Pioneering product marketing
leadership training
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your brochure
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Course
overview
Ready to become a standout product marketing leader? You've come to the right place. Product Marketing Certified: Leadership is tailor-made for aspiring managers and current team leads.
We'll guide you through the vital hard and soft skills you need, leveraging the experience of leaders from top brands like LinkedIn, Hotjar, and Shopify. From refining your leadership style to strategic thinking and building a high-performing team, we've got you covered.
Our aim? To help you lead with authority, influence, and innovation. It’s time to become the leader you aspire to be.
Chapters
- What to expect from this course
- Your course pack
- The definition of leadership
- Resource library
Chapters
- Creating a product marketing strategy
- Driving strategy with product marketing
- Segmentation
- Customer segmentation [Q&A with Unbounce]
- Changes to your messaging
- Your 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 start-up
- Fireside chat: Jeff Schaffzin, Genysys
- Bonus: A start-up strategy slide deck
- Exam - Product marketing strategy
Chapters
- 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: How to build and structure a PMM team
- Bonus: Built to scale - product marketing at Uber
- The recruitment process
- Interview questions & tasks
- Fireside chat: Tamara Grominsky at Unbounce
- Fireside chat: Jennifer Bunting at LinkedIn
- Exam - Building a product marketing team
Chapters
- Defining your leadership style
- Hard' and 'soft' leadership skills
- Hard & soft skills [Q&A with Uber]
- Developing an existing teamRetaining 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 - Team management
Chapters
- Pricing, budgets & impact
- Pricing strategies
- Bonus: How to get a seat at the pricing table
- Bonus: pricing and packaging roadmaps to grow revenue [Zuora]
- Product marketing + pricing [Q&A with Toast]
- Bonus: The psychology behind pricing [Brandwatch]
- Exam - Pricing, budgets & impact
Chapters
- 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 - Data
Chapters
- 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 - Project management & go-to-market
Chapters
- Level-up your ability to influence people
- Owning your professional development
- Cross-functional relationships
- Analyst relationsProduct-led growth
- Bonus: Product-led growth - the rise of the user [OpenView]
- A PMMs guide to product-led growth
- Exam - Influencer & being cross-functional
Chapters
- Resource library
- Continue your professional development
- Get your certificate
Chapters
- What to expect from this course
- Your course pack
- The definition of leadership
- Resource library
Chapters
- Creating a product marketing strategy
- Driving strategy with product marketing
- Segmentation
- Customer segmentation [Q&A with Unbounce]
- Changes to your messaging
- Your 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 start-up
- Fireside chat: Jeff Schaffzin, Genysys
- Bonus: A start-up strategy slide deck
- Exam - Product marketing strategy
Chapters
- 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: How to build and structure a PMM team
- Bonus: Built to scale - product marketing at Uber
- The recruitment process
- Interview questions & tasks
- Fireside chat: Tamara Grominsky at Unbounce
- Fireside chat: Jennifer Bunting at LinkedIn
- Exam - Building a product marketing team
Chapters
- Defining your leadership style
- Hard' and 'soft' leadership skills
- Hard & soft skills [Q&A with Uber]
- Developing an existing teamRetaining 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 - Team management
Chapters
- Pricing, budgets & impact
- Pricing strategies
- Bonus: How to get a seat at the pricing table
- Bonus: pricing and packaging roadmaps to grow revenue [Zuora]
- Product marketing + pricing [Q&A with Toast]
- Bonus: The psychology behind pricing [Brandwatch]
- Exam - Pricing, budgets & impact
Chapters
- 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 - Data
Chapters
- 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 - Project management & go-to-market
Chapters
- Level-up your ability to influence people
- Owning your professional development
- Cross-functional relationships
- Analyst relationsProduct-led growth
- Bonus: Product-led growth - the rise of the user [OpenView]
- A PMMs guide to product-led growth
- Exam - Influencer & being cross-functional
Chapters
- Resource library
- Continue your professional development
- Get your certificate
Our stats
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”The PMA Leadership course was absolutely amazing. I found the course concise and very educational. I especially found the GTM frameworks especially useful as well as building a PM team, team management, pricing and the influence & being cross-functional. I will use my notes and supporting documents from each and every one of the modules in my daily job.
I also highly recommend this course to every PM leader as it touches on many elements that make up the PM discipline.”
Scott Eirfert
Director of Marketing
“The leadership-level course at PMA was really helpful in helping me plan, structure, and organize our product marketing team and our strategic plan for this year. The course content taught me both new things and gave an evidence-backed perspective (with templates!) on some things I had already been doing.
Definitely going to be recommending this to all my team members!”
Julia Rabkin
Senior Manager, Product Marketing
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Your
instructors
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Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Jennifer Bunting
Jennifer serves as the esteemed leader of LinkedIn's Product and Vertical Marketing teams in EMEA & LATAM, overseeing the advertising business division.
With a career spanning a number of decades, Jennifer's professional journey has been deeply intertwined with the intersection of technology, advertising, and marketing. Her unwavering passion has propelled her across continents, from Silicon Valley to Australia, Asia, and presently the UK. Throughout her journey, Jennifer has contributed her expertise to both startups and enterprises, playing a pivotal role in shaping products that have left an indelible mark on the industry landscape.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Aaron Brennan
Introducing Aaron Brennan, an accomplished Product and Product Marketing executive with a stellar track record that speaks volumes. A four-time recipient of the prestigious Top 100 Product Marketing Influencer of the Year award, Aaron has consistently demonstrated a rare blend of strategic prowess and marketing acumen.
With a wealth of experience garnered from renowned tech giants including Google, Lastpass, and Dropbox, Aaron's journey in the computer software industry is nothing short of extraordinary. His role as Director of Product Marketing has been marked by an unwavering commitment to excellence and a knack for navigating the complexities of the ever-evolving tech landscape.
Aaron's expertise extends beyond the ordinary, showcasing a proficiency in Digital Strategy, Messaging and Positioning, Product Led Growth, and Product Adoption. His strategic vision has not only propelled products into the limelight but has also left an indelible mark on the industry. Aaron Brennan is not just a professional; he is a force to be reckoned with in the world of product marketing, setting new standards and inspiring others to reach greater heights.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Tamara Niesen
Tamara is a seasoned B2B marketing executive, strategist, and consultant, boasting a rich background in the software and technology sector. Her skill set encompasses a wide range of disciplines including Marketing Strategy, Product Marketing, eCommerce, Sales, External and Internal Relationship Management, Channel and Programs Marketing, and Go-to-market Strategy.
Renowned for her leadership acumen, Tamara excels in cultivating relationships and collaborating with cross-functional teams to achieve tangible results.
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Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Yoni Solomon
Yoni has been recognized as one of tech’s most influential product marketers, and is on a mission to rewrite the book on B2B tech marketing for the next generation. He is a product marketing leader helping businesses to create great cultures and tell their best go-to-market stories.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Tamara Grominsky
Tamara is the driving force behind PMM Camp, the premier destination for product marketing leadership. Her mission is to ignite individuals' passion for product marketing, foster meaningful connections, and assist them in excelling in their careers. Whether you join her vibrant community, subscribe to her insightful weekly newsletter, or engage her as your personal coach, Tamara is committed to helping you blaze a trail to PMM leadership. She aims to construct impactful careers with the best strategies around.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Phill Agnew
Download
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.
By the end of the course
you'll be able to ...
Leverage data
Harness the power of data to inform your decisions, drive measurable results, and demonstrate success.
Engage stakeholders
Effectively engage with stakeholders, gain buy-in for your initiatives, and ensure you’re involved in all important strategic conversations.
Lead effectively
Lead teams with maximum impact, influence, and confidence to consistently deliver results that improve your company's bottom line.
What's
included
Benefit from 12+ hours of structured and comprehensive course content designed to build your leadership acumen.
This isn’t just textbook theory. Apply practical context to theoretical concepts with real-life case studies from experts who’ve been there and done that.
Gain exclusive insights from successful leaders at organizations like Shopify, LinkedIn, and Gympass to learn from their real-life experience and expertise.
100% self-paced learning allows you to digest the course material at a time, pace, and place that works for you.
Enhance your efficiency with 14 tried-and-tested customizable templates you can use and apply to your role the very same day.
Tackle 79 exam questions to consolidate your learning, shape your understanding and application, and test your grasp of the course curriculum.
Amplify your career prospects with an official certification when you pass all the exams.
Enjoy lifetime access to all course content – including future updates – for lifelong learning. Plus, get access to the #1 PMM community in the world to support you every step of the way.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get full access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
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.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership Accelerator Program (included in the cost!)
Mastering leadership workshops
Peer-to-peer mentorship
PMM Carefully curated peer groups
paths
Leadership breakfast briefings
Leadership dinners
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
Members-only events and community
Exclusive PMM learning paths and toolkits
Ungated access to industry reports
8-week cohort-based program
Live weekly workshops with PMM leaders & C-suite execs
Lifetime access to all course content & recordings
40+ hours of education
Official leadership certification if you pass the exams
Course
benefits
Implement different leadership styles and guide your teams with confidence, authority, influence and innovation.
Refine your strategic thinking abilities soyou can make more informed decisions to develop robust product marketing strategies.
Real-world knowledge, tools, and insights from leaders at top companies that you can apply directly in your daily work to enhance efficiency and effectiveness.
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FAQS
Absolutely. As well as seals of approval from orgs like Hotjar, Etsy, LinkedIn, and more, Product Marketing Certified: Leadership is recognized by the Chartered Institute of Marketing (CIM) and accredited by Continuing Professional Development (CPD).
It’s for current and aspiring product marketing leaders. If you’re a current Senior Product Marketer, a Team Lead, or 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.
This course has been designed to provide you with an evergreen curriculum that enables you with the information, tools, and case studies needed to be the best leader you can be.
Not only does this course bring to light and address all the essential hard and soft skills required to be an amazing PMM leader, but it also draws on decades of experience accumulated by PMM leaders at some of the world’s best-known brands.
As well as our team of internal experts, Product Marketing Certified: Leadership features fireside chats, bonus footage, and infinite insights from PMM leaders at orgs like Sprinklr, Amazon Web Services, Unbounce, Hotjar, Shopify, LinkedIn, Atlassian, Etsy, Uber, HubSpot, and more.
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 on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.
