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your boss
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Achieve product marketing
excellence with our team certification.
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Course
overview
Ready to get your whole team up to speed in product marketing? Welcome to Product Marketing Certified: Core, your go-to course for mastering this fast-evolving field.
We’ll guide your team through every facet of product marketing, from research and pricing to positioning and onboarding, eliminating all ambiguity and boosting their confidence.
If your team members are struggling with different levels of understanding or are simply not on the same page, we're here to help.
Our alumni call our course 'invaluable' - and we think you will too. Enroll today and empower your product marketing team to be the best it can be.
Chapters
- What is product marketing?
- Product marketing career table
- Portfolio messaging
- Product marketing framework
- PMA's product marketing playbook
- The product lifecycle
- The difference between a PM and PMM
- How to work with product
Chapters
- Research overview
- B2B versus B2C
- Customer research
- Qualitative vs quantitative
- Win-loss interviews
- Customer feedback
- Observations + the rest of your market
- Competitor intel
- Validation
- Building a business case
Chapters
- Pricing basics
- How to take ownership of pricing
- Calculating your baseline
- Cost-plus pricing
- Competitor-based pricing
- Value-based pricing
- Dynamic pricing
- Price sensitivity surveys + conjoint analysis
- Max Diff method
Chapters
- An intro to OKRs
- GTM OKRs
- Sales enablement OKRs
- Lead-gen OKRs
- Product adoption OKRs
- Reporting + communication
Chapters
- What are personas?
- B2B versus B2C personas
- Persona template
- Buyer vs user personas
- Creating personas
- How to use personas effectively
- What is Jobs-To-Be-Done?
- Ideal customer profiles
Chapters
- Positioning overview
- Positioning fundamental
- Show to approach positioning
- Understanding messaging
- SurveyMonkey's 7-step messaging process
- Storytelling framework
Chapters
- GTM overview
- Marketing channels
- Field marketing
- Partner marketing
- The difference between PMM and solutions marketing
- Technical PMM versus traditional PMM
- Go-to-Market process
- GTM for start-ups
- Acquisition + engagement channelsBeta testing
- Timing your launch
- Communicating your GTM strategy
Modules
- Why communication's so important
- 11 tips to communicate better
- How to work with sales, marketing and engineering
Modules
- The role of sales enablement
- Sales enablement tactics
- Creating a playbook from scratch : Lesson Learned - Darlene Samer, Yelp
- sales enablement fundamentals
- Getting sales teams bought in
- Measuring sales enablement
- Sales enablement platforms
Modules
- Onboarding examples
- Onboarding framework
- Onboarding best practices
- Retention tactics
- Customer case studies
- Analysis fundamentals
- Areas to analyse
- A/B testing
- Cohort analysis
Chapters
- What is product marketing?
- Product marketing career table
- Portfolio messaging
- Product marketing framework
- PMA's product marketing playbook
- The product lifecycle
- The difference between a PM and PMM
- How to work with product
Chapters
- Research overview
- B2B versus B2C
- Customer research
- Qualitative vs quantitative
- Win-loss interviews
- Customer feedback
- Observations + the rest of your market
- Competitor intel
- Validation
- Building a business case
Chapters
- Pricing basics
- How to take ownership of pricing
- Calculating your baseline
- Cost-plus pricing
- Competitor-based pricing
- Value-based pricing
- Dynamic pricing
- Price sensitivity surveys + conjoint analysis
- Max Diff method
Chapters
- An intro to OKRs
- GTM OKRs
- Sales enablement OKRs
- Lead-gen OKRs
- Product adoption OKRs
- Reporting + communication
Chapters
- What are personas?
- B2B versus B2C personas
- Persona template
- Buyer vs user personas
- Creating personas
- How to use personas effectively
- What is Jobs-To-Be-Done?
- Ideal customer profiles
Chapters
- Positioning overview
- Positioning fundamental
- Show to approach positioning
- Understanding messaging
- SurveyMonkey's 7-step messaging process
- Storytelling framework
Chapters
- GTM overview
- Marketing channels
- Field marketing
- Partner marketing
- The difference between PMM and solutions marketing
- Technical PMM versus traditional PMM
- Go-to-Market process
- GTM for start-ups
- Acquisition + engagement channelsBeta testing
- Timing your launch
- Communicating your GTM strategy
Modules
- Why communication's so important
- 11 tips to communicate better
- How to work with sales, marketing and engineering
Modules
- The role of sales enablement
- Sales enablement tactics
- Creating a playbook from scratch : Lesson Learned - Darlene Samer, Yelp
- sales enablement fundamentals
- Getting sales teams bought in
- Measuring sales enablement
- Sales enablement platforms
Modules
- Onboarding examples
- Onboarding framework
- Onboarding best practices
- Retention tactics
- Customer case studies
- Analysis fundamentals
- Areas to analyse
- A/B testing
- Cohort analysis
Our stats
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“Deep and rich knowledge packaged up. Alex presented in a highly engaging and positive style. Templates and tools are highly relevant and practical.”
Asif Chaudhry
Global Director, Product Marketing & Propositions
"It is an excellent course - for beginners as well as experiences PMM candidates. A very well structured and executed program!"
Sandeep Rath
Senior Director, Global Product Marketing
"I started the Product Marketing Core program wishing to learn at least one of the various activities a Product Marketer does. I finished it by feeling confident enough to take on any job in the area. All the coursework makes you reflect upon the process and already get some experience on the job, also the mentor sessions are a unique opportunity to meet different minds and exchange rich experiences. Absolutely recommend!"
Gympass
Global Product Marketing Specialist
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,
Susan 'Spark' Park
Susan is a seasoned strategist adept at leveraging customer and industry insights to drive exponential revenue and usage growth. Recognized as one of the most Influential Product Marketers by the Product Marketing Alliance and a top Product Marketing Mentor by Sharebird, her expertise is widely acknowledged. Currently serving as a Non-Executive Director/Board Member at Mobilus Labs, Susan brings a wealth of experience and strategic acumen to her role, shaping the company's trajectory with her insights and leadership.
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
An accomplished product marketing leader, Mary has vast experience launching new products, positioning for growth, and creating Go-to-Market strategies that span the entire organization. She is the author of the #1 Amazon best-seller “The Pocket Guide to Product Launches,” and the host of the highest-ranked product marketing podcast, Women in Product Marketing.
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,
Francisco T. Bram
Francisco is a highly accomplished marketing leader, currently serving as the Vice-President for Marketing for Albertsons Companies. Francisco has over 15 years of experience growing brands, products and customers across Tech, Health and Retail.
Francisco has helped organizations of all sizes launch and grow adoption for more than 25 products globally. His impact on organizations is undeniable, with more than $5B in topline revenue directly attributed to his marketing efforts.
Recognized twice as a top 100 product marketing influencer and three times as a top product marketing mentor, he has an unmatched passion for marketing and a laser focus on delivering results.
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,
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,
Natalie Louie
Natalie is a marketing strategist known for connecting with audiences through compelling storytelling. She excels in building and managing teams, crafting marketing playbooks, and driving consistent messaging across customer touchpoints. Her superpower lies in creative subscription pricing strategies, driving revenue growth for SaaS companies. With experience in event planning, Natalie helps organizations drive awareness and engagement through visually appealing experiences.
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,
Tamara Grominsky
Tamara is the driving force behind PMM Camp, the premier destination for product marketing leadership. Her mission is to ignite individuals' passion for product marketing, foster meaningful connections, and assist them in excelling in their careers. Whether you join her vibrant community, subscribe to her insightful weekly newsletter, or engage her as your personal coach, Tamara is committed to helping you blaze a trail to PMM leadership. She aims to construct impactful careers with the best strategies around.
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,
Misha Rangel
Misha is an accomplished leader and strategist with a proven track record of driving success. With a background spanning IBM, OutboundEngine, and Invodo, Misha excels in global product marketing and strategic initiatives.
Her enthusiasm for testing new theories, coupled with her knack for solving complex problems, sets her apart. Her direct and pragmatic approach, backed by data-driven insights, ensures effective decision-making. As a leader, she fosters growth, empowering her team to make significant impacts. Her hands-on leadership style and dedication to results have led to remarkable achievements, including record-breaking revenue 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,
Kushagra Sharma
Kushagra Sharma, a seasoned Product Manager at VMware, brings a wealth of experience in product marketing and SaaS transformation. With a background in spearheading the Anywhere Workplace portfolio in APJ markets, Kushagra specializes in VDI, UEM, and EPP product lines. His expertise extends to Tanzu Observability by Wavefront, empowering developers and SREs to navigate Kubernetes and Cloud environments efficiently. Through roles within VMware's Global Marketing Org, Kushagra focused on Product Led Growth strategies for SaaS products, showcasing his dedication to innovation and market expansion. Kushagra is committed to driving success and fostering collaboration in every endeavor.
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,
Darlene Samer
Darlene Samer is a strategic sales leadership and learning and development expert with over 15 years of experience in driving sales growth for global technology organizations. As a senior leader and global training visionary, Darlene is renowned for designing innovative large-scale development programs that result in higher revenues and increased client engagement. With a strong record of accomplishment in empowering executives, global leaders, and teams, she specializes in strategic, practical, and culture-building initiatives that yield business results swiftly. Darlene's career is distinguished by her expertise in organizational diagnosis and innovative solution design.
By the end of the course
you'll be able to...
Master PMM
Equip your team with a 360-degree understanding of product marketing fundamentals.
Crack the market
Learn effective research, pricing, and positioning strategies – and much more – to make your products a hit.
Speak a unified language
Understand the unique language and key concepts of product marketing, enhancing your team’s communication.
What's
included
11 comprehensive modules covering every aspect of product marketing, from research and pricing to onboarding – designed to get your whole team speaking the same language.
8 optional but highly recommended tasks to help your team put theory into practice and create a ready-to-use pack of materials to implement in your company.
Lifetime access to 20+ tried-and-tested customizable templates, designed to streamline your processes and enhance your team’s efficiency.
Learn at your own pace with our OnDemand option, or let us guide your team together with a Live and Online or Live and In-Person program.
Get all your team’s questions answered by top product marketing experts with regular support sessions.
Access to the PMMC alumni channel, where your team can continue networking and learning from certified peers long after the course is over.
Always stay abreast of the latest in product marketing with lifetime access to course content. We update our content quarterly to reflect new trends and developments in the field.
Upon successful completion of all exams, earn an official certificate recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD), as well as the likes of Hubspot, Salesforce, and TikTok.
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
Get to grips with real-life product marketing scenarios.
Empower your team with the tools they need to shine.
Drive impact across your organization.
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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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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
Absolutely! As well as having the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is recognized by the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).
Anyone in the field of product marketing or transitioning to this role. If they're relatively new to product marketing, it’ll upskill them in areas they have less experience. If they're a product marketing veteran, it’s a great refresher on current trends and new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest companies.
Take a look!
- Module one: Research
- Module two: Pricing
- Module three: OKRs
- Module four: Personas
- Module five: Positioning and messaging
- Module six: Go-to-market
- Module seven: Communication
- Module eight: Sales enablement
- Module nine: Onboarding
- Module ten: Analysis and optimization
- Module eleven: The wrap-up
Yes! You receive an official CPD- and CIM-accredited Product Marketing Certified: Core certification upon passing all exams.
Yup! Contact us for information on special team rates.
That’s up to you! We understand that everyone has unique schedules and learning speeds, so we offer a 100% OnDemand course, allowing you to learn at your own pace.
Alternatively, you can opt for a live and online part-time course so your team can spread out its learning over four structured weeks. Or, you can book one intensive day’s learning to get your whole team up to speed in one fell swoop! You can even do it in person if you prefer! If you drop Tom a line on t.madden@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
There is about two solid days’ worth of content, but how long it takes to complete will vary depending on your pace. We’ve created the course in a way that’s easy for you to chip away at as and when you want, and each module can be completed in total isolation.
No, but you will qualify for a discounted PMA membership plan, which includes access to mentorships!
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
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
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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