Convince
your boss
Download
your brochure
Take your marketing
to the next level.
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Course
overview
Dive deep into the dynamic world of marketing with our unique course, Marketing Certified: Masters.
By seamlessly integrating the roles of product and general marketing, this course empowers you, the ambitious Product Marketing Manager, to effectively influence marketing campaigns and plot a career path to the C-suite. Our carefully curated set of frameworks and templates eliminate guesswork and equip you with the confidence to build a powerful new partnership with your marketing peers.
Chapters
- PMA's top course tips
- Your course pack
- What to expect from this course
- How to get the most out of this course
- The difference between PMM and traditional marketing
- Why close alignment with marketing is important
- Resource library
- Key takeaways
Chapters
- How to foster close alignment between PMM and marketing
- How to overcome common challenges when working with marketing
- How to work with content
- Coursework
- Key takeaways
- Exam
- Fireside chat: How PMM and Marketing should work together with Growth Mentor
Chapters
- The OKR and KPI framework
- Marketing qualified leads
- Customer lifetime value
- Click-through rate and open rate
- Brand awareness
- How to improve your impact on marketing metrics
- Coursework
- Key takeaways
- Exam
- Bonus footage: Product marketing metrics that matter with Adobe
- Bonus footage: Building a bridge between product marketing and sales with Oracle
Chapters
- How to position yourself as a CMO
- Leaders keep learning
- Case study with Elliott Rayner
- Effective leadership within the PMM and marketing functions
- The interpersonal skills you need for leadership
- The technical skills you need on your PMM and marketing teams
- The people you need to reach out to
- CourseworkKey takeaways
- Exam
- Fireside chat: The road to CMO with Arion
- Bonus footage: Roundtable discussion: PMM career progression
- Bonus footage: Effective storytelling with Arion
Chapters
- Digital marketing
- B2B versus B2C digital marketing
- The measurability of digital marketing
- SEO
- Content marketing
- Social media management
- Pay Per Click
- Influencer collaboration and affiliate marketing
- Email marketing and PR
- Coursework
- Key takeaways
- Exam
- Bonus footage: The three stages of product marketing | PrivyPanel Discussion | B2B vs B2C
Chapters
- Why it’s important to have a time management plan
- How to manage the time you spend with marketing
- Understand and manage your energy
- Pick the right time to ask for help
- How to avoid burnout
- Coursework
- Key takeaways
- Exam
- Fireside chat: Leadership, productivity and impact with Groupe BPCE
Chapters
- Continue your professional development
- Get your certificate
Modules
Modules
Modules
Chapters
- PMA's top course tips
- Your course pack
- What to expect from this course
- How to get the most out of this course
- The difference between PMM and traditional marketing
- Why close alignment with marketing is important
- Resource library
- Key takeaways
Chapters
- How to foster close alignment between PMM and marketing
- How to overcome common challenges when working with marketing
- How to work with content
- Coursework
- Key takeaways
- Exam
- Fireside chat: How PMM and Marketing should work together with Growth Mentor
Chapters
- The OKR and KPI framework
- Marketing qualified leads
- Customer lifetime value
- Click-through rate and open rate
- Brand awareness
- How to improve your impact on marketing metrics
- Coursework
- Key takeaways
- Exam
- Bonus footage: Product marketing metrics that matter with Adobe
- Bonus footage: Building a bridge between product marketing and sales with Oracle
Chapters
- How to position yourself as a CMO
- Leaders keep learning
- Case study with Elliott Rayner
- Effective leadership within the PMM and marketing functions
- The interpersonal skills you need for leadership
- The technical skills you need on your PMM and marketing teams
- The people you need to reach out to
- CourseworkKey takeaways
- Exam
- Fireside chat: The road to CMO with Arion
- Bonus footage: Roundtable discussion: PMM career progression
- Bonus footage: Effective storytelling with Arion
Chapters
- Digital marketing
- B2B versus B2C digital marketing
- The measurability of digital marketing
- SEO
- Content marketing
- Social media management
- Pay Per Click
- Influencer collaboration and affiliate marketing
- Email marketing and PR
- Coursework
- Key takeaways
- Exam
- Bonus footage: The three stages of product marketing | PrivyPanel Discussion | B2B vs B2C
Chapters
- Why it’s important to have a time management plan
- How to manage the time you spend with marketing
- Understand and manage your energy
- Pick the right time to ask for help
- How to avoid burnout
- Coursework
- Key takeaways
- Exam
- Fireside chat: Leadership, productivity and impact with Groupe BPCE
Chapters
- Continue your professional development
- Get your certificate
Modules
Modules
Modules
Our stats
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"As a seasoned marketing professional, this course was a breath of fresh air! The detail on the traditional marketing role vs the product marketing role is spectacular! Really helps align how to build a stronger relationship internally to achieve the bottom line more strategically. I highly recommend this course to anyone that's in a start-up environment or trying to break into a PMM role. This course will help you figure out the career path best for you and your goals."
Crystal Crouch
Product Marketing Consultant
"This course refreshes all the marketing fundamentals all product marketing managers need to use in their everyday working lives."
Elzemieke Douw
Customer Success 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,
Elliott Rayner
After seven years at adidas global HQ specializing in product marketing and innovation, developing cutting-edge products for major events, Elliott then spent three years in Amsterdam spearheading ASICS global running apparel and developing sustainable products. He later transitioned to the Tech industry, leading marketing teams and building strategies for brands like Babbel and ARION where he currently serves as CMO. Elliott believes, “The best products have authenticity at their core. There are few things that can't be improved and innovated within product marketing via a clearer understanding of your brand purpose.”
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,
Mary Sheehan
An accomplished product marketing leader, Mary has vast experience launching new products, positioning for growth, and creating Go-to-Market strategies that span the entire organization. She is the author of the #1 Amazon best-seller “The Pocket Guide to Product Launches,” and the host of the highest-ranked product marketing podcast, Women in Product Marketing.
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,
Yannick Kpodar
Yannick Kpodar is a former Global Product Marketing Lead at LinkedIn, a former Product Marketing Director at PayFit, and currently a VP of Marketing in one of the fastest growing Series A SaaS startups in the world, named Amenitiz.
From Washington DC to San Francisco, Paris, and now Barcelona, Yannick has gathered a unique set of skills and experiences from established B2B companies, pre-product market fit startups, and hyper-growth scale-ups. Yannick is known for his expertise in product marketing, pricing strategy, growth hacking, and his inspirational leadership style. He’s now a 2x winner of the PMA
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,
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,
Div Manickam
Div currently serves as Director of Product Marketing at Celigo and is an expert in residence at Product Marketing Alliance.
Throughout her career, she’s led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies in collaboration with product, sales, and marketing teams. Div enjoys sharing experiences on career growth, authentic leadership, mindfulness, mental well-being, stress and anxiety, and product marketing.
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,
Daniel J. Murphy
I'm a former startup marketing executive and currently the Chief Operating Officer at ExitFive.com.
After spending a decade in marketing at SaaS startups like Privy, Drift & Onshape, I'm now helping run the #1 online community for B2B marketers.
Before joining Exit Five I was the VP of Marketing at Privy.com.
And before Privy, I ran product marketing at Drift (currently valued at over $1B), and demand generation at Onshape (acquired for $470M in 2019).
By the end of the course
you'll be able to...
Define KPIs and OKRs
Confidently claim joint ownership of marketing OKRs and KPIs.
Create digital strategies
Refine and update your knowledge of digital marketing, SEO, social media management, and more.
Level up
Build a harmonious working relationship with your marketing colleagues and increase your chances of being promoted to CMO.
What's
included
3+ hours of content designed to empower you to impact marketing campaigns and step seamlessly into the C-suite.
4+ hours of bonus footage featuring marketing leaders from the likes of Adobe, Oracle, and ARION.
A real-life case study from Elliott Rayner, CMO of ARION, sharing his journey from product marketing lead to the C-suite.
5 coursework tasks to consolidate your new-found knowledge of operational marketing, the metrics that matter, and more!
Exams at the end of each module to help you anchor your learning, break down biases, and apply what you’ve learned in the real world.
7 templates to help you drive maximum impact with your marketing every time.
Access to all of the course materials for life – so you can keep polishing your marketing skills.
A Marketing Certified: Masters certificate so you can show off your invaluable new qualification to the world – and prospective employers.
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
Influence high-level marketing campaigns
Improve your company’s bottom line
Get ready to become CMO
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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
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:
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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 product marketing leads who want to step up into the CMO position and get involved in strategic campaigns alongside marketing. So, if this sounds like you, what are you waiting for?
The course is 100% on demand and fully self-paced. Once you enroll, you’ll work through the modules in chronological order and be invited to complete coursework. At the end of each module, you’ll be presented with mandatory exam questions, and if you pass them, you’ll become Marketing Certified!
The course content, activities, and exams take approximately four hours to complete. You’ll also get access to over four hours of exclusive bonus footage to peruse at your leisure.
For life! A one-off payment gives you unlimited to all the course’s content.
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