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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
Introduction

Chapters

  • What to expect from this course
  • Your course pack
  • The definition of leadership
  • Resource library
Product marketing strategy

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
Building a product marketing team

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
Team management

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
Pricing, budgets & impact

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
Data

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
Project management & go-to-market

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
Influence & being cross-functional

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
Wrap up

Chapters

  • Resource library
  • Continue your professional development
  • Get your certificate

Our stats

12+
Hours of content
7
Modules
86
Exam questions
14
Templates
10
Bonus videos

”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

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. 

5 star ratings from:

Your
instructors 

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 

01
Content

Benefit from 12+ hours of structured and comprehensive course content designed to build your leadership acumen.

02
Application

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.

03
Insights

Gain exclusive insights from successful leaders at organizations like Shopify, LinkedIn, and Gympass to learn from their real-life experience and expertise.

04
Flexibility

100% self-paced learning allows you to digest the course material at a time, pace, and place that works for you.

05
Templates

Enhance your efficiency with 14 tried-and-tested customizable templates you can use and apply to your role the very same day.

06
Exams

Tackle 79 exam questions to consolidate your learning, shape your understanding and application, and test your grasp of the course curriculum.

07
Certification

Amplify your career prospects with an official certification when you pass all the exams.

08
Access

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.

09
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 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.

Product positioning framework

Product roadmap framework

Guide to pricing models

Sales playbook template

Sales confident survey questions

Win-loss interview questions

Customer case study questions

Content mapping template

Porter’s Five Forces

Competitor SWOT analysis...and more!

Book a free
career   
consultation

Identify your strengths and areas for improvement.

Get expert advice tailored to your career goals.

Explore the impact of certification on your career.

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.

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 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

Subscribe to Exec+
Individual course
$1,499
One off payment
One-off payment and lifetime access to this accredited course.

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.

Why choose
courses from PMA?  

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

Old Way

Long, boring books by armchair authors
Stodgy, outdated training
All theory, not actionable
vs

New Way

Content updated every 6 months
Interactive learning at your own pace
Insights from the best in the business

Sign up to the
exec+ membership

...and get access to 15+ of our courses and more!

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:

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.

FAQS

Is Product Marketing Certified: Leadership accredited?

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).

Who is Product Marketing Certified: Leadership for?

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.

What will I get out of Product Marketing Certified: Leadership?

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.

Who will I learn from?

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.

I'd love to get my whole team 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 on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.

What happens if I don’t pass the course exams?

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.

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