Convince
your boss
Download
your brochure
Master the art of brand
and product positioning.
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in partnership with...
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Course
overview
Getting positioning right is central to a strong product marketing strategy, and our Positioning Certified: Masters course is your roadmap.
No more guesswork or outdated strategies. Learn the ins and outs of positioning from industry experts who have honed their knowledge through years of experience. Dive into 5+ hours of comprehensive content, plus tried-and-tested templates and real-life case studies. Ask questions, get answers, and build your toolbox of practical advice.
With lifetime access to all course materials (including future updates!) and an official certification, you'll stay ahead of the curve and establish yourself as a marketing authority. Enroll now, position yourself for success, and get a foothold in the market.
Chapters
- What is positioning and why is it important?
- The perils of the positioning statement
- The difference between messaging and positioning
- A combined positioning and messaging framework
- Key takeaways
- Exam #1
- Q&A with April Dunford
- Time to reflect
- The relationship between positioning & messaging
Chapters
- Carrying out a positioning exercise
- Let go of the old, make way for the new
- Identify what makes you unique
- Identify the value of those features
- Find out who really cares
- Your market frame of reference
- Your positioning versus your competitors'
- Positioning and Competition
- Positioning at a -up
- Key takeaways
- How to nail product positioning when your company needs a refresh
- Time to reflect
Chapters
- Taking your positioning to the next level
- Key takeaways
- Mastering positioning for growth
- Time to reflect
Chapters
- Signs your positioning isn't working
- How to reposition your product
- Validating your positioning
- How to roll out repositioning
- How often should you review your positioning?
- Pivoting positioning in times of upheaval
- Key takeaways
- Time to reflect
Chapters
- The power of storytelling
- A guide to using narrative design
- Your customers' story
- Key takeaways
- Time to reflect
- Learning feedback form
- The relationship between positioning & narrative design
Chapters
- Driving positioning within your organization
- Securing leadership buy-in
- Key takeaways
- Time to reflect
Chapters
Modules
Modules
Modules
Chapters
- What is positioning and why is it important?
- The perils of the positioning statement
- The difference between messaging and positioning
- A combined positioning and messaging framework
- Key takeaways
- Exam #1
- Q&A with April Dunford
- Time to reflect
- The relationship between positioning & messaging
Chapters
- Carrying out a positioning exercise
- Let go of the old, make way for the new
- Identify what makes you unique
- Identify the value of those features
- Find out who really cares
- Your market frame of reference
- Your positioning versus your competitors'
- Positioning and Competition
- Positioning at a -up
- Key takeaways
- How to nail product positioning when your company needs a refresh
- Time to reflect
Chapters
- Taking your positioning to the next level
- Key takeaways
- Mastering positioning for growth
- Time to reflect
Chapters
- Signs your positioning isn't working
- How to reposition your product
- Validating your positioning
- How to roll out repositioning
- How often should you review your positioning?
- Pivoting positioning in times of upheaval
- Key takeaways
- Time to reflect
Chapters
- The power of storytelling
- A guide to using narrative design
- Your customers' story
- Key takeaways
- Time to reflect
- Learning feedback form
- The relationship between positioning & narrative design
Chapters
- Driving positioning within your organization
- Securing leadership buy-in
- Key takeaways
- Time to reflect
Chapters
Modules
Modules
Modules
Our stats
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"Positioning is a tricky topic to cover well, but this course pulls it off by balancing theory with how-to instructions and solid examples. I love the no-fluff topics, like how positioning statements can be dangerous, how internal teams using one wrong word can tank your positioning, and how Narrative Design works with positioning."
Tim Hinds Positioning Masters
Co-founder and Product Marketing Leader
"The solid foundation all PMMs should have. The clear explanations of what Positioning and Messaging are and case study examples were my favorite part. To execute on P + M effectively is rarely discussed and this course is great for PMMs to build a solid foundation on."
Samuel Miller Positioning Masters
Product 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,
Marcus Andrews
Before joining Pendo.io, Marcus was the Product Marketing Group Lead at HubSpot and prior to that, he spent almost four years at Google. He’s been a solid storyteller all his life, but it wasn’t until he developed the Narrative Design process that he was able to codify, replicate, and consistently create amazing stories. Throughout this masterclass, he’ll be sharing the secret sauce behind his repeatable process so that you too can be recognized as a great storyteller.
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,
James Doman-Pipe
James is a strategic, commercially-minded B2B SaaS marketer with a proven track record leading product marketing from startups to exits. As a creative, customer-centric self-starter, he brings broad experience across marketing, product, sales, and success. James continually seeks new ideas and skills to enable better decisions and maximize impact. He excels in problem-solving teams with high standards in mission-led businesses. Recognized for his expertise, James was named a Top 100 Product Marketing Influencer in 2022 and Positioning & Messaging Maestro of the Year in 2021. His customer-centric, strategic mindset drives success for companies he's worked with.
By the end of the course
you'll be able to...
Gather insights
Conduct both quantitative and qualitative customer research to create powerful positioning strategies.
Craft narratives
Develop compelling brand narratives that resonate with target audiences and drive engagement.
Stand out
Position your product for success in even the most crowded of marketplaces.
What's
included
8 comprehensive modules covering how to position your product for growth, how to harness the power of storytelling, how to drive positioning internally, and much more!
7 tried, tested, and vetted templates to help you seamlessly apply your learnings in the real world.
Exclusive insights, real-life case studies, and practical advice from legendary product marketers like April Dunford, Marcus Andrews, and our very own Bryony Pearce.
Engaging assignments and hands-on exercises to deepen your understanding and get you applying new concepts to your marketing right away.
71 thought-provoking exam questions to consolidate your knowledge and test your positioning proficiency.
100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best.
Lifetime access to all course materials, including future updates, ensuring you stay up-to-date with the latest positioning trends and practices.
Official certification upon successfully completing the course and exams, showcasing your newfound mastery of positioning.
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
Gain a competitive edge.
Position yourself as a marketing leader.
Open doors to new career opportunities.
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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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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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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
The Positioning Certified course is your ticket to becoming a positioning pro. It's a comprehensive program packed with all the knowledge, tools, and real-world case studies you need to nail your product positioning game.
Calling all rockstar product marketing managers, visionary heads of product marketing, and director and VP-level superheroes! This course is designed to level up your positioning skills. If you're an aspiring PMM or a Product Marketing Associate hungry for growth, there’s heaps for you to learn here too.
The course is self-paced, so you can learn at the time and tempo that suit you best. You'll have access to 5+ hours of course content, including bonus features and case studies. Oh, and you can ask questions along the way – our product marketing experts are here to dish out the answers. At the end of each module, you’ll be presented with mandatory exam questions and, if you pass all these, you’ll become Positioning Certified!
By completing this course, you'll develop practical skills in positioning and narrative design. You’ll learn how to differentiate your brand and make informed decisions based on customer research, Plus, you’ll position yourself as a product marketing leader, opening up new career opportunities.
Oh, we're going to turn you into a storytelling wizard! Get ready to craft captivating brand narratives that mesmerize your audience and position your product as the best possible solution to their problems.
This course contains over five hours of content. It’s also 100% self-paced, so you can learn whenever and wherever, meaning the completion time varies from learner to learner. Smash it out in a day, or take your time to absorb the knowledge, complete assignments, and become the positioning master you were born to be.
Good news - you’ll get lifetime access! Dive into the depths of narrative design anytime, anywhere, at your own pace.
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