Establish your influence with Advanced Product Marketing
Carefully curated for senior PMMs, this course bridges the gap between strategy and execution, setting you up for the next stage of your career.
Course overview
With this Advanced Product Marketing Certification, you'll tackle every product marketing challenge through a unique lens – balancing tactics and strategy. We're talking real-world case studies, tested frameworks, and influencing organizational decisions.
You’ll cover the whole GTM motion, as well as leadership skills, and learn how to build your personal brand. This isn't just about mastering your day-to-day role – it's about setting you up for the next big leap in your career. Ready to dive in?
Curriculum
The curriculum is divided into several modules, including:
Introduction: Overview of advanced product marketing
Introduction: Overview of advanced product marketing
Chapters
Course expectations
Maximizing course benefits
Product marketing perception
Senior PMM career trajectory
Future of Product Marketing
Key takeaways
Strategic Planning and Implementation: Aligning product marketing strategy with business goals
Strategic Planning and Implementation: Aligning product marketing strategy with business goals
Chapters
Strategy vs. tactics recap
Strategic vision importance
Roadmap construction
Fireside chat with Collette Johnson
Delivering strategy effectively
Key takeaways
Coursework
Market and Customer Research: Leveraging data for strategic decision-making
Market and Customer Research: Leveraging data for strategic decision-making
Chapters
Market research fundamentals
B2B vs. B2C vs. B2D distinctions
Primary vs. secondary research
Voice of Customer (VoC) definition
Customer feedback utilization
ROI calculation
Key takeaways
Competitive Intelligence and Analyst Relations: Engaging with industry analysts to enhance market perception
Competitive Intelligence and Analyst Relations: Engaging with industry analysts to enhance market perception
Chapters
Competitive intelligence overview
Win/loss interviews
Presenting CI findings effectively
Fireside chat with Alex McDonnell
Analyst Relations components
Framework elements
Panel discussion
Key takeaways
Segmentation and Personas: Creating detailed customer segments and personas
Segmentation and Personas: Creating detailed customer segments and personas
Chapters
Segmentation basics
Lucrative segment identification
Persona creation process
Data consolidation techniques
Persona sharing strategies
Key takeaways
Positioning and Messaging: Crafting compelling brand messages
Positioning and Messaging: Crafting compelling brand messages
Chapters
Strategic positioning importance
Positioning exercises
Messaging foundation
Proof points gathering
Key takeaways
Narrative Design and Pricing: Developing a cohesive product narrative
Narrative Design and Pricing: Developing a cohesive product narrative
Chapters
Narrative creation process
Internal and external narrative rollout
Pricing strategies overview
Freemium and dynamic pricing
Pricing leadership by PMM
Key takeaways
Metrics and GTM Strategy: Planning and executing go-to-market strategies
Metrics and GTM Strategy: Planning and executing go-to-market strategies
Chapters
OKRs and KPIs importance
Product launch metrics overview
Sales and adoption metrics
Metrics selection framework
GTM alignment and launch phases
Key takeaways
Sales Enablement and Retention: Strategies for customer retention and growth
Sales Enablement and Retention: Strategies for customer retention and growth
Chapters
Sales enablement assets and ownership
Sales process optimization
Customer retention versus loyalty
Retention improvement strategies
Key takeaways
Cross-Functionality and Professional Development: Enhancing your personal brand and leadership skills
Cross-Functionality and Professional Development: Enhancing your personal brand and leadership skills
Chapters
Collaboration importance
Establishing PMM as a strategic partner
Managing up and team motivation
Fireside chat with Dennis Yuscavitch
Personal brand building strategies
Successful PMM personal brand examples
Key takeaways
By the end of the course, you'll be able to...
 LaunchImplement successful product, feature, and market launches using the insights and strategies you'll learn. |
 SucceedKeep products on the market by effectively owning the full customer cycle.
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 LeadBuild and manage high-performing teams, fostering a collaborative, productive environment that fuels your company's growth. |
What's included
Content
20 comprehensive modules and over 350 chapters, each filled with real-world expertise designed to enhance your strategic and tactical skills.
Coursework
16 practical tasks to help you implement what you've learned, cement your understanding, and prepare for real-world product marketing challenges.
Templates
70+ tried and tested templates to streamline your processes and enhance your product marketing proficiency.
Insights
25+ bonus videos featuring exclusive insights from industry-leading product marketers from Microsoft, Peloton, Visa, and more...
Access
Enjoy 100% online, self-paced learning, so whether you're an early bird or a night owl, you can learn at a time and pace that suits you.
Support
Ask any question you like to our community of 50,000+ product marketers and get it answered by the collective knowledge and experience of the #1 PMM community in the world.
Exams
300+ rigorous exams to evaluate your knowledge. Conquer these to show you're ready to apply what you've learned and become Advanced Product Marketing Certified.
Certification
Gain an official certification upon successful completion of the course – a testament to your advanced skills, and a shining addition to your professional profile.
AI-Powered
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
GGet 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.
Pro+ Membership$167 /month (billed annually) Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.
✅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 | Individual certification$1399 One off payment One-off payment and lifetime access to this accredited course.
✅Lifetime access to all course content
✅Access to all future course updates
✅Official certification if you pass the exams
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Course benefits
Master both strategic planning and tactical execution.
Own GTM strategies at companies large and small.
Influence organizational decisions with your PMM prowess.
Choose the way you 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.
| In-person | Live virtual | OnDemand |
Comprehensive curriculum 19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams. |
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Official certification Official CPD & CIM accredited certification. | ✔️ | ✔️ | ✔️ |
Real-time interaction Interact with peers and the instructor live with real-time feedback. |
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Instructor-led Direct support to guide you through the curriculum from a PMM expert. |
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Role play Hands-on activities and tangible exercises. | ✔️ |
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Networking opportunities Build your network with PMMs near you and bond over drinks. |
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FAQs
Who is this Advanced Product Marketing Certified course for?
This course is perfect for seasoned product marketers eager to take their careers to the next level. It deepens tactical skills while developing a strategic mindset, positioning you for long-term career advancement.
How does the Advanced Product Marketing Certified course function?
Entirely online and self-paced, this course fits your schedule. After each module, you'll tackle exam questions. Pass them all, and you'll be Advanced Product Marketing Certified!
Can my whole team get certified? Are there discounts?
Absolutely! We offer customized team packages. Reach out to Matt at m.booth@pmmalliance.com, and he'll create a package just for you.
How long can I access the course content?
Forever! A single payment grants you lifetime access to all course content, including future updates.
What if I don’t clear the exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
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.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.