Convince
your boss
Download
your brochure
Build a high-performing
PMM team that delivers growth.
.svg)
.svg)
.svg)
.svg)
Brought to you,
in partnership with...
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
Course
overview
Whether you’re the Head of Marketing, CEO, or PMM - building a dedicated product marketing team is both challenging and rewarding.
But one thing you must keep in mind is that it’s also unavoidable. You must build a solid foundation to work with in order to drive growth.
This course will teach you how to build and lead a high-performing product marketing team that accelerates growth and delivers greater alignment across your product, marketing, sales, and customer success teams.
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
- Welcome
Chapters
- Benefits of a dedicated product marketing team
- Getting buy-in from senior leadership
- Coursework
- What success looks like and goal setting
- Coursework
- How adding a PMM team impacts the entire organization
- Scope of a PMM team
- Coursework
- Exam
- Time to reflect
Chapters
- Where should PMM live in the organization?
- Team alignment and structure
- Skills prioritization and your first hire
- Coursework
- The hiring process
- [Fireside chat] The hiring process
- Coursework
- Exam
- Time to reflect
Chapters
- Work with Marketing
- Work with Product
- Work with Sales
- [Fireside chat] Working with Sales
- Work with Customer Success
- Work with C-Suite
- [Fireside chat] Working with C-Suite
- Exam
- Time to reflect
Chapters
- OKRs and goals
- Coursework
- Career development plans
- Coursework
- Soft skills
- Build your personal brand
- Exam
- Time to reflect
Chapters
- Where should you?
- Coursework
- Review existing results
- Narrative
- Coursework
- Customer and market intelligence
- Sales enablement
- Launch planning and execution
- Coursework
- Congratulations!
- Exam
- Time to reflect
Chapters
- Continue your professional development
- Resource library
- Get your certificate
Modules
Modules
Modules
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
- Welcome
Chapters
- Benefits of a dedicated product marketing team
- Getting buy-in from senior leadership
- Coursework
- What success looks like and goal setting
- Coursework
- How adding a PMM team impacts the entire organization
- Scope of a PMM team
- Coursework
- Exam
- Time to reflect
Chapters
- Where should PMM live in the organization?
- Team alignment and structure
- Skills prioritization and your first hire
- Coursework
- The hiring process
- [Fireside chat] The hiring process
- Coursework
- Exam
- Time to reflect
Chapters
- Work with Marketing
- Work with Product
- Work with Sales
- [Fireside chat] Working with Sales
- Work with Customer Success
- Work with C-Suite
- [Fireside chat] Working with C-Suite
- Exam
- Time to reflect
Chapters
- OKRs and goals
- Coursework
- Career development plans
- Coursework
- Soft skills
- Build your personal brand
- Exam
- Time to reflect
Chapters
- Where should you?
- Coursework
- Review existing results
- Narrative
- Coursework
- Customer and market intelligence
- Sales enablement
- Launch planning and execution
- Coursework
- Congratulations!
- Exam
- Time to reflect
Chapters
- Continue your professional development
- Resource library
- Get your certificate
Modules
Modules
Modules
Our stats
.png)
“Building a PMM team in the Masters series is an absolute must in the toolkit of Product Marketers. It lays down actionable steps that managers can take to build high-performance product marketing teams. Seasoned managers can use the course to reorganize or rethink strategies to best achieve goals at hand while newer ones would benefit from the practical tips and resources.”
Meenu Randhawa
Senior Product Marketing Manager
“'Building a PMM Team' exceeded my expectations with its well-structured, practical, and insightful content. The resource library, real-life examples, and practical strategies made adopting PMM practices seamless. This course offers valuable perspectives on team alignment, effective leadership collaboration, and successfully navigating cross-functional dynamics. I highly recommend it to anyone looking to build or scale their PMM team successfully.”
Stuti Dutt
Senior Product Marketing Manager
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 instructor,
Andrew Hatfield
Andrew Hatfield has over 25 years of experience working across startup, enterprise, and governmental organizations. Throughout his career, Andrew has focused on two things - building teams with amazing cultures and solving problems that customers care about. In his experience, those two are inextricably linked - you can’t succeed at one without the other. With a track record of launching new products, scaling startups, and turning businesses around, Andrew knows how to build supportive and collaborative teams that work across organizational boundaries. Need the guidance for creating a high-performing team that thrives and delivers? You're in safe hands.
By the end of the course
you'll be able to...
Define success metrics
Set goals and define what success looks like for your specific department.
Get executive buy-in
Prove to stakeholders how PMM enables faster growth, and successfully secure executive sponsorship for a product marketing team.
Achieve roadmap clarity
Build a roadmap that’ll give you a clear path towards a strong, happy, successful product marketing team.
What's
included
6 hours of OnDemand course content for you to work through at your own pace.
12 stimulating activities and frameworks to get your brain active and put all the theories into action.
Fireside chats from experts in the field that are sure to inspire and equip you with all the knowledge and skills you need for an effective and profitable PMM team.
50 exam questions to test your knowledge and consolidate your learning.
Access to the course and all resources for life.
Building a PMM Team certification, if you pass all the exams.
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 guidance on the key roles needed within your PMM team and how to organize them for efficiency.
Learn proven methods for building a cohesive, collaborative team culture.
Understand best practices for hiring skilled product marketers to build your ideal team.
.svg)
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
New way
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:
.svg)
.svg)
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
The course is 100% online and self-paced. You’ll work through the modules in chronological order and be invited to take part in activities. At the end of each module, you’ll be presented with exam questions and, if you pass all these, you’ll become certified!
The course content, activities, and exams will take approximately 6 hours to complete.
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
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.
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
The PMMC
framework
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.
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