Download
your brochure
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Master PLG and putproduct at the forefront
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Course
overview
Looking to become a true product-led leader? With Product-Led Growth Certified: Core, you'll dive deep into the fundamentals of product-led growth. This isn't just theory – you'll get practical templates you can apply directly on the job.
Through coursework, case studies, and exams, you'll learn to solve real-world problems and set yourself apart. Ready to be the driving force behind your company’s product-led growth motion?
Curriculum
Chapters
- The origins of PLG
- The hallmarks and benefits of PLG
- Approaches to growth
- The conditions for PLG
Chapters
- Moving towards PLG
- Methods and frameworks
- Transitioning to PLG
- PQLs
- Fireside chat: Daniel Kupeman at Atlassian
- Bonus: Building cross-functional alignment [Mixpanel]
- Exam
Chapters
- The groundwork
- Structuring teams
- Coursework
- Product operations
- Product-market fit
- Fireside chat: Antonia Landi, Product Operations Consultant
- Exam
- Bonus: Who owns growth? [Booking.com, heycar & more]
Chapters
- The new customer journey
- Mapping the journey
- Personas
- Customer centricity
- Bonus: Optimizing customer feedback [Adyen & Zoa]
- Exam
Chapters
- Introduction
- Experience sampling
- Pricing
- Freemium pricing
- Onboarding and conversion
- Improving onboarding and conversation
- Fireside chat: Carrie Tian at Wave
- Hubspot's growth process
- Bonus: Building a culture of experimentation
- Exam
Chapters
- Retention
- Engagement and content
- Advocacy and community
- Measuring your success
- Crafting your own metrics
- Bonus: Which metrics to track to supercharge growth [Mercury, Interna & more]
- Exam
Chapters
Chapters
Chapters
Chapters
Chapters
- The origins of PLG
- The hallmarks and benefits of PLG
- Approaches to growth
- The conditions for PLG
Chapters
- Moving towards PLG
- Methods and frameworks
- Transitioning to PLG
- PQLs
- Fireside chat: Daniel Kupeman at Atlassian
- Bonus: Building cross-functional alignment [Mixpanel]
- Exam
Chapters
- The groundwork
- Structuring teams
- Coursework
- Product operations
- Product-market fit
- Fireside chat: Antonia Landi, Product Operations Consultant
- Exam
- Bonus: Who owns growth? [Booking.com, heycar & more]
Chapters
- The new customer journey
- Mapping the journey
- Personas
- Customer centricity
- Bonus: Optimizing customer feedback [Adyen & Zoa]
- Exam
Chapters
- Introduction
- Experience sampling
- Pricing
- Freemium pricing
- Onboarding and conversion
- Improving onboarding and conversation
- Fireside chat: Carrie Tian at Wave
- Hubspot's growth process
- Bonus: Building a culture of experimentation
- Exam
Chapters
- Retention
- Engagement and content
- Advocacy and community
- Measuring your success
- Crafting your own metrics
- Bonus: Which metrics to track to supercharge growth [Mercury, Interna & more]
- Exam
Chapters
Modules
Modules
Modules
Our stats
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“The course is very rich, and the content is super interesting. The instructors are very clear.”
Rana Houry
Product Manager
“It is really pretty helpful course and platform with a clear UX. Especially in terms of learning the approaches, models and frameworks it was quite informative, with the real life examples of course.”
Fatih Karadeniz
Senior Digital Analyst
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,
Daniel Kuperman
Daniel Kuperman is a Product Marketing leader at Atlassian where he works with the ITSM solutions team.
Daniel has over 15 years of experience with fast-growing B2B organizations, including Axcient, MindTickle, and Snowflake, where he built teams, owned go-to-market planning and execution, and helped businesses scale, transform, and create new market categories.
He lives in Mountain View, CA, and has an MBA from Bentley University.
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,
Saswata Biswas
Saswata is a Senior Product Manager at HirePlusPlus, spearheading initiatives to incorporate GenAI into digital products. His mission is to elevate persuasiveness and scalability through innovative AI-driven solutions. With a focus on leveraging cutting-edge technology, Saswata is driving HirePlusPlus towards the forefront of the digital landscape, ensuring products are optimized for success in an AI-driven era.
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,
Eloise Taysom
Eloise is the Chief Product Officer at Zoa, leading the development of smart energy management solutions for energy companies. Her focus is on facilitating the transition to an electrified world, empowering customers with innovative tools and technologies. Through her leadership, Zoa is pioneering advancements in energy management to drive sustainability and efficiency in the evolving energy landscape.
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,
Shishir Agrawal
Shishir, Head of Products at Google, is a customer-centric cybersecurity leader. With a $100M product line management and team oversight, he's launched industry-leading Cloud Security solutions, achieving multi-million ARR. His expertise spans GCP, AWS, Azure, and Oracle Cloud, showcasing a blend of business and technical acumen. Known for innovation, Shishir has spearheaded successful software product launches in startup environments.
By the end of the course
you'll be able to...
Master PLG
Fully understand the breadth of product-led approaches, enhancing your competency and broadening your skill set.
Implement strategies
Apply the common components of PLG with proven strategies, driving the growth of your organization effectively.
Upskill
Elevate your abilities in every core competency required for your role, making you a sought-after professional in your field.
What's
included
Immerse yourself in a robust curriculum, crafted to offer a deep understanding of product-led growth, its history, and real-world applications.
Engage in hands-on coursework throughout the course to consolidate learning as well as exams designed to help you gauge your learning progress and get you closer to certification.
Benefit from our practical templates, ready to be applied in your daily job. They're tried and tested to help you streamline your processes effectively.
Gain access to hours of bonus footage, loaded with expert insights and tips. You'll hear from notable industry figures on how they've achieved success.
Enjoy uninterrupted, 24/7 access to all course material, letting you learn at your own pace, on your own schedule.
Earn a prestigious product-led growth certification upon completion, setting you apart in your profession and signaling your expertise to employers.
Get access to the largest PMM community in the world. Connect, network, and learn from other professionals in the product-led arena.
Receive dedicated support throughout your learning journey. We're here to answer your queries and ensure you have a smooth, enriching experience.
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+ 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
Get this course plus 25 others,
with Exec+ membership
Discover how our Exec+ 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
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 course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Competitive edge: Own the PLG motion in your company and bring PM and PMMS together, with a shiny new certificate to show for it.
Practical learning: Our hands-on approach ensures you can directly apply your knowledge to the job, bridging the gap between theory and practice for real-world impact.
Industry insights: Our course provides insider access to expert insights and successful case studies in the industry, allowing you to learn from the best in the field.
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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
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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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
This course is perfect for product managers, product operations, UX professionals, and product marketers, anyone looking to take the lead on their company’s product-led motion. If you're in an allied role, like a UX designer, and are keen to move in a product-led direction, you'll find it really valuable too!
The course is self-paced, so it really depends on how quickly you absorb the material. We've designed it to be comprehensive yet flexible, so you can fit it around your schedule.
Once you've completed the course, you'll be awarded your product-led growth certification! This will show off your newly acquired skills and knowledge, giving you an edge in your professional career.
We encourage questions and foster an interactive learning environment. Throughout the course, you'll have opportunities to engage with instructors and fellow students. So, feel free to ask away and ignite insightful discussions. We're here to support your learning journey!
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.
