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:
There's a lot of buzz about product marketing and what it entails. Our certification's here to set things straight. Dive into an immersive experience covering everything from market research and pricing strategies to positioning and onboarding.
Beyond the theory, we roll up our sleeves with hands-on activities, expert tuition, and engaging Q&A sessions. But what's in it for you? First, you'll master essential PMM skills, boosting your market value and confidence.
Plus, this certification is the key to getting your entire team aligned on PMM's core principles. With everyone in sync, you'll foster a unified approach to product launches, campaigns, and strategies. So, if you’re looking to enhance your skill set and ensure everyone's marching to the same beat, you're in the right place.
Welcome
Research
Pricing
OKRs
Personas
Positioning & messaging
Go-to-Market
Communication
Sales enablement
Onboarding
Analysis & optimization
AM Session
Welcome
Research
Pricing
PM Session
OKRs
Personas
AM Session
Positioning & messaging
Go-to-Market
Communication
PM Session
Sales enablement
Onboarding
Analysis & optimization
Welcome
Research
Pricing
OKRs
Personas
Positioning & messaging
Go-to-Market
Communication
Sales enablement
Onboarding
Analysis & optimization
Welcome
Research
Pricing
OKRs
Personas
Positioning & messaging
Go-to-Market
Communication
Sales enablement
Onboarding
Analysis & optimization
Objectives and key results
Personas
Positioning & messaging
Go-to-Market
Communication
Sales enablement
Onboarding
Analysis & optimization
"PMA delivers real-world leadership training from proven specialists
Once again, the Product Marketing Alliance has delivered an excellent course based on real-world experience and leadership.
Highly recommend anyone wanting to further their leadership aspirations to learn from these existing proven performers and raise your own bar."
Andrew Hatfield
Deepstar Strategic
"I found the course to be highly instructive. I thought the facilitator/instructor was very knowledgeable, engaging, informative, and clear. Definitely enjoyed the course."
Antonio Diep
ToastTab
"I loved the in-person version of the course. I bought the course online first and it was really dry and hard to get through. Switching to in-person had so many more benefits and excelerated my learning."
Ariana Calligaro
Fellow App
We meet online over the period you've chosen and cover the outlined modules, exams, and coursework plus have time for a Q&A session(s) with your expert instructor.
After every session, you’ll be given optional extra materials. You'll also have the option to join mentorship calls every Thursday.
After your last session (provided you pass the exams), you’ll be officially Product Marketing Certified!
Here at PMA, you can 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.
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.
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.
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.
Introducing Aaron Brennan, an accomplished Product and Product Marketing executive with a stellar track record that speaks volumes. A four-time recipient of the prestigious Top 100 Product Marketing Influencer of the Year award, Aaron has consistently demonstrated a rare blend of strategic prowess and marketing acumen.
With a wealth of experience garnered from renowned tech giants including Google, Lastpass, and Dropbox, Aaron's journey in the computer software industry is nothing short of extraordinary. His role as Director of Product Marketing has been marked by an unwavering commitment to excellence and a knack for navigating the complexities of the ever-evolving tech landscape.
Aaron's expertise extends beyond the ordinary, showcasing a proficiency in Digital Strategy, Messaging and Positioning, Product Led Growth, and Product Adoption. His strategic vision has not only propelled products into the limelight but has also left an indelible mark on the industry. Aaron Brennan is not just a professional; he is a force to be reckoned with in the world of product marketing, setting new standards and inspiring others to reach greater heights.
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.
Sapphire's the Director of Portfolio and Integrated Marketing at Pluralsight, where she leads the teams responsible for evolving the company's story as a multi-product platform, and creating/deploying globally integrated marketing programs.
As a sales enablement specialist, Sapphire’s a creative thinker within the realistic scope of an analytical mind. She enjoys telling stories fueled by data and empathy and is au fait with sales enablement best practices.
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.
After seven years at adidas global HQ specializing in product marketing and innovation, developing cutting-edge products for major events, Elliott then spent three years in Amsterdam spearheading ASICS global running apparel and developing sustainable products. He later transitioned to the Tech industry, leading marketing teams and building strategies for brands like Babbel and ARION where he currently serves as CMO. Elliott believes, “The best products have authenticity at their core. There are few things that can't be improved and innovated within product marketing via a clearer understanding of your brand purpose.”
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.
Sonduren is a renowned product marketing leader with over a decade of experience in B2B SaaS product marketing within the computer software industry. With a strong foundation in marketing strategy, team building, and cross-functional stakeholder management, Sonduren excels in orchestrating seamless go-to-market campaigns and product launches for high-growth technology companies at various stages. Holding a Bachelor of Accounting (Honours) from Brock University, Sonduren brings extensive knowledge in accounting and finance, with expertise in corporate finance, taxation, audit, business spend management, and procurement.
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.
Div currently serves as Director of Product Marketing at Celigo and is an expert in residence at Product Marketing Alliance.
Throughout her career, she’s led B2B SaaS product marketing efforts in startups and Fortune 500 technology companies in collaboration with product, sales, and marketing teams. Div enjoys sharing experiences on career growth, authentic leadership, mindfulness, mental well-being, stress and anxiety, and product marketing.
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.
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.
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.
Tania is a dynamic Product Marketing Lead currently spearheading initiatives at Qwilr, a Series A startup, after a successful stint at Atlassian as a PMM. With an openness to fractional product marketing engagements, she actively supports startups in refining their GTM essentials.
With extensive experience in product marketing, Tania specializes in market research, competitive intelligence, go-to-market strategy, positioning, messaging, and customer retention. Her approach involves delving deep into the core of the problem, gaining profound insights into the customers' mindset, and skillfully weaving narratives to present facts and evidence in a compelling manner.
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.
Harvey is a seasoned professional dedicated to empowering individuals and organizations through the art of product marketing. With a career spanning over 25 years, Harvey has held senior roles in Product Marketing at renowned companies including Virgin, Microsoft, Kaspersky, Avast, and Seiko Epson. His expertise lies in demystifying product marketing, transforming it into a results-driven superpower.
Throughout his career, Harvey has demonstrated a remarkable ability to help businesses of all sizes and growth stages unlock the true value of their products or services. Whether working with Start-Ups, Scale-Ups, or Corporate entities, Harvey brings a wealth of experience.
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.
Rich has a keen focus on delivering key outcomes, building amazing teams, and quickly adapting to new learnings.
Throughout his career, he’s enjoyed working in a mix of positions - product management and marketing, engineering, and strategy, but like many of our members, he found ‘his tribe’ when setting up Product Marketing Alliance.
Over the years, his personal and professional experiences have taught him:To put the customer at the center of all that you do,Going with your gut instinct is good, but seek data for better decisions,To learn to speak tech and exec, andTell great narratives that motivate.
Product marketing is a multi-faceted role with many concepts to cover so you can launch successful products, satisfy your customers, and be acing your career.
This framework helps you navigate all those concepts through five fundamental stages. For each of the stages: discover, strategize, define, get set, and grow, you'll journey through to boost your understanding of pivotal topics.
By understanding each topic on the framework, you'll increase your competency every time to become a well-rounded product marketer.
Equip yourself and your team with the info needed through customer feedback and competition research to formulate a strategy that’s relevant to your product and market.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Fail to prepare, prepare to fail. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards creating a winning master plan.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define your market, identify your personas, and apply valuable insights gained in the discovery process to shape the customer journey and craft appropriate communication strategies.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.
Sales assets
Training
Sales enablement sessions
Marketing
Prolong your efforts with a post-launch process to ensure your product goes from strength to strength through analysis, optimization, feedback loops, and customer advocacy.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
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.
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
Item text here
No need to worry about buying a course that you won’t use. Attend the dedicated session(s) you’ve committed to.
Learn from the experience of and ask your expert instructor questions if you get stuck or to help solve your real-life challenges in your role.
50% of info is forgotten within an hour - unless you’re learning with us. We drive long-lasting change with science-backed teaching methods.
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
Exclusive content, framework and templates
250+ hours of video content
PMM summits OnDemand
300+ PMM slide decks
Access to PMM mentors
PMM learning paths
PMM learning paths
Peer advisory councils
40% discount on in-person PMA summits
Discount on PMM certification
Lifetime access to individual course bought
Get exclusive content based on your course
Access to PMM Mentors
Whether you’re tuning in live or want unlimited access to all member benefits, s
elect the plan that’s best for you...
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
Exclusive content, framework and templates
250+ hours of video content
PMM summits OnDemand
300+ PMM slide decks
Access to PMM mentors
PMM learning paths
PMM learning paths
Peer advisory councils
40% discount on in-person PMA summits
Discount on PMM certification
Access to all presentations - live broadcast only
Ask your questions to industry leaders
Be part of the product marketing community and network with peers. Limited to live broadcast only
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:
,
Mentor and Coach, Cambridge Judge Business School
Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.
Mentor and Coach, Cambridge Judge Business School
Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.
Head Product Marketing and Research, StyleSeat
Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.
Head Product Marketing and Research, StyleSeat
Meenal is seasoned Product Marketing leader with over 16 years of experience across B2B and B2C industries, specializing in strategic, customer-first approaches that shift Product Marketers from collateral creators to thought partners. Skilled in all aspects of product marketing, from ideation to launch and recognized as a Top 100 Product Marketing Influencer.
Senior Product Marketing Manager, Motive
Crystal is a seasoned Fintech/Insurtech Product Marketing Leader driven by a deep-seated passion for understanding and fulfilling customer needs. Her expertise lies in generating substantial momentum for new product launches through meticulous planning, development, and execution of brand, go-to-market, and CRM marketing strategies, all meticulously aligned with enterprise objectives.
Drawing upon data and analytics, Crystal is adept at driving informed business decisions and offering continuous recommendations to optimize marketing outcomes.
GTM Startup Advisor & Mentor, Techstars
Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.
GTM Startup Advisor & Mentor, Techstars
Ginevra's marketing experience spans e-commerce, cybersecurity, and fintech in Luxembourg, Hong Kong, and Dublin. Previously at Amazon and later busy marketing a VPN to technical audiences in 16 markets, Ginevra is currently a Developer Platform PMM at Square, working on cracking developer engagement in Europe. Data geek at heart, she is also very fond of user interviews and always loves a good tech trade show.
Founder & President, ADE Imports
Brett is a brand-building and go-to-market specialist with extensive global marketing experience. He has worked with top brands like Gillette, Old Spice and EA Sports. Throughout his career, Brett has led initiatives across the entire product marketing lifecycle, from consumer-driven product development to market launches, often collaborating with globally dispersed teams. Passionate about storytelling, Brett helps bring big ideas to life and successfully launches products into the market.
Founder & President, ADE Imports
Brett is a brand-building and go-to-market specialist with extensive global marketing experience. He has worked with top brands like Gillette, Old Spice and EA Sports. Throughout his career, Brett has led initiatives across the entire product marketing lifecycle, from consumer-driven product development to market launches, often collaborating with globally dispersed teams. Passionate about storytelling, Brett helps bring big ideas to life and successfully launches products into the market.
,
,
,
,
,
,
,
,
,
Senior Product Marketing Manager, VelocityEHS
Leveraging B2B marketing expertise to create and execute impactful go-to-market strategies for the leading cloud-based environmental, health, and safety software. Anna works with cross-functional teams to deliver compelling messaging, positioning, and content that differentiated our products and solutions in the market and drove customer engagement and retention.
Mentor and Coach, Cambridge Judge Business School
Collette is an experienced product marketing leader. Her previous experience includes working as a VP of marketing in a scale-up organisation to help them in understanding their identity and to develop their long-term strategy.Her experience also includes strategic roles in consultancies supporting both global organisations and start-ups. She was named as one of the Top 100 Product Marketing Influencers globally in 2020.
Sr. Director of Product Marketing, Airbase
Sonduren is a renowned product marketing leader with over a decade of experience in B2B SaaS product marketing within the computer software industry. With a strong foundation in marketing strategy, team building, and cross-functional stakeholder management, Sonduren excels in orchestrating seamless go-to-market campaigns and product launches for high-growth technology companies at various stages. Holding a Bachelor of Accounting (Honours) from Brock University, Sonduren brings extensive knowledge in accounting and finance, with expertise in corporate finance, taxation, audit, business spend management, and procurement.
,
,
,
,
,
,
,
,
,
Approx. 12+ hours
Approx. 3+ hours
Approx.
Approx. 8+ hours
Approx. 12+ hours
Approx. 6+ hours
Approx. 5+ hours
Approx. 35+ hours
Approx. 4+ hours
Approx. 6+ hours
Approx. 1.5+ hours
Approx. 3+ hours
Approx. 4+ hours
Approx. 5+ hours
Approx. 4+ hours
Approx. 13+ hours
Approx. 3+ hours
Approx. 4+ hours
Approx. 3+ hours
Approx. 5+ hours
Approx. 4+ hours
Approx. 3+ hours
Approx. 7+ hours
Approx. 3+ hours
Approx. 4+ hours
Approx. 4+ hours
Approx. 3+ hours
Approx. 2+ hours
Approx. 8+ hours
Approx. 4+ hours
Approx. 3+ hours
Approx.
Approx. 10+ hours
Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
Yep, it sure is. As well as getting the seal of approval from orgs like HubSpot, Facebook, TikTok, Salesforce, Sky, and more, Product Marketing Certified: Core is accredited by both the Chartered Institute of Marketing (CIM) and Continuing Professional Development (CPD).
Anyone with an interest in product marketing. If you’re looking to transition into the industry, it’ll arm you with that all-important foundational layer of intel to hit the ground running. If you’re relatively new to product marketing, it’ll up-skill you in areas you might not have quite so much practical experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and potential new practices. And for everyone, it’s an awesome opportunity to learn from senior-level PMMs from some of the world’s biggest businesses.
Each session will be a mix of your instructor going through the course content, you and your classmates asking questions (and getting answers!), practical tasks, and setting and going through coursework assignments.
It's not mandatory, but we'd highly recommend getting stuck in. These live and online sessions have been designed to bring even more interactivity to Product Marketing Certified: Core, and give you plenty of actionable takeaways. The more you put in, the more you get out, so we strongly encourage everyone to complete any coursework and get involved with the Q&As when they're happening.
If you pick a program that fits your schedule, hopefully this won't happen. However, we totally understand that things sometimes come up, so we record all our sessions. That way, if you're unable to attend one week, you can still get access to all the content and Q&As, and find out about any coursework.
You don't have to. However, we do recommend it. Being able to see everyone will help you and everyone else replicate that in-person classroom environment, and provide your instructor with more visual cues. That said, we don't want anyone to feel uncomfortable, so if you don't want your camera on, please don't feel pressured!
This course is pretty darn comprehensive, if we do say so ourselves. From research through to optimization it covers the A to Z. However, as there are so many facets to product marketing, it’s very much more focused on the essentials.
Yep! Drop Matt a line on m.booth@pmmalliance.com and let him know what you want, and he'll put a personalized package together for you. FYI, these don’t just have to be online and live either, they can be online + on demand or live + in-person, too.
That’s right! Anyone who takes part in the Product Marketing Certified Core program will be eligible for a discount on our membership plans – which include exclusive content, even more templates and frameworks, mentors, OnDemand videos, and more. For more details about what’s included within the subscriptions head here.
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.