Convince
your boss
Download
your brochure
Master PLG and put
product at the forefront
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Brought to you,
in partnership with...
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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?
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
- What to expect from PLG Certified
- The origins of PLG
- The hallmarks and benefits of PLG
- Approaches to growth
- The conditions for PLG
- Time to reflect
Chapters
- Moving towards PLG
- Methods and frameworks
- Transitioning to PLG
- PQLs
- Fireside chat: How product marketing integrates with PLG
- Bonus: Building cross-functional alignment
- Exam
- Time to reflect
Chapters
- The groundwork
- Structuring teams
- Coursework
- Product Operations
- Product-market fit
- Fireside chat: The PLG mindset and Product Operations
- Exam
- Time to reflect
- Bonus: Who owns growth?
Chapters
- The new customer journey
- Mapping the journey
- Personas
- Customer centricity
- Bonus: Optimizing customer feedback
- Exam
- Time to reflect
Chapters
- Introduction
- Experience sampling
- Pricing
- Freemium pricing
- Onboarding and conversion
- Improving onboarding and conversation
- Fireside chat: Customer centricity, pricing and collaboration
- Article: Hubspot's growth process
- Bonus: Building a culture of experimentation
- Exam
- Time to reflect
Chapters
- Retention
- Engagement and content
- Advocacy and community
- Measuring your success
- Crafting your own metrics
- Bonus: Which metrics to track to supercharge growth
- Exam
- Time to reflect
Chapters
- Course recap
- Resource library
- Continue your professional development
- Get your certificate
Modules
Modules
Modules
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
- What to expect from PLG Certified
- The origins of PLG
- The hallmarks and benefits of PLG
- Approaches to growth
- The conditions for PLG
- Time to reflect
Chapters
- Moving towards PLG
- Methods and frameworks
- Transitioning to PLG
- PQLs
- Fireside chat: How product marketing integrates with PLG
- Bonus: Building cross-functional alignment
- Exam
- Time to reflect
Chapters
- The groundwork
- Structuring teams
- Coursework
- Product Operations
- Product-market fit
- Fireside chat: The PLG mindset and Product Operations
- Exam
- Time to reflect
- Bonus: Who owns growth?
Chapters
- The new customer journey
- Mapping the journey
- Personas
- Customer centricity
- Bonus: Optimizing customer feedback
- Exam
- Time to reflect
Chapters
- Introduction
- Experience sampling
- Pricing
- Freemium pricing
- Onboarding and conversion
- Improving onboarding and conversation
- Fireside chat: Customer centricity, pricing and collaboration
- Article: Hubspot's growth process
- Bonus: Building a culture of experimentation
- Exam
- Time to reflect
Chapters
- Retention
- Engagement and content
- Advocacy and community
- Measuring your success
- Crafting your own metrics
- Bonus: Which metrics to track to supercharge growth
- Exam
- Time to reflect
Chapters
- Course recap
- Resource library
- Continue your professional development
- Get your certificate
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.
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: 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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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 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.
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