Download
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Deliver seamless and impactfulGo-to-Market strategies
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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 certification, 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 certification will equip you with everything you need to become a go-to-market expert. Ready to become a PMM pro?
Curriculum
Chapters
- 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
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 start-ups and new markets
- Metrics to track for B2B, B2C and B2D
- Key takeaways
- Coursework
- Exam
- Bonus: Launching a product in APAC markets [Wise]
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
- Bonus: Becoming the voice of the customer [Entrust]
- Fireside chat: Kavya Nath at Meta
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
- Bonus: Building empathy for the challenge of working with the sales teams [Omnipresent]
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
- Bonus: Repositioning a failing product [Ambient Strategy]
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
- Bonus: This meeting could have been an email [FullStory]
Chapters
Chapters
Chapters
Chapters
Chapters
- 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
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 start-ups and new markets
- Metrics to track for B2B, B2C and B2D
- Key takeaways
- Coursework
- Exam
- Bonus: Launching a product in APAC markets [Wise]
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
- Bonus: Becoming the voice of the customer [Entrust]
- Fireside chat: Kavya Nath at Meta
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
- Bonus: Building empathy for the challenge of working with the sales teams [Omnipresent]
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
- Bonus: Repositioning a failing product [Ambient Strategy]
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
- Bonus: This meeting could have been an email [FullStory]
Chapters
Modules
Modules
Modules
Our stats
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"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.
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,
April Dunford
April Dunford is a positioning expert and CEO of Ambient Strategy where she helps companies successfully launch new products by shaping the markets they compete in. Before Ambient Strategy, April had a 25-year career managing marketing and product teams at a series of seven successful startups, six of which were acquired. During her in-house career, April launched 16 products into the market, three of which became billion-dollar businesses. At Ambient Strategy, April has worked with dozens of startups helping them position their products for growth.
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,
Rohan Ramesh
Rohan is a seasoned Product and Marketing leader with a track record of launching and scaling enterprise products in cybersecurity, networking, and cloud domains. With experience in managing global teams and multiple product portfolios, he excels in driving cross-functional collaboration to achieve strategic objectives. Rohan's specialties include marketing, product strategy, go-to-market planning, deep learning, product management, design thinking, cybersecurity, and artificial intelligence.
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,
Kavya Nath
Kavya is a dedicated Product Marketing professional at Meta, where she contributes her expertise to building technologies that facilitate connections, community engagement, and business growth. As an Ambassador, Mentor, and Contributor at the Product Marketing Alliance, she shares her knowledge and passion for driving impactful marketing strategies.
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
A complete roadmap that guides you through creating and iterating go-to-market strategies for successful product launches.
Engaging, optional coursework activities designed to reinforce learning and promote practical application of go-to-market concepts.
48 rigorous exam questions designed to test your grasp of key concepts and provide concrete measures of your progress throughout the course.
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Rich insights and bonus content from established PMMs to provide real-world context and enhance your understanding of go-to-market strategies.
24/7 online access to all course material, allowing you to learn at your own pace and revisit key topics as needed.
An official certificate upon completion to showcase your mastery of go-to-market strategies, boosting your credibility and career prospects.
Join our vibrant community of product marketers, share insights, learn from peers, and extend your professional network.
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.
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 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
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.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
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.
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Choose the wayyou want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
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.
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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
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.
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.
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!
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.
$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.
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.
