Convince
your boss
Download
your brochure
Master the fundamentals of
product messaging and positioning
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Brought to you,
in partnership with...
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Course
overview
Ready to take the marketing world by storm? PMA's Positioning and Messaging: Fundamentals is your first step.
You'll learn how to communicate product value like a pro and the importance of effective positioning in the market. Plus, it's perfect for those just starting out or contemplating a career shift. So why wait? Start learning today!
Chapters
- Welcome - positioning and messaging
- Monthly Q&A workshops
Chapters
- What positioning is - and isn't
- How to create and maintain product positioning
- How to approach positioning
- Positioning templateWeekly workshop
- Bonus footage: Positioning: the conscious act of choosing to be something to somebody [Rippling + Pluralsight]
- Bonus footage: How to nail product positioning when your company needs a refresh [MarkLogic]
Chapters
- Understanding messaging
- Product messaging: the difference between good and great
- Messaging framework
- Weekly workshop
- Bonus footage: SurveyMonkey's 7-step messaging process
Chapters
- Storytelling framework
- The what, why, and how of storytelling
- Storytelling framework template
- Storytelling framework example
- Storytelling coursework
- Weekly workshop
- Bonus footage: The art and science of storytelling [Cisco Meraki]
Chapters
- Get your certificate of completion
Chapters
Chapters
Modules
Modules
Modules
Chapters
- Welcome - positioning and messaging
- Monthly Q&A workshops
Chapters
- What positioning is - and isn't
- How to create and maintain product positioning
- How to approach positioning
- Positioning templateWeekly workshop
- Bonus footage: Positioning: the conscious act of choosing to be something to somebody [Rippling + Pluralsight]
- Bonus footage: How to nail product positioning when your company needs a refresh [MarkLogic]
Chapters
- Understanding messaging
- Product messaging: the difference between good and great
- Messaging framework
- Weekly workshop
- Bonus footage: SurveyMonkey's 7-step messaging process
Chapters
- Storytelling framework
- The what, why, and how of storytelling
- Storytelling framework template
- Storytelling framework example
- Storytelling coursework
- Weekly workshop
- Bonus footage: The art and science of storytelling [Cisco Meraki]
Chapters
- Get your certificate of completion
Chapters
Chapters
Modules
Modules
Modules
Our stats
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"The course's impact on my daily work is tangible. My confidence in creating positioning and messaging frameworks has skyrocketed. I've been able to apply the strategies, techniques, and methodologies I learned, leading to more effective marketing campaigns for our company."
Andrew Lingley
"The PMA training that our business organized for us was a great opportunity to ground us, Product Marketers, in the fundamentals. We can get distracted when the business is moving fast and this reminded me of the pillars for a PM. I will also reference the lessons when I hit a roadblock and need to re-route."
Cameron Dutton
Associate Product Marketer
"The 'Positioning & Messaging: Fundamentals' course is a standout, providing detailed, actionable insights and valuable knowledge.The course's content is expertly curated, well-structured, and employs a practical, hands-on approach with plenty of real-world examples and case studies. This focus on application-oriented learning is something I truly value about the Product Marketing Alliance."
Andrew L.
GRC 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,
Bryony Pearce
Bryony's the Chief Marketing Officer at The Alliance, and has been around since day one creating and shaping the Product Marketing Alliance community. She's the creator of our flagship course, Product Marketing Certified: Core, which is taken and trusted by 10,000+ PMMs globally, and oversees The Alliance's entire suite of education offerings. Additionally, she has authored a highly acclaimed non-fiction book, "Product Marketing Misunderstood," enjoyed by 1,000s and rated 4.5/5.
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,
Sarah Din
Sarah specializes in partnering with executive teams of B2B SaaS companies to drive market expansion and product innovation. With a keen focus on market positioning and strategic messaging, she helps businesses navigate competitive landscapes and create compelling brand narratives. Her expertise lies in carving out new market categories and developing strategies to win market share in dynamic environments.
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,
Jeevan Patil
With 20 years in Security, Network Management, and Wireless Networking, Jeevan excels in Product Marketing, Management, and Engineering. He's skilled in complex portfolio management, competitive differentiation, and pricing strategies. Adept at nurturing partnerships, he leads teams to achieve goals and drives innovation lifecycles. Jeevan is a passionate presenter and accomplished blogger, showcasing technology innovations and customer successes.
By the end of the course
you'll be able to...
Craft positioning
Master the skill of formulating compelling product positioning that distinguishes your offerings in the market.
Target effectively
Gain proficiency in targeting the right customers with the right messages, optimizing marketing outcomes.
Implement strategies
Implement positioning and messaging strategies in real-world scenarios, readying you for impactful contributions in your role.
What's
included
OnDemand, instructor-led course content focusing on the nuances of positioning and messaging, delivered by our very own industry expert, Richard King, Founder & CEO of PMA.
Optional coursework designed to build your skills in crafting effective product positioning and messaging strategies.
While not included, our course content emphasizes the application of positioning & messaging principles in real-world situations over theoretical exams.
Utilize editable templates to create positioning statements and message hierarchies, promoting efficiency and effectiveness.
Gain valuable insights from successful PMMs at companies like Rippling, Pluralsight, and SurveyMonkey, specifically on positioning and messaging.
Access the course content for life to refer back to whenever you need, and benefit from any future updates made to include the most up-to-date insights.
Receive a completion certificate, demonstrating your commitment to mastering the essentials of positioning and messaging in product marketing.
Connect with a network of product marketers, sharing insights and experiences related to everything positioning and messaging strategy.
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
Competitive edge: Master the art of crafting compelling positioning and messaging strategies that set your product apart in the market, giving you a competitive edge.
Effective communication: Learn how to develop clear, persuasive messages that resonate with your target audience, improving your product's marketability.
Strategic thinking: Gain insights into positioning your product strategically in the market, honing your ability to make impactful marketing decisions.
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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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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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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 a fantastic match for anyone new to product marketing or those transitioning from another field. Specifically, if you want to learn the ins and outs of product positioning and messaging, this is just the ticket for you!
It really depends on your pace! The course is self-paced and OnDemand. But to give you a rough estimate, our students usually complete the course within a few weeks.
Once you've completed the course, you'll receive a certificate of completion to flaunt your newfound positioning and messaging skills. Plus, you'll get a 10% discount on all our other courses if you're hungry for more learning!
Absolutely! You get unlimited access to our live workshops every Thursday. It's a fantastic opportunity to ask questions, seek clarifications, and interact with other product marketers in the community.
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