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Built and taken by experts at

Course
overview 

Product launches can be the perfect time to show what you can do as a product marketer, but there are risks involved.

Ensuring your go-to-market strategy is top-notch can mitigate these risks, and with this course, we can empower you to get your launch on the path to growth and success every time.

We cover the full GTM motion, from pre-launch to post-launch, and provide you with downloadable templates and frameworks to take away and implement in your organization.

The result? You’ll be influencing growth and pricing decisions with your PMM prowess in no time.

Whether you’re starting a new project from scratch or amending an existing model, this course will equip you with everything you need to become a go-to-market expert. Ready to become a PMM pro?

Chapters

  • What to expect from this course
  • How to get the most out of this course
  • Your course pack
  • Resource library
  • What is GTM and why does it matter?
  • How to define a successful launch
  • How PMM changes as your company scales
  • Why GTM fails
  • Key takeaways
  • Time to reflect

Chapters

  • SaaS versus physical products
  • Go-to-Market within PLG
  • Product-led GTM metrics
  • GTM within community-led
  • Community-led metrics
  • GTM for B2B
  • GTM for B2C
  • GTM for B2D
  • GTM for -ups and new markets
  • Metrics to track for B2B, B2C and B2D
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • ‍Bonus footage: Launching a product in APAC markets

Chapters

  • Establishing alignment
  • How to prioritize products and features
  • Tiering your product launch
  • Pre-order marketing for launches
  • Creating differentiation
  • How to build a launch roadmap
  • Defining your target audience through VoC
  • Segmenting messaging before launch
  • Beta testing
  • Limited availability/soft launch
  • Defining sales strategy
  • 10 PMM KPIs to track success
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • Bonus footage: Becoming the voice of the customer
  • Fireside chat: Pre-launch strategy

Chapters

  • Hard launch campaign checklist
  • Sales enablement assets for hard launch
  • How to communicate your launch to customers
  • GTM case study: Launching in a new category
  • Launch metrics
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • ‍Bonus footage: Building empathy for the challenge of working with the sales teams

Chapters

  • Analyzing win rates
  • Analyzing product adoption OKRs
  • Post-launch marketing strategies
  • Driving GTM success post-launch
  • Discussing lessons learned
  • Lead generation
  • Coursework
  • Key takeaways
  • Exam
  • Time to reflect
  • Bonus footage: Repositioning a failing product

Chapters

  • Building motivation and investment cross functionally
  • Ownership of GTM strategy (PMM, GTM specialist or product-led?)
  • Leveraging new tech for GTM management
  • How to lead meetings
  • Managing up and down
  • Key takeaways
  • Exam
  • Time to reflect
  • Bonus footage: This meeting could have been an email

Chapters

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

Modules

Modules

Modules

Introduction

Chapters

  • What to expect from this course
  • How to get the most out of this course
  • Your course pack
  • Resource library
  • What is GTM and why does it matter?
  • How to define a successful launch
  • How PMM changes as your company scales
  • Why GTM fails
  • Key takeaways
  • Time to reflect
GTM motion within specific org types

Chapters

  • SaaS versus physical products
  • Go-to-Market within PLG
  • Product-led GTM metrics
  • GTM within community-led
  • Community-led metrics
  • GTM for B2B
  • GTM for B2C
  • GTM for B2D
  • GTM for -ups and new markets
  • Metrics to track for B2B, B2C and B2D
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • ‍Bonus footage: Launching a product in APAC markets
Pre-launch strategy

Chapters

  • Establishing alignment
  • How to prioritize products and features
  • Tiering your product launch
  • Pre-order marketing for launches
  • Creating differentiation
  • How to build a launch roadmap
  • Defining your target audience through VoC
  • Segmenting messaging before launch
  • Beta testing
  • Limited availability/soft launch
  • Defining sales strategy
  • 10 PMM KPIs to track success
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • Bonus footage: Becoming the voice of the customer
  • Fireside chat: Pre-launch strategy
Hard launch

Chapters

  • Hard launch campaign checklist
  • Sales enablement assets for hard launch
  • How to communicate your launch to customers
  • GTM case study: Launching in a new category
  • Launch metrics
  • Key takeaways
  • Coursework
  • Exam
  • Time to reflect
  • ‍Bonus footage: Building empathy for the challenge of working with the sales teams
Post-launch strategy

Chapters

  • Analyzing win rates
  • Analyzing product adoption OKRs
  • Post-launch marketing strategies
  • Driving GTM success post-launch
  • Discussing lessons learned
  • Lead generation
  • Coursework
  • Key takeaways
  • Exam
  • Time to reflect
  • Bonus footage: Repositioning a failing product
Project management

Chapters

  • Building motivation and investment cross functionally
  • Ownership of GTM strategy (PMM, GTM specialist or product-led?)
  • Leveraging new tech for GTM management
  • How to lead meetings
  • Managing up and down
  • Key takeaways
  • Exam
  • Time to reflect
  • Bonus footage: This meeting could have been an email
Wrap up

Chapters

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

Modules

Modules

Modules

Our stats

5+
Hours of content
6
Modules
50
Exam questions
8
Templates
4
Coursework tasks

"This GTM course balances teaching strategic thinking for product launches and offers practical guidance on implementing those plans. The course is especially beneficial for those new to PMM, but experienced PMMs will benefit from the case studies and insights provided as a refresher of best practices."

Scott Shapiro

Startup Advisor: Marketing, GTM, and Growth strategy

"Product marketing success depends on our internal stakeholders and senior leadership and how they value product marketing. The PMA Go-To-Market certification teaches you how to align product, marketing, sales and leadership with shared OKRs."

Div Manickam

Director, Product Marketing - Data Integration

"Great refresher course with lots of expert commentary woven throughout!"

Kristin Schultz

Senior Solutions 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.

Pitch the program
5 star ratings from:

Your
leaders 

By the end of the course
‍‍you'll be able to...

Execute launches

Drive successful product, feature, and market launches using repeatable, scalable GTM frameworks.

Lead strategies

Own and manage GTM strategies in both large and small companies, influencing key decisions.

Master phases

Understand and implement GTM tactics during pre-launch, hard-launch, and post-launch phases.

What's
‍‍included  

01
Content

A complete roadmap that guides you through creating and iterating go-to-market strategies for successful product launches.

02
Coursework

Engaging, optional coursework activities designed to reinforce learning and promote practical application of go-to-market concepts.

03
Exam

48 rigorous exam questions designed to test your grasp of key concepts and provide concrete measures of your progress throughout the course.

04
Templates

Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.

05
Insights

Rich insights and bonus content from established PMMs to provide real-world context and enhance your understanding of go-to-market strategies.

06
Access

24/7 online access to all course material, allowing you to learn at your own pace and revisit key topics as needed.

07
Certification

An official certificate upon completion to showcase your mastery of go-to-market strategies, boosting your credibility and career prospects.

08
Community

Join our vibrant community of product marketers, share insights, learn from peers, and extend your professional network.

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.

Segment hypothesis worksheet

Launch tier framework

B2B user persona example

Launch checklist

Win-loss interview questions

Win/loss presentation and action plan

How to work with me

Segment hypothesis worksheet

Launch tier framework

Sign up to the
pro+ membership

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

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.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

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

Subscribe to Pro+
Individual course
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Gain a competitive edge with robust, comprehensive training in go-to-market strategies.

Access a wealth of templates, frameworks, and insights to drive successful product launches.

Join a vibrant community of product marketers, exchange ideas, and extend your network.

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

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

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...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Upskill your entire
product marketing team…

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.

FAQS

What is the Go-to-Market Certified course?

Go-to-Market Certified is a comprehensive online course designed for product marketing professionals. It provides in-depth training on creating and managing a go-to-market strategy, covering everything from pre-launch to post-launch phases. The course offers downloadable templates, bonus content from experienced PMMs, optional coursework, and a certificate upon completion. It's entirely self-paced and contains 4 modules and 48 exam questions to test your knowledge at the end.

Who’s this Go-to-Market course for?

This course is specifically designed for product marketers with a few years of experience, including those with the title of:

  • Product Marketing Managers
  • Senior Product Marketing Managers
  • Heads of Product Marketing
  • Product Marketing Lead

It’s also relevant for PMMs who specialize in another area of PMM and want to learn more about GTM to improve their chances of promotion.

How does the Go-to-Market Certified course work?

The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Go-to-Market Certified!

How long will the Go-to-Market Certified course take to complete?

You can take however long you need to work through the materials, it’s completely flexible. The course consists of 2+ hours of on-demand content, including activities and exam questions.

How much does the Go-to-Market Certified course cost?

$500. With this investment, you'll have a blueprint for becoming a first-rate GTM 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.

Students like you
‍‍always love...

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Find your place in the market. Make yourself heard. Differentiate your product.

Cross-Functional Collaboration Certified Masters

Learn to refine your communication, demonstrate your strategic value, and make an impact across your company.

Narrative Design Certified Masters

Transform your company’s positioning and make sure your product stands out from the crowd.

The PMMC
framework

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The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

Grow

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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.

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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.

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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.

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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

The PMMC framework

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