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Certification
overview
Master the art of successful product launches with our Product Launches certification. This comprehensive program guides you through every stage, from planning to post-launch optimization.
Learn to craft compelling messaging, create impactful marketing collateral, and develop sales enablement materials that drive conversions.
By the end, you'll have the skills to execute launches that achieve business goals, strengthen customer relationships, and elevate your brand in the market.
Curriculum
Chapters
- Welcome
- What is product launch?
- Why product launches matter in marketing
Chapters
- Setting clear objectives
- Understanding your taget audience
- Market positioning
- Competitive analysis
- Pricing
- Crafting a GTM strategy
- Coursework
- Exam
- Bonus: The Metaverse product launch and go-to-market strategy - Arthur Tkachuk, Co-founder & CPO at W3rlds
Chapters
- Assembling a launch team: cross-functional and accountability
- Assembling a launch team: agile and productivity
- Assembling a launch team: team roles and structures
- Assembling a launch team: the details
- Timelines and milestones
- Coursework
- Exam
- Fireside chat: José Fernández, Adjunct Professor at University of Maryland
- Fireside chat: Cindy Camacho, Principal Product Consultant & Founder at VOC Strategies
Chapters
- Core messaging and storytelling
- Marketing collateral
- Sales enablement material
- Coursework
- Exam
Chapters
- Generating buzz
- Engaging early adopters
- Types of early adopters
- Internal readiness
- Coursework
- Exam
Chapters
- Digital launch day strategies
- Launch day events and crisis management
- Soft and hard launches
- Avoiding launch day mistakes
- Real-time monitoring
- Coursework
- Exam
- Bonus: Product launch metrics - Mary Sheehan, Group Manager, Product Marketing at Adobe Creative Cloud
Chapters
- Post-sales support
- Measuring success
- Customer feedback
- Sustaining momentum
- Lessons learned
- Coursework
- Exam
Chapters
- Global launches: local vs international
- Global launches: culture and strategies
- Technology and AI for campaigns
- Product relaunches
- Challenges
- Coursework
- Exam
- Bonus: Product launches (and relaunches) - Natasha Janic, Senior Product Marketing Manager at Salesforce
- Bonus: The art of NOT launching a product - Paul Lenser, Product Marketing Manager at Sprout Social
Chapters
Chapters
Chapters
- Welcome
- What is product launch?
- Why product launches matter in marketing
Chapters
- Setting clear objectives
- Understanding your taget audience
- Market positioning
- Competitive analysis
- Pricing
- Crafting a GTM strategy
- Coursework
- Exam
- Bonus: The Metaverse product launch and go-to-market strategy - Arthur Tkachuk, Co-founder & CPO at W3rlds
Chapters
- Assembling a launch team: cross-functional and accountability
- Assembling a launch team: agile and productivity
- Assembling a launch team: team roles and structures
- Assembling a launch team: the details
- Timelines and milestones
- Coursework
- Exam
- Fireside chat: José Fernández, Adjunct Professor at University of Maryland
- Fireside chat: Cindy Camacho, Principal Product Consultant & Founder at VOC Strategies
Chapters
- Core messaging and storytelling
- Marketing collateral
- Sales enablement material
- Coursework
- Exam
Chapters
- Generating buzz
- Engaging early adopters
- Types of early adopters
- Internal readiness
- Coursework
- Exam
Chapters
- Digital launch day strategies
- Launch day events and crisis management
- Soft and hard launches
- Avoiding launch day mistakes
- Real-time monitoring
- Coursework
- Exam
- Bonus: Product launch metrics - Mary Sheehan, Group Manager, Product Marketing at Adobe Creative Cloud
Chapters
- Post-sales support
- Measuring success
- Customer feedback
- Sustaining momentum
- Lessons learned
- Coursework
- Exam
Modules
- Global launches: local vs international
- Global launches: culture and strategies
- Technology and AI for campaigns
- Product relaunches
- Challenges
- Coursework
- Exam
- Bonus: Product launches (and relaunches) - Natasha Janic, Senior Product Marketing Manager at Salesforce
- Bonus: The art of NOT launching a product - Paul Lenser, Product Marketing Manager at Sprout Social
Modules
Modules
Our stats
"This certification offers thorough and comprehensive insights into product launch strategies, covering pre-launch, launch, and post-launch phases... My favorite section is Setting Clear Objectives. It breaks down common launch goals and pairs them with measurable KPIs, providing a practical framework for success. Highly recommended for anyone looking to master the art of product launches!"
Julia Zhou
Product Marketing Manager
"This has been a great learning experience. The course was spot on and the content was thorough and super-relevant to my work in product marketing."
Craig Norman
Senior Product Marketing Manager
"Given my background in marketing operations and strategy, I wanted to refine my ability to translate complex insights into impactful messaging and positioning. This course provides the structured learning and practical frameworks needed to elevate my skills and make a greater impact in product marketing."
Nadia Raphale
Senior 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
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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,
Cindy Camacho
WINNER OF THE PRODUCT-LED ALLIANCE 2024 RISING STAR AWARD
Senior product management, product marketing, and customer success leader with 15 years of expertise in driving strategy and roadmaps, fostering innovation, optimizing product development lifecycles, leading go-to-market and launch strategies, creating messaging and positioning campaigns, and coaching and directing cross-functional teams. Known for delivering scalable SaaS, IoT, mobile, and web solutions for enterprise, SMB, B2B, B2C, non-profit, and technology organizations.
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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,
José Fernández
As an Independent Consultant, his expertise lies in steering digital transformation and product management processes. With a strong foundation in Agile methodologies and SaaS sales, he has propelled organizations to embrace change and enhance their digital platforms. His recent role at POLITICO Pro involved leading a team to deliver a cutting-edge SaaS platform, which included pioneering Gen AI features.
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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,
Natasha Janic
Natasha Janic has extensive experience in loyalty and sales technology, with a focus on launching new products and industries. She is passionate about organization, leveraging frameworks, to-do lists, and kanban boards to drive efficiency. At the same time, she embraces a mindset of experimentation, innovation, and learning through fast failure.
.svg)
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
Mary Sheehan is a bestselling author, podcast host, and product marketing leader with experience at Adobe, Google, and several startups. She is on a mission to empower high-achieving women to truly thrive at home and work—because they deserve to succeed in every aspect of their lives.
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,
Paul Lenser
I'm a Denver-based product marketer with extensive B2B marketing experience. I love breaking down complex technical concepts into clear stories that connect with audiences.
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,
Arthur Tkachuk
Arthur Tkachuk is the Head of Growth at W3rlds, helping businesses integrate into the Metaverse through immersive technologies. As a Co-founder of Openmagic, he is also advancing AI-powered VFX video creation. Passionate about AI, XR, and digital experiences, he is shaping the future of interactive content.
By the end of the certification
you'll be able to...
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Plan and execute
Master every product launch stage, from strategy development to post-launch optimization.
Craft compelling messaging
Create marketing materials and messaging that resonate with your audience and drive engagement.
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Empower sales teams
Develop effective enablement tools to convert leads into loyal customers and achieve business goals.
What's
included
An extensive on-demand curriculum teaching you a battle-tested product launch framework. This proven process has helped B2B and B2C companies achieve successful launches that capture market attention and drive day-one revenue.
Master the complete product launch playbook through 4+ hours of focused, on-demand content you can access anytime. Learn everything from pre-launch buildup to post-launch optimization.
Put theory into practice with hands-on exercises and templates designed to help you plan and execute your next product launch with confidence.
Hit the ground running with our complete set of product launch templates - from timeline planning to campaign briefs to measurement frameworks.
Join our exclusive Slack community of certified product launchers. Network with professionals who've successfully launched products across industries, share tactics, and get feedback on your launch plans.
Stand out as a product marketing leader with an official Product Launch certification. Demonstrate your expertise in go-to-market strategy and launch execution upon completing all course requirements.
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+ certifications (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 On-demand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams
Get this certification plus 25 others, with Exec+ membership
Discover how our Exec+ memberships stack up against our individual certifications to find the best value for your investment.
25+ certifications (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 certification content
Access to all future certification updates
Official certification if you pass the exams
Certification
benefits
Go from managing chaotic launches to orchestrating strategic campaigns that drive predictable wins.
Lead complex product launches that shape company growth and establish market leadership.
Become your org's launch expert, unlocking senior roles and opportunities to drive major initiatives.
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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
certifications 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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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
The certification is 100% online and self-paced. You’ll work through the modules in chronological order and be invited to take part in activities. At the end of each module, you’ll be presented with exam questions and, if you pass all these, you’ll become certified!
The certification content, activities, and exams will take approximately 4 hours to complete.
If you fail the first time round you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, you won’t receive the certificate. However, you’ll have still learned lots and you’ll be given access to the course materials for life.
