Convince
your boss
Download
your brochure
Drive strategic success
with Analyst Relations
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Brought to you,
in partnership with...
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Course
overview
Looking to leverage analyst relations and boost your competitive edge? Our Analyst Relations Certified: Masters course has you covered. With this accredited course and training program, you’ll get an in-depth look at analyst relations, learn why it’s important, and discover how to pick the right analyst firms. You’ll also understand how to make your company shine in analyst reports and communications.
This self-paced course will equip you with the tools and best practices you need to develop a robust analyst relations strategy – and provide you with a wealth of knowledge to transform the relationship with your analyst team forever.
Chapters
- Exploring the components of A/R
- Coursework
- Exam
- Time to reflect
Chapters
- Key elements of your 4 step framework
- Exam
- Time to reflect
Chapters
- Identify, establish goals, align
- Coursework
- Exam
- Time to reflect
Chapters
- Engagement and planning
- Coursework
- Exam
- Time to reflect
Chapters
- Inquiries, briefings and reports
- Coursework
- Exam
- Time to reflect
Chapters
- Tracking success metrics
- Coursework
- Exam
- Time to reflect
- Bonus footage: Panel - A guide for PMMs owning analyst relations
Chapters
- Best practices and conclusions
- Exam
Modules
Modules
Modules
Chapters
- Exploring the components of A/R
- Coursework
- Exam
- Time to reflect
Chapters
- Key elements of your 4 step framework
- Exam
- Time to reflect
Chapters
- Identify, establish goals, align
- Coursework
- Exam
- Time to reflect
Chapters
- Engagement and planning
- Coursework
- Exam
- Time to reflect
Chapters
- Inquiries, briefings and reports
- Coursework
- Exam
- Time to reflect
Chapters
- Tracking success metrics
- Coursework
- Exam
- Time to reflect
- Bonus footage: Panel - A guide for PMMs owning analyst relations
Chapters
- Best practices and conclusions
- Exam
Modules
Modules
Modules
Our stats
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“If you’re new to Analyst relations and are not even sure where to start - this is the course to take. The topics covered gave me a sense of when’s the time to start A/R, and how to prepare and ensure it’s successful. I enjoyed it very much!“
Igor Kranjčec
Head of Marketing
Download
your brochure
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.
Your
instructors
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,
Daniel Kuperman
Daniel Kuperman is a Product Marketing leader at Atlassian where he works with the ITSM solutions team.
Daniel has over 15 years of experience with fast-growing B2B organizations, including Axcient, MindTickle, and Snowflake, where he built teams, owned go-to-market planning and execution, and helped businesses scale, transform, and create new market categories.
He lives in Mountain View, CA, and has an MBA from Bentley University.
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,
Heather Moses
Heather Moses, CMO at Allego, brings 15+ years of experience from firms like Nexthink, XebiaLabs, and Planon Software. A leader in go-to-market strategy, she's driven innovation, transforming and scaling markets. Heather's pioneering efforts have reshaped norms and forged new product categories, shaping the future in innovative ways.
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,
William Chia
William is a product-minded storyteller with a background in crafting both code and copy since the late 90s. Driven by a passion for customers, he utilizes qualitative and quantitative research to make data-driven decisions. With the heart of a teacher, William excels at elevating those around him. He boasts a proven track record of driving go-to-market strategy, sales enablement, content, messaging, and positioning for new technologies in emerging markets.
By the end of the course
you'll be able to...
Create strategic plans
Learn how to craft an analyst relations plan tailored to your company, which will help you work better with analysts.
Engage with firms
Gain the skills to effectively engage with and select the right analyst firms for your company’s success.
Optimize briefings
Access tips and best practices to ace analyst briefings and inquiries.
What's
included
2+ hours of immersive, on-demand content to help you master analyst relations at your own pace and convenience.
35+ exam questions to solidify your knowledge and ensure you have a strong grasp of analyst relations practices and principles.
Actionable, industry-standard templates that you'll use to start implementing and driving results with no time wasted.
Get expert insights from Daniel Kuperman, a renowned industry leader from Atlassian, who’ll share insider tips and strategies.
24/7 lifetime access to all course material, allowing you to learn at your own pace and revisit key topics as needed.
You can seek further guidance through text-based questions throughout the course, and you’ll receive personalized responses from a PMM leader.
Earn your analyst relations certification upon successfully passing all exams, validating your expertise and enhancing your professional profile.
Learn on your own terms with a 100% self-paced course. Progress through the materials when it suits you.
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...
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 Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ 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
Live workshops every month
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Gain the skills to navigate the analyst landscape and give your business a competitive edge.
Develop an analyst relations strategy tailored to your organization’s stage and team size.
Effectively represent your company in analyst reports and communications.
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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...
Old way
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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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Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
This course is for anyone who’s part of (or wants to be part of) a B2B technology company, a competitive, dynamic market, or aspiring to establish their company’s reputation or maintain market leadership.
This certification will equip you with the skills to build strong, long-lasting analyst relationships, and excel in a competitive market.
This course offers ultimate flexibility - it’s 100% online and you can complete it at your own pace.
Once you’ve enrolled, you’ll progress through the modules in chronological order and engage in various activities. There’ll also be mandatory exams to complete. If you pass all of these, you’ll receive your Analyst Relations certificate!
The course content, activities, and exams can be completed in just over 2 hours. The best part? There’s no time limit to complete it, so go at whatever pace you’re comfortable with.
For life! A one-off payment gives you unlimited to all the course’s content.
$500. With this investment, you'll have a blueprint for becoming a first-rate intel strategist, essential for thriving in a long-term product marketing career. This includes 2+ hours of OnDemand course content, templates to put your theory into action, and coursework to consolidate your learning.
Yup! Plus, all our team packages are tailored to your needs. If you drop Matt a line at m.booth@pmmalliance.com and tell him what you want, he’ll put a package together for you – it doesn’t have to be online and on-demand either – it can be online and live, or live and in-person.
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.
Students like you
always love...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
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Discovery
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets