Deliver seamless and impactful Go-to-Market strategies
Your roadmap to strategic product launches and continued market success begins right here. Elevate your go-to-market expertise with our comprehensive go-to-market course and certification.
Course overview
Product launches can be the perfect time to show what you can do as a product marketer, but there are risks involved.
Ensuring your go-to-market strategy is top-notch can mitigate these risks, and with this certification, we can empower you to get your launch on the path to growth and success every time.
We cover the full GTM motion, from pre-launch to post-launch, and provide you with downloadable templates and frameworks to take away and implement in your organization.
The result? You’ll be influencing growth and pricing decisions with your PMM prowess in no time.
Whether you’re starting a new project from scratch or amending an existing model, this certification will equip you with everything you need to become a go-to-market expert. Ready to become a PMM pro?
Curriculum
Introduction: Understanding GTM and its importance
Introduction: Understanding GTM and its importance
Chapters
What to expect from this course
How to get the most out of this course
Your course pack
Resource library
What is GTM and why does it matter?
How to define a successful launch
How PMM changes as your company scales
Why GTM fails
Key takeaways
Time to reflect
GTM Motion Within Specific Org Types: Adapting GTM strategies to different organizational structures
GTM Motion Within Specific Org Types: Adapting GTM strategies to different organizational structures
Chapters
SaaS versus physical products
Go-to-Market within PLG
Product-led GTM metrics
GTM within community-led
Community-led metrics
GTM for B2B
GTM for B2C
GTM for B2D
GTM for start-ups and new markets
Metrics to track for B2B, B2C and B2D
Key takeaways
Coursework
Exam
Bonus: Launching a product in APAC markets [Wise]
Pre-Launch Strategy: Crafting a compelling value proposition
Pre-Launch Strategy: Crafting a compelling value proposition
Chapters
Establishing alignment
How to prioritize products and features
Tiering your product launch
Pre-order marketing for launches
Creating differentiation
How to build a launch roadmap
Defining your target audience through VoC
Segmenting messaging before launch
Beta testing
Limited availability/soft launch
Defining sales strategy
10 PMM KPIs to track success
Key takeaways
Coursework
Exam
Bonus: Becoming the voice of the customer [Entrust]
Fireside chat: Kavya Nath at Meta
Hard Launch: Leveraging marketing channels and tactics
Hard Launch: Leveraging marketing channels and tactics
Chapters
Hard launch campaign checklist
Sales enablement assets for hard launch
How to communicate your launch to customers
GTM case study: Launching in a new category
Launch metrics
Key takeaways
Coursework
Exam
Bonus: Building empathy for the challenge of working with the sales teams [Omnipresent]
Post-Launch Strategy: Monitoring performance and gathering feedback
Post-Launch Strategy: Monitoring performance and gathering feedback
Chapters
Analyzing win rates
Analyzing product adoption OKRs
Post-launch marketing strategies
Driving GTM success post-launch
Discussing lessons learned
Lead generation
Coursework
Key takeaways
Exam
Bonus: Repositioning a failing product [Ambient Strategy]
Project Management: Ensuring timely and efficient execution
Project Management: Ensuring timely and efficient execution
Chapters
Building motivation and investment cross functionally
Ownership of GTM strategy (PMM, GTM specialist or product-led?)
Leveraging new tech for GTM management
How to lead meetings
Managing up and down
Key takeaways
Exam
Bonus: This meeting could have been an email [FullStory]
By the end of the course, you'll be able to...
 Execute launchesDrive successful product, feature, and market launches using repeatable, scalable GTM frameworks. |
 Lead strategiesOwn and manage GTM strategies in both large and small companies, influencing key decisions.
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 Master phasesUnderstand and implement GTM tactics during pre-launch, hard-launch, and post-launch phases. |
What's included
Content
A complete roadmap that guides you through creating and iterating go-to-market strategies for successful product launches.
Coursework
Engaging, optional coursework activities designed to reinforce learning and promote practical application of go-to-market concepts.
Exam
48 rigorous exam questions designed to test your grasp of key concepts and provide concrete measures of your progress throughout the course.
Templates
Actionable, industry-standard templates that you'll use to implement your learning and drive results with no time wasted.
Insights
Rich insights and bonus content from established PMMs to provide real-world context and enhance your understanding of go-to-market strategies.
Access
24/7 online access to all course material, allowing you to learn at your own pace and revisit key topics as needed.
Certification
An official certificate upon completion to showcase your mastery of go-to-market strategies, boosting your credibility and career prospects.
Community
Join our vibrant community of product marketers, share insights, learn from peers, and extend your professional network.
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
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$500 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
Gain a competitive edge with robust, comprehensive training in go-to-market strategies.
Access a wealth of templates, frameworks, and insights to drive successful product launches.
Join a vibrant community of product marketers, exchange ideas, and extend your network.
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
What is the Go-to-Market Certified course?
Go-to-Market Certified is a comprehensive online course designed for product marketing professionals. It provides in-depth training on creating and managing a go-to-market strategy, covering everything from pre-launch to post-launch phases. The course offers downloadable templates, bonus content from experienced PMMs, optional coursework, and a certificate upon completion. It's entirely self-paced and contains 4 modules and 48 exam questions to test your knowledge at the end.
Who’s this Go-to-Market course for?
This course is specifically designed for product marketers with a few years of experience, including those with the title of:
Product Marketing Managers
Senior Product Marketing Managers
Heads of Product Marketing
Product Marketing Lead
It’s also relevant for PMMs who specialize in another area of PMM and want to learn more about GTM to improve their chances of promotion.
How does the Go-to-Market Certified course work?
The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Go-to-Market Certified!
How long will the Go-to-Market Certified course take to complete?
You can take however long you need to work through the materials, it’s completely flexible. The course consists of 2+ hours of on-demand content, including activities and exam questions.
How much does the Go-to-Market Certified course cost?
$500. With this investment, you'll have a blueprint for becoming a first-rate GTM strategist, essential for thriving in a long-term product marketing career. This includes 2+ hours of OnDemand course content, templates to put your theory into action, and coursework to consolidate your learning.
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.
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.