Approach product marketingmetrics with confidence

Elevate your marketing prowess with our Metrics Certified: Masters course. Learn how to navigate complex data landscapes, implement impactful OKRs, and drive consistent growth.
Enroll now
Built and trusted by experts at
See more
Built and taken by experts at

Course
overview 

It’s time to demystify the complex world of product marketing metrics. Our Metrics Certified: Masters course has been carefully crafted by industry pros to help you select the right OKRs, measure them accurately, and use metrics to shape your strategy.


You’ll gain a solid understanding of why metrics matter in business and how to revolutionize your approach to KPIs, ensuring you measure what matters most for your success. You’ll finish the course armed with the knowledge and expertise to make impactful decisions and convert your metrics into sustainable business growth.

Chapters

  • PMA's top course tips
  • Your course pack
  • What to expect from this course
  • How to get the most out of this course
  • What are PMM Metrics and why do they matter? - KPIs and OKRs
  • Solving the problem of attribution
  • Quantity or quality?
  • Key takeaways

Chapters

  • Product launch metrics intro
  • Product-market fit
  • Win-rates
  • Market share
  • Sign-up surveys
  • Conversion rate in target segment
  • ARR and MRR
  • ARPU and ARPA
  • Churn rate
  • Sign-up to subscriber
  • The Importance of KPIs
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Product launch metrics with Adobe
  • Bonus video: Craft your metrics for a competitive program with D-Wave Systems Inc.

Chapters

  • Product adoption and usage metrics intro
  • Active users
  • Feature adoption
  • Customer satisfaction
  • Retention, upsell and cross-sell
  • Time taken to complete actions
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Product adoption and usage with Redox

Chapters

  • Sales enablement metrics intro
  • Asset utilization
  • Sales confidence
  • Pre-training sales surveys
  • Time to close
  • Case studies
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Sales enablement with Secure Code Warrior
  • Bonus video: Metrics and measurement for sales enablement with HP

Chapters

  • Lead and demand-gen intro
  • Click-through and open rate
  • Marketing and sales qualified leads
  • Brand awareness
  • Customer lifetime value
  • Customer acquisition cost
  • Coursework
  • Key takeaways
  • Exam

Chapters

  • Ultimate framework intro
  • How to choose your metrics
  • The framework
  • Coursework
  • Key takeaways
  • Exam
  • Bonus video: Product marketing metrics that matter with Adobe

Chapters

  • Data gathering intro
  • Gathering data
  • Ownership of data analysis
  • Data analysis mistakes
  • The killer dashboard - how to report on your OKRs
  • How to use metrics to increase your influence
  • CourseworkKey takeaways
  • Exam
  • Fireside chat: Your metrics and your stakeholders with GrowthMentor
  • Bonus video: The data your CEO actually cares about with monday.com
  • Bonus video: Data-driven decision making with panel discussion
  • Bonus video: Cross organizational alignment using OKRs with LastPass case study

Modules

Modules

Modules

Introduction

Chapters

  • PMA's top course tips
  • Your course pack
  • What to expect from this course
  • How to get the most out of this course
  • What are PMM Metrics and why do they matter? - KPIs and OKRs
  • Solving the problem of attribution
  • Quantity or quality?
  • Key takeaways
Product launch metrics

Chapters

  • Product launch metrics intro
  • Product-market fit
  • Win-rates
  • Market share
  • Sign-up surveys
  • Conversion rate in target segment
  • ARR and MRR
  • ARPU and ARPA
  • Churn rate
  • Sign-up to subscriber
  • The Importance of KPIs
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Product launch metrics with Adobe
  • Bonus video: Craft your metrics for a competitive program with D-Wave Systems Inc.
Product adoption and usage metrics

Chapters

  • Product adoption and usage metrics intro
  • Active users
  • Feature adoption
  • Customer satisfaction
  • Retention, upsell and cross-sell
  • Time taken to complete actions
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Product adoption and usage with Redox
Sales enablement metrics

Chapters

  • Sales enablement metrics intro
  • Asset utilization
  • Sales confidence
  • Pre-training sales surveys
  • Time to close
  • Case studies
  • Coursework
  • Key takeaways
  • Exam
  • Fireside chat: Sales enablement with Secure Code Warrior
  • Bonus video: Metrics and measurement for sales enablement with HP
Lead and demand-gen metrics

Chapters

  • Lead and demand-gen intro
  • Click-through and open rate
  • Marketing and sales qualified leads
  • Brand awareness
  • Customer lifetime value
  • Customer acquisition cost
  • Coursework
  • Key takeaways
  • Exam
The ultimate framework for choosing and using metrics

Chapters

  • Ultimate framework intro
  • How to choose your metrics
  • The framework
  • Coursework
  • Key takeaways
  • Exam
  • Bonus video: Product marketing metrics that matter with Adobe
How to gather, analyze and present data

Chapters

  • Data gathering intro
  • Gathering data
  • Ownership of data analysis
  • Data analysis mistakes
  • The killer dashboard - how to report on your OKRs
  • How to use metrics to increase your influence
  • CourseworkKey takeaways
  • Exam
  • Fireside chat: Your metrics and your stakeholders with GrowthMentor
  • Bonus video: The data your CEO actually cares about with monday.com
  • Bonus video: Data-driven decision making with panel discussion
  • Bonus video: Cross organizational alignment using OKRs with LastPass case study

Modules

Modules

Modules

Our stats

13+
Hours of content
15
Modules
64
Exam questions
6
Templates
5
Coursework tasks

“Metrics is key for product marketing success across product, marketing and sales. This course walks through all elements to consider for metrics!”

Div Manickam

Director, Product Marketing - Data Integration

“The core of PMM function is cross-collaboration with numerous teams, often making it hard to pinpoint the exact metrics we influence. This course not only inspires, but it delivers actionable metrics from the Product, Sales, and Marketing angles of PMM work. Priceless.”

Igor Kranjčec

Head of Revenue

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
instructors 

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

Interpret metrics

Develop the skills to translate OKR data into tangible action plans that consistently drive business growth.

Apply insights

Understand how to utilize metrics in strategic decision-making and shape your product marketing initiatives for maximum impact.

Connect KPIs

Learn how to connect your KPIs to your OKRs to enable strategic alignment and seamless execution of your goals.

What's
‍‍included  

01
Content

13+ hours of on-demand content that provide a deep dive into the vast landscape of product marketing metrics. Learn how to apply impactful OKRs with confidence.

02
Bonus

Gain additional insights through bonus features with proven experts in the field, Mary Sheehan, Scott Shapiro, and Aaron Brennan.

03
Templates

6 templates to help you streamline your workflow and apply metrics effectively to shape your strategy.

04
Exams

60+ exam questions designed to test your understanding of the course material and ensure you’re ready to apply your newfound knowledge.

05
Access

Enjoy lifetime access to all the course content, including any future updates. Refresh your knowledge whenever you like!

06
Q&A

Ability to ask text-based questions throughout the course to clarify any doubts and deepen your understanding. All questions are answered by an experienced PMM leader.

07
Certification

Receive official certification upon passing all the exams to showcase your proficiency and elevate your professional standing.

08

09
AI-Powered

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.

OKR canvas

Win/loss interview template

Time to Value (TTV) framework

Sales Confidence Survey Questions

The Ultimate Metrics Framework

OKR canvas

Win/loss interview template

Time to Value (TTV) framework

Sales Confidence Survey Questions

The Ultimate Metrics Framework

Sign up to the
pro+ membership

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

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.

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 certification
$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

Master formulas to measure key metrics and accurately evaluate your initiatives.

Confidently communicate the value and impact of your product marketing efforts.

Understand how different departments tie into product marketing OKRs to enhance collaboration.

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

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:

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

Who is the Metrics Certified: Masters course for?

The Metrics Certified course is for product marketers looking to up their metrics game. Whether you’re a product marketing newbie or a seasoned data analyst, this certification will equip you with all the tools you need to create impactful OKRs.

How does the Metrics Certified: Masters course work?

The course is 100% online and you can access it anytime, anywhere. You’ll work through the modules in chronological order, engaging with activities, tackling exam questions, and making use of handy templates. Once you’ve completed all the material and passed the exams, you’ll earn a certificate to showcase your new skills.

How long will the course take to complete?

The course content, activities, and exams will take just over 13 hours to complete. However, the course is entirely self-paced, so you can take all the time you need to complete it!

How long will I have access to the course content?

For life! A one-off payment gives you unlimited to all the course’s content.

How much does the Metrics Certified course cost?

$500. This fee includes full access to all the features mentioned above, which you can use to reinforce your strategy and enhance your strategic value. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.

What happens if I don’t pass the course exams?

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...

Marketing Certified Masters

Elevate your marketing strategy, align with the team, and pave the way for the CMO role. Gain knowledge to influence campaigns and excel as a PMM.

Go-to-Market Certified Masters

The bread and butter of any product marketer. Get a repeatable, collaborative, and creative formula to nail your product launch every single time

Pricing Certified Masters

Gain the knowledge and tools to make informed pricing decisions and give your offering a competitive edge.

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

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