Build a high-performing PMM team that delivers growth
Learn how to get your executive team on board, set the right goals, and build a team that product, marketing, sales, and customer success want to collaborate with.
Course Overview
Whether you’re the Head of Marketing, CEO, or PMM - building a dedicated product marketing team is both challenging and rewarding.
But one thing you must keep in mind is that it’s also unavoidable. You must build a solid foundation to work with in order to drive growth.
This certification will teach you how to build and lead a high-performing product marketing team that accelerates growth and delivers greater alignment across your product, marketing, sales, and customer success teams.
Curriculum
The curriculum is divided into several modules, including:
Introduction
Introduction
Chapters
Welcome
So you want to build a product marketing team?
So you want to build a product marketing team?
Chapters
Benefits of a dedicated product marketing team
Getting buy-in from senior leadership
Coursework
What success looks like and goal setting
Coursework
How adding a PMM team impacts the entire organization
Scope of a PMM team
Coursework
Exam
Optimizing PMM Placement: Learn how to position your team within the organization for maximum impact.
Optimizing PMM Placement: Learn how to position your team within the organization for maximum impact.
Chapters
Where should PMM live in the organization?
Team alignment and structure
Skills prioritization and your first hire
Coursework
The hiring process
Fireside chat: The hiring process
Coursework
Exam
Cross-Functional Collaboration: Explore strategies for fostering collaboration and communication across teams.
Cross-Functional Collaboration: Explore strategies for fostering collaboration and communication across teams.
Chapters
Work with Marketing
Work with Product
Work with Sales
Fireside chat: Working with Sales
Work with Customer Success
Work with C-Suite
Fireside chat: Working with C-Suite
Exam
Goals and Growth: Learn how to track progress and measure the success of your PMM team.
Goals and Growth: Learn how to track progress and measure the success of your PMM team.
Chapters
OKRs and goals
Coursework
Career development plans
Coursework
Soft skills
Build your personal brand
Exam
Hit the Ground Running: Discover how to create a positive and productive team culture.
Hit the Ground Running: Discover how to create a positive and productive team culture.
Chapters
Where should you?
Coursework
Review existing results
Narrative
Coursework
Customer and market intelligence
Sales enablement
Launch planning and execution
Coursework
Congratulations!
Exam
By the end of the course you'll be able to...
Define success metrics
Set goals and define what success looks like for your specific department.
Get executive buy-in
Prove to stakeholders how PMM enables faster growth, and successfully secure executive sponsorship for a product marketing team.
Achieve roadmap clarity
Build a roadmap that’ll give you a clear path towards a strong, happy, successful product marketing team.
What's included
Content
6 hours of OnDemand course content for you to work through at your own pace.
Activities
12 stimulating activities and frameworks to get your brain active and put all the theories into action.
Footage
Fireside chats from experts in the field that are sure to inspire and equip you with all the knowledge and skills you need for an effective and profitable PMM team.
Exams
50 exam questions to test your knowledge and consolidate your learning.
Access
Access to the course and all resources for life.
Certification
Building a PMM Team certification, if you pass all the exams.
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.
Course benefits
Gain guidance on the key roles needed within your PMM team and how to organize them for efficiency.
Learn proven methods for building a cohesive, collaborative team culture.
Understand best practices for hiring skilled product marketers to build your ideal team.
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
How does the building a PMM team certification work?
The certification is 100% online and self-paced. You’ll work through the modules in chronological order and be invited to take part in activities. At the end of each module, you’ll be presented with exam questions and, if you pass all these, you’ll become certified!
How long will the building a PMM team course take to complete?
The course content, activities, and exams will take approximately 6 hours to complete.
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.