Pioneering product marketing leadership training
Learn from top-tier brands, enhance your leadership skills, and elevate your strategies with our comprehensive product marketing leadership training.
Course overview
Ready to become a standout product marketing leader? You've come to the right place. Product Marketing Certified: Leadership is tailor-made for aspiring managers and current team leads.
We'll guide you through the vital hard and soft skills you need, leveraging the experience of leaders from top brands like LinkedIn, Hotjar, and Shopify. From refining your leadership style to strategic thinking and building a high-performing team, we've got you covered.
Our aim? To help you lead with authority, influence, and innovation. It’s time to become the leader you aspire to be.
Curriculum
The curriculum is divided into several modules, including:
Introduction
Introduction
Chapters
The definition of leadership
Product Marketing Strategy: Learn to develop robust product marketing strategies.
Product Marketing Strategy: Learn to develop robust product marketing strategies.
Chapters
Creating a product marketing strategy
Driving strategy with product marketing
Segmentation
Customer segmentation [Q&A with Unbounce]
Changes to your messaging
Your approach to positioning
Indoctrinate your team in your strategy
Consistency in your content
Bonus: PMM strategies for mobile apps [Etsy]
Bonus: PMM strategies for a freemium product [HubSpot]
Fireside chat: Phill Agnew at Hotjar
Fireside chat: Devon O'Rourke at Fluvio
The unique challenges/opportunities of leading at a start-up
Fireside chat: Jeff Schaffzin at Genysys
Bonus: A start-up strategy slide deck
Exam
Building a Product Marketing Team: Understand how to create and manage a successful product marketing team.
Building a Product Marketing Team: Understand how to create and manage a successful product marketing team.
Chapters
Building a product marketing team
Product marketing team structures
PMM team structures [examples]
A new function for PMM?
How to structure your PMM team internally
Bonus: How to build and structure a PMM team
Bonus: Built to scale - product marketing at Uber
The recruitment process
Interview questions & tasks
Fireside chat: Tamara Grominsky at Unbounce
Fireside chat: Jennifer Bunting at LinkedIn
Exam
Team Management: Gain skills in effective team management to maximize productivity and collaboration.
Team Management: Gain skills in effective team management to maximize productivity and collaboration.
Chapters
Defining your leadership style
Hard' and 'soft' leadership skills
Hard & soft skills [Q&A with Uber]
Developing an existing teamRetaining and upskilling top talent
Developing a high performance team
Delegation and briefing
Fireside chat: Tamara Niesen at Shopify
Bonus: Leading, building, and growing great PMMs [Airslate]
Exam
Pricing, Budgets & Impact: Learn how to manage pricing strategies, budgets, and measure the impact of your decisions.
Pricing, Budgets & Impact: Learn how to manage pricing strategies, budgets, and measure the impact of your decisions.
Chapters
Pricing, budgets & impact
Pricing strategies
Bonus: How to get a seat at the pricing table
Bonus: pricing and packaging roadmaps to grow revenue [Zuora]
Product marketing + pricing [Q&A with Toast]
Bonus: The psychology behind pricing [Brandwatch]
Exam
Data: Discover how to leverage data to inform your decisions and drive measurable results.
Data: Discover how to leverage data to inform your decisions and drive measurable results.
Chapters
Being data-driven
The data your leaders care about
Tying PMM to revenue
Handling objections
Your dashboard and messaging success
Data visualization
Fireside chat: Aaron Brennan at airSlate
Exam
Project Management & Go-to-Market: Master project management and develop go-to-market strategies.
Project Management & Go-to-Market: Master project management and develop go-to-market strategies.
Chapters
Your role as a project leader
Goals and prioritization
Motivation and cohesion
Planning and execution
Discuss pricing and packaging early
Product launches
Fireside chat: Yoni Solomon at Uptime
Fireside chat: Chris Hines at ZScaler
Exam
Influence & Being Cross-Functional: Learn how to engage stakeholders and work cross-functionally to achieve your goals.
Influence & Being Cross-Functional: Learn how to engage stakeholders and work cross-functionally to achieve your goals.
Chapters
Level-up your ability to influence people
Owning your professional development
Cross-functional relationships
Analyst relationsProduct-led growth
Bonus: Product-led growth - the rise of the user [OpenView]
A PMMs guide to product-led growth
Exam
By the end of the course, you'll be able to...
 Leverage dataHarness the power of data to inform your decisions, drive measurable results, and demonstrate success. |
 Engage stakeholdersEffectively engage with stakeholders, gain buy-in for your initiatives, and ensure you’re involved in all important strategic conversations.
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 Lead effectivelyLead teams with maximum impact, influence, and confidence to consistently deliver results that improve your company's bottom line. |
What's included
Content
Benefit from 12+ hours of structured and comprehensive course content designed to build your leadership acumen.
Application
This isn’t just textbook theory. Apply practical context to theoretical concepts with real-life case studies from experts who’ve been there and done that.
Insights
Gain exclusive insights from successful leaders at organizations like Shopify, LinkedIn, and Gympass to learn from their real-life experience and expertise.
Flexibility
100% self-paced learning allows you to digest the course material at a time, pace, and place that works for you.
Templates
Enhance your efficiency with 14 tried-and-tested customizable templates you can use and apply to your role the very same day.
Exams
Tackle 79 exam questions to consolidate your learning, shape your understanding and application, and test your grasp of the course curriculum.
Certification
Amplify your career prospects with an official certification when you pass all the exams.
Access
Enjoy lifetime access to all course content – including future updates – for lifelong learning. Plus, get access to the #1 PMM community in the world to support you every step of the way.
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.
Get this certification plus 25 others with Pro+ membership
Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.
Exec+ membership$250/month (billed annually)Annual subscription with access to every course, a yearly Summit, workshops, peer groups, dinners, exclusive leadership events, and more,
✅25+ courses (incl. updates and future releases)
✅Complimentary access to 1x PMM Summit every year
✅Exclusive PMM Leaders Summit ✅Leadership programs
✅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
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Individual course$1,499 One off paymentOne-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
Implement different leadership styles and guide your teams with confidence, authority, influence and innovation.
Refine your strategic thinking abilities soyou can make more informed decisions to develop robust product marketing strategies.
Real-world knowledge, tools, and insights from leaders at top companies that you can apply directly in your daily work to enhance efficiency and effectiveness.
FAQs
Is Product Marketing Certified: Leadership accredited?
Absolutely. As well as seals of approval from orgs like Hotjar, Etsy, LinkedIn, and more, Product Marketing Certified: Leadership is recognized by the Chartered Institute of Marketing (CIM) and accredited by Continuing Professional Development (CPD).
Who is Product Marketing Certified: Leadership for?
It’s for current and aspiring product marketing leaders. If you’re a current Senior Product Marketer, a Team Lead, or Head of, this course will help you learn from experienced leaders and absorb their tried and tested techniques. If you’re a Director or looking to be more confident as a leader, this course will a) help you identify which skill gaps you need to close to lead with impact and, b) set the foundation for your move into a leadership role.
What will I get out of Product Marketing Certified: Leadership?
This course has been designed to provide you with an evergreen curriculum that enables you with the information, tools, and case studies needed to be the best leader you can be.
Not only does this course bring to light and address all the essential hard and soft skills required to be an amazing PMM leader, but it also draws on decades of experience accumulated by PMM leaders at some of the world’s best-known brands.
Who will I learn from?
As well as our team of internal experts, Product Marketing Certified: Leadership features fireside chats, bonus footage, and infinite insights from PMM leaders at orgs like Sprinklr, Amazon Web Services, Unbounce, Hotjar, Shopify, LinkedIn, Atlassian, Etsy, Uber, HubSpot, and more.
I'd love to get my whole team certified, do you have any discounts on offer?
Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.
What happens if I don’t pass the course 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.
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