Convince
your boss
Download
your brochure
Master stakeholder management
for powerful enablement programs
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Brought to you,
in partnership with...
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Course
overview
As a PMM, your ability to navigate organizational complexities and unite cross-functional stakeholders is paramount. This expert-led course equips you with a proven framework to build rapport, credibility, and trust with key players across the business.
Develop the essential stakeholder management skills to power effective enablement programs that drive product success.
Become the linchpin that aligns diverse teams and sustains organizational momentum, propelling your product marketing goals forward.
Chapters
- Introduction
- Why stakeholder management matters
- Who are common stakeholders?
- Coursework
- Who's who in the zoo?
- Coursework
- Fireside chat: Different enablement functions
- Common pitfalls to avoid
- Key takeaways
- Exam
- Time to reflect
Chapters
- Research and preparation
- Coursework
- Building rapport
- Power questioning and active listening
- Establishing credibility
- Elevator pitch
- Coursework
- Ask not tell
- Stakeholder dogs
- Coursework
- Close the meeting smoothly
- Key takeaways
- Exam
- Time to reflect
Chapters
- Begin with the end in mind
- Consultative approach
- Fishing out pain
- Coursework
- The CLAW technique
- Coursework
- Difficult stakeholders
- Fireside chat: Dealing with difficult stakeholders
- Managing expectations
- Case study: Reframing problems for a 'demander'
- Key takeaways
- Exam
- Time to reflect
Chapters
- Enablement program creation
- Coursework
- How enablement teams scale
- Pitch programs to your stakeholders
- Enablement strategy report
- Coursework
- Fireside chat: How to add value to stakeholders to nurture the conversation
- Key takeaways
- Exam
- Time to reflect
Chapters
- Intro to ongoing engagement
- Reporting cycles part one: Meeting updates and quarterly reviews
- Coursework
- Reporting cycles part two: Annual reporting, scorecards and team reviews
- Coursework
- The road less traveled
- Coursework
- Key takeaways
- Exam
- Time to reflect
Chapters
Chapters
Modules
Modules
Modules
Chapters
- Introduction
- Why stakeholder management matters
- Who are common stakeholders?
- Coursework
- Who's who in the zoo?
- Coursework
- Fireside chat: Different enablement functions
- Common pitfalls to avoid
- Key takeaways
- Exam
- Time to reflect
Chapters
- Research and preparation
- Coursework
- Building rapport
- Power questioning and active listening
- Establishing credibility
- Elevator pitch
- Coursework
- Ask not tell
- Stakeholder dogs
- Coursework
- Close the meeting smoothly
- Key takeaways
- Exam
- Time to reflect
Chapters
- Begin with the end in mind
- Consultative approach
- Fishing out pain
- Coursework
- The CLAW technique
- Coursework
- Difficult stakeholders
- Fireside chat: Dealing with difficult stakeholders
- Managing expectations
- Case study: Reframing problems for a 'demander'
- Key takeaways
- Exam
- Time to reflect
Chapters
- Enablement program creation
- Coursework
- How enablement teams scale
- Pitch programs to your stakeholders
- Enablement strategy report
- Coursework
- Fireside chat: How to add value to stakeholders to nurture the conversation
- Key takeaways
- Exam
- Time to reflect
Chapters
- Intro to ongoing engagement
- Reporting cycles part one: Meeting updates and quarterly reviews
- Coursework
- Reporting cycles part two: Annual reporting, scorecards and team reviews
- Coursework
- The road less traveled
- Coursework
- Key takeaways
- Exam
- Time to reflect
Chapters
Chapters
Modules
Modules
Modules
Our stats
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"This course should be at the top of your list! Whether you are starting at a new company or beginning your enablement career, this is a great place to start. Stakeholder management is crucial to enablement success and is something that is always top of mind no matter who or what level you interact with. I really appreciated Theo Davies' perspectives through this course."
Annie Johnson
Revenue Enablement Manager
“This course provides a great foundation on how to deal with all types of stakeholders and gives you the tools to prepare for your interactions with them. Whether that is templates for meetings or advice on language and behaviours to use when engaging stakeholders, it is all here. Theo is hugely experienced and shares his wisdom across all facets of stakeholder management. There is a lot here I can and will take forward into my role.”
Harry Lingard
Head of Sales Enablement
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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,
Theo Davies
Theo Davies is a record-breaking salesperson, sales leader, coach and speaker with a 20+ year career beginning in sales in 1998 - spanning sales management, enablement and management consulting specializing in sales uplift.
Theo has spent more than 10 years in enablement leadership roles, working with senior stakeholders / C-suite on sales excellence and sales enablement, enabling more than 100 teams across IT, banking, technology, management consulting, real estate, energy, law, insurance, consumer goods, travel, healthcare, life sciences and retail.
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,
Sonia Pupaza
With over 15 years of experience in B2B revenue enablement, go-to-market strategy, marketing, training, instructional design, course development, and project/program management, Sonia is passionate about advancing customer-facing teams' effectiveness by providing comprehensive enablement solutions. As a Field Enablement Manager at Camunda, she manages the design, development, and deployment of product, process, and skills enablement programs that align with the global leaders' "Big Bets" and OKRs.
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,
Ben Purton
As the Senior Director of International Enablement at RingCentral, Ben leads a team that supports the growth and success of the global sales force. With over 10 years of experience in sales enablement, training, and consulting, he has a proven track record of delivering impactful and measurable results for clients and partners.
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,
Maria Jose Espejo
Marie's an innovative, strategic sales enablement and sales executive with excellent relational and programmatic execution skills. With oer 20 years of sales experience developing new growth opportunities, opening new markets and driving revenue. Marie is a strategic leader and positive change agent in seeking out and building effective, high performance teams with the end goal of generating profitable, incremental growth.
By the end of the course
you'll be able to...
Work collaboratively
Create a truly cross-functional enablement strategy with support from all stakeholders.
Gain leadership buy-in
Earn trust and build rapport with leadership figures, highlighting enablement’s ROI.
Build lasting relationships
Learn how to create ongoing engagement reports to continuously land your programs.
What's
included
An extensive on-demand curriculum with all the tools you need to master the enablement stakeholder management process.
Dive into 3+ hours of exclusive, on-demand course content, and enhance your stakeholder management skills at your own pace.
Hone your skills with help from a line-up of engaging activities designed to help transform your theoretical knowledge into impactful stakeholder management strategies.
13 actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Elevate your career with an Enablement Stakeholder Management certification upon successful completion of all exams. Solidify your newfound mastery of alignment and collaboration, and set yourself apart in the industry.
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 certification 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 ability to quickly secure buy-in for initiatives by aligning cross-functional stakeholders.
Develop conflict resolution skills to overcome roadblocks and unite diverse teams behind your vision.
Become a trusted advisor by leveraging stakeholder relationships to drive successful product launches.
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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...
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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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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
This course is packed with expert knowledge on managing and gaining buy-in from stakeholders. It’s for anyone who wants to elevate their understanding of enablement and the stakeholder management that’s necessary to succeed in the function.
Once you enroll, 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 mandatory exam questions and if you pass all these, you’ll become Enablement Stakeholder Management Certified!
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
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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