topic Discussion
Topic Activity

Accelerator program
‍schedule 

February 11, 2025
8 Weeks / $2,999
Starts at 9:00 AM (PST)
Enroll now

"PMA delivers real-world leadership training from proven specialists

Once again, the Product Marketing Alliance has delivered an excellent course based on real-world experience and leadership.

Highly recommend anyone wanting to further their leadership aspirations to learn from these existing proven performers and raise your own bar."

Andrew Hatfield

Founder and Go to Market and Growth Strategist

"Flat-out awesome course!

This course leaves no stone unturned and even provides you with slide decks, tools, and templates for future use. All the interviews with the industry's top product marketing leaders provided so many nuggets of product marketing leadership gold and real-world practical application. If you want to take your product marketing career to the next level, this is absolutely the course for you – bar none!"

Scott Bamford

Senior Product Marketing Manager

Book a free
‍career consultation

Learn from industry leaders and network with a community of ambitious product marketers.

Refine your leadership style, empowering you to effectively lead cross-functional teams.

Walk away with a certificate of completion, cementing your place in the product marketing leadership sphere.

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Your
‍instructors

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the curriculum 

Here at PMA, you can learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program

By the end of the course
‍‍you'll be able to...

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Achieve business goals

Get the frameworks and knowledge to develop and implement strategic marketing plans that align with business goals to show the true value of your PMM team.

Build and scale teams

Learn tried-and-tested techniques to build, mentor, and scale a high-performing product marketing team.

Align strategically

Understand how to effectively communicate and collaborate with cross-functional teams to ensure product success.

What's
‍‍Included

01
Content

One to two hours of on-demand content each week, developed by seasoned product marketing professionals to help you learn the most impactful strategies in the industry.

02
Discussion

Join a global community of learners for lively discussion, collaboration, and mutual learning opportunities.

03
Presentations

Live presentations from the great minds at Quantum Metrics, Snow Software, Clari, and more, offering their unique perspectives on product marketing leadership.

04
Assignments

Hands-on assignments designed to test your knowledge and sharpen your practical skills in product marketing leadership.

05
Templates

14 industry-standard templates to take the guesswork out of your product marketing efforts.

06
Exams

Rigorous exams designed to measure your understanding of the course material, so you can consolidate your learning and identify areas for improvement.

07

08

07
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

Product positioning framework

Product roadmap framework

Guide to pricing models

Sales playbook template

Sales confident survey questions

Win-loss interview questions

Win-loss interview questions

Customer case study questions

Content mapping template

Porter’s Five Forces

Enroll now

The Product Marketing
Core framework

Product marketing is a multi-faceted role with many concepts to cover so you can launch successful products, satisfy your customers, and be acing your career.

This framework helps you navigate all those concepts through five fundamental stages. For each of the stages: discover, strategize, define, get set, and grow, you'll journey through to boost your understanding of pivotal topics.

By understanding each topic on the framework, you'll increase your competency every time to become a well-rounded product marketer.

Download the framework

Discovery

Equip yourself and your team with the info needed through customer feedback and competition research to formulate a strategy that’s relevant to your product and market.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

Enroll now

Strategize

Fail to prepare, prepare to fail. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards creating a winning master plan.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

Enroll now

Define

Define your market, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

Enroll now

Get set

If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.

Sales assets

Training

Sales enablement sessions

Marketing

Enroll now

Grow

Prolong your efforts with a post-launch process to ensure your product goes from strength to strength through analysis, optimization, feedback loops, and customer advocacy.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

Enroll now

How it
works...

Book a call

Leadership curriculum

Each week, access a wealth of OnDemand learning around a different leadership topic, along with case studies, templates, and frameworks to solidify and support your learning and live cohort sessions.

Live presentations

Each week join expert lectures or panel discussions and interact with leaders from AWS, Arion, and Oracle. Learn from their unique experience and ask all your burning questions about becoming a PMM leader.

Lifelong support

Network with your peers and expert instructors by accessing your private peer group to compare notes, ask questions, and find a lifelong cohort to support your leadership journey.

Get this course plus 25 others,
‍with Exec+ membership

Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.

Learn about Exec+
Exec+ membership
$250
/month (billed annually)
$150
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, peer groups, dinners, exclusive leadership events, and more,

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Exclusive PMM Leaders Summit

Leadership programs

Mastering leadership workshops

Peer-to-peer mentorship

Carefully curated peer groups

Leadership breakfast briefings & dinners

100+ templates and frameworks

500+ hours of OnDemand insights

Members-only events and community

Subscribe to Exec+
Individual course
$2,999
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Enroll now

Virtual
‍meet-ups

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Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

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Learn more

Why choose
‍courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you

Enroll now

Old Way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New Way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Certified PMMs
earn $16,732 more

Built alongside Director and VP-level PMMs from Amazon Web Services, LinkedIn, G2, and more.

Tap into the experts’ tried and tested tactics, strategies, and methodologies.

Leverage exclusive insights to create your own killer strategy.

Enroll now

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

Ask your AI coach

FAQS

Who is Product Marketing Leadership Accelerator for?

It’s for current and aspiring product marketing leaders. If you’re a current Senior Product Marketer, a Team Lead, or a Head of, this course will help you learn from experienced leaders and absorb their tried and tested techniques. If you’re a Director or looking to be more confident as a leader, this course will a) help you identify which skill gaps you need to close to lead with impact and, b) set the foundation for your move into a leadership role. If you’re a Director or VP and looking for a program more advanced to help you make your move into the C-Suite then take a look at the C-Suite Masterclass.

How long will I get access to the self-paced content once the program’s over?

Forever. Pay once, get access to all the curriculum content, bonus footage, fireside chats, exams, coursework, alumni, templates, and frameworks for life.

What time will the live sessions take place?

We’ve scheduled the live weekly presentations at the most universally friendly time we can find. They’ll be in the morning (9 am) for those in the PST timezone, at midday for those on EST time, and throughout the evening for all our European folks. In general, the live presentations will take place on Thursdays for the duration of the course.

Will I get recordings from the live weekly presentations?

100%. We’ll upload the presentation recording and slide deck into your dashboard a day or two after the session and then they’ll be yours to refer back to as often as you like, for as long as you like.

How long will the Product Marketing Leadership Accelerator take to complete?

Eight weeks. After that, the weekly presentations, coursework, and exams will come to an end; however, you’ll have access to all the materials to learn from for life. The alumni channel will be an eternal resource too, so you can stay in touch with and continue learning from your leadership program peers.

How different are these materials from those in the PMA membership plan?

In short, very. You’ll not find the content in our curriculum or fireside chats anywhere else. The same applies to the live presentations - these will be delivered live on the day and will be 100% exclusive to you and your fellow learners. Our Leadership Accelerator program is the only place you can tap into these materials.

I'd love to get a few PMM leaders certified, do you have any discounts on offer?

Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line onm.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.

Feeling like learning
‍leadership at your own pace?

Included in Pro+
Advanced Product Marketing Certified

Elevate your impact with advanced product marketing certification. Go from tactical to strategic influence, establishing authority and strategic value.

Lean more
Product Marketing Certified Leadership

This leadership certification will equip you with the insider knowledge you need to create a lasting, successful career as a product marketing leader.

Lean more