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Give your customers
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Course
overview
Looking for the inside track on your competition?
Our Competitive Intelligence Certified course is just the ticket. It’s not just about understanding your competitors, but getting ahead of them.
We equip you with the know-how to navigate market dynamics with confidence. Instead of fearing your competitors' next move, anticipate it.
This course gets you off the pendulum swing between panic and complacency, empowering you to exploit market gaps, revamp products, and delight customers.
We'll empower you to strike the perfect balance between dismissing competitors and becoming overly obsessed with them, enabling you to identify untapped market opportunities and precisely meet your customers' needs.
Let's end the era of missed opportunities and place you at the forefront of the competition!.
Chapters
- Your course pack
- Resource library
- An intro to competitive intelligence
- Exam #1
- Your listening stack + web research
- Exam #2
- Win-loss research
- Exam #3
- Market map
- Exam #4
- Developing your competitive position
- Exam #5
- Competitive news briefing
- Exam #6
Chapters
- CI for sales and customer success
- Exam #7
- CI for marketing
- Exam #8
- CI for product, design, and engineering
- Exam #9
- CI for executives
- Exam #10
- Learning feedback form
Chapters
- Clara Smyth, Senior Product Marketing Manager at Slack
- Andrew McCotter-Bicknell, Head of Competitive Intelligence at Zoominfo
- Scott Kortright, VP of Product Marketing at BeyondTrust
- Kiran Khanna, Startup Advisory Board, PMM & GTM Specialist, ex Box, Dell, Cisco
- Alejandro Rodriguez, Senior PMM at GoDaddy
Chapters
- How to use your bonus footage
- Competitive Intelligence strategies to turbocharge innovation [Audible]
- Panel: competitive intelligence strategy [Gong, Hootsuite + more]
- How to craft KPIs for a killer competitive program [ringDNA]
- The competitive intelligence continuum [Akeneo]
- Data and CI for product innovation: enterprise vs ups [GoDaddy]
Chapters
- Course recap
- Resource library
- Continue your professional development
- Get your certificate
Chapters
Chapters
Modules
Modules
Modules
Chapters
- Your course pack
- Resource library
- An intro to competitive intelligence
- Exam #1
- Your listening stack + web research
- Exam #2
- Win-loss research
- Exam #3
- Market map
- Exam #4
- Developing your competitive position
- Exam #5
- Competitive news briefing
- Exam #6
Chapters
- CI for sales and customer success
- Exam #7
- CI for marketing
- Exam #8
- CI for product, design, and engineering
- Exam #9
- CI for executives
- Exam #10
- Learning feedback form
Chapters
- Clara Smyth, Senior Product Marketing Manager at Slack
- Andrew McCotter-Bicknell, Head of Competitive Intelligence at Zoominfo
- Scott Kortright, VP of Product Marketing at BeyondTrust
- Kiran Khanna, Startup Advisory Board, PMM & GTM Specialist, ex Box, Dell, Cisco
- Alejandro Rodriguez, Senior PMM at GoDaddy
Chapters
- How to use your bonus footage
- Competitive Intelligence strategies to turbocharge innovation [Audible]
- Panel: competitive intelligence strategy [Gong, Hootsuite + more]
- How to craft KPIs for a killer competitive program [ringDNA]
- The competitive intelligence continuum [Akeneo]
- Data and CI for product innovation: enterprise vs ups [GoDaddy]
Chapters
- Course recap
- Resource library
- Continue your professional development
- Get your certificate
Chapters
Chapters
Modules
Modules
Modules
Our stats
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“Deep and rich knowledge packaged up. Alex presented in a highly engaging and positive style. Templates and tools are highly relevant and practical.”
Asif Chaudhry
Global Director, Product Marketing & Propositions
“The Competitive Intel Certified course is a must for anyone in product marketing. I’ve been conducting CI and win-loss for years, but Alex's course still gave me plenty of “Aha!” moments. From shifting our perspective of CI from a war to a dance battle, reevaluating the place of free trials in CI, even down to rephrasing “Why” questions in win-loss - this was an excellent investment of time and is valuable for all levels.”
Jarvis Karel
Product Marketing Manager, Enterprise Competitive Intelligence
“Competitive Intel Masters Course provided me with concrete strategies on enhancing and maintaining competitive intelligence programs as a PMM, templates and actionable formats for CI materials, and explored the cross functionality of CI. Would recommend to anyone looking to revamp one's CI in their organization or someone who's looking for a refresher for new ideas!”
Denise Lyttle
Associate Product Marketing Manager
Download
your brochure
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.
Your
leaders
Your instructor,
Chris Tran
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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.
Your instructor,
Alex McDonnell
Alex McDonnell is a self-confessed qualitative research nerd, with a penchant for win-loss interviews. His methods favor semi-structured qualitative conversations over rigid quantitative surveys. At Airtable, Alex builds customer-obsessed, competitor-alert intelligence programs that help sales, customer success, and marketing teams with clear positioning. He assists product and strategy teams in deciding what to build next. For Alex, the deliverable isn't just research data; it's a clear point-of-view based on that data. Join the course to learn more about his outlook and approach.
Your instructor,
Chris Tran
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.
Your instructor,
Clara Smyth
Clara Smyth is an experienced analyst with a demonstrated track record of leading, creating, and scaling competitive and market intelligence programs within the B2B and SaaS spaces. As an agile learner and listener, she brings 10+ years of customer-facing industry experience and compete thought leadership to the table. Clara's expertise spans competitive and market intelligence, win/loss program management, sales enablement, revenue support, public speaking, executive engagement, corporate strategy, and program management.
Your instructor,
Chris Tran
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.
Your instructor,
Andrew McCotter-Bicknell
Andy's the Head of Competitive Intelligence at Apollo.io, specializing in helping companies develop programs that secure competitive deals. With a focus on scaling programs from scratch, optimizing existing initiatives, and achieving success in crowded product categories, Andy offers invaluable expertise. His strategic insights empower businesses to navigate competitive landscapes effectively, ensuring they emerge victorious in challenging markets.
Your instructor,
Chris Tran
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.
Your instructor,
Scott Kortright
Scott, the SVP Product Marketing at BeyondTrust, is a results-oriented marketing executive with a 20+ year track record of success. Known for building high-performance teams and driving go-to-market strategies, he excels in lead generation for B2B product, software, and services companies across diverse industries. Scott thrives in fast-growing environments, spearheading marketing for new product launches and businesses in transition. Described as pragmatic and strategic, he is a hands-on leader skilled at keeping teams focused and productive. Scott's ability to quickly grasp new industries and technologies and forge successful partnerships is unparalleled.
Your instructor,
Chris Tran
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.
Your instructor,
Alejandro Rodriguez
Alejandro is the Product Marketing Lead at Amazon, specializing in building innovative solutions and executing strategic marketing plans with a client-centric approach. With a passion for developing cross-functional teams, he drives product ideation to commercialization, enhancing ROI. Alejandro thrives on building impactful solutions and invites collaboration to create something remarkable together.
Your instructor,
Chris Tran
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.
Your instructor,
Jameelah Calhoun
Jameelah is the VP Global Head of Product and Customer Marketing at Eventbrite, renowned for her customer-centric approach. With a flair for uncovering insights, she excels in crafting go-to-market and brand strategies to enhance product value and drive competitive advantage. Jameelah's leadership style thrives in challenging conventional thinking and navigating ambiguity, garnering stakeholder buy-in through compelling storytelling. She gravitates towards visionary marketplaces that leverage disruptive technology to enhance consumer experiences, showcasing a strong strategic and operational acumen.
By the end of the course
you'll be able to...
Utilize tech
Confidently construct a tech stack specifically designed for effective competitive intel.
Conduct research
Execute win/loss and primary research to identify opportunities and enhance your market position.
Drive strategy
Leverage competitive intelligence to influence strategy and product decisions, aligning them with market trends and customer needs.
What's
included
Over 4 hours of comprehensive, engaging material covering the what, why, when, and how of competitive intelligence, structured in digestible modules over 10 chapters.
Exclusive bonus footage from industry leaders like Gong, GoDaddy, Hootsuite, and Audible providing priceless insider knowledge and cutting-edge practices.
Interactive exam questions interspersed throughout the course to help you consolidate your learning and test your understanding of the material.
9 tried-and-tested templates to implement in your organization right away, designed to systemize your approach and elevate your competitor intelligence program.
A comprehensive selection of research tools and materials to boost your competitive intelligence research.
Step-by-step guidance to create a compelling tech stack for competitive intelligence that will revolutionize your business strategy.
Lifetime course access, offering you the opportunity to revisit material anytime and keep your competitive intelligence skills sharp and up-to-date.
An official certification to validate and showcase your newfound knowledge and skills in competitive intelligence.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
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.
Get this course 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.
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
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Gain a competitive edge and turn information into strategic decisions and growth.
Utilize practical tools and techniques to boost product offerings and propel business growth.
Discover how to visualize your market position so you can stay one step ahead of the competition.
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Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
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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.
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Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
Competitive Intelligence Certified: Masters is a comprehensive course that provides you with the knowledge, resources, and confidence needed to implement a successful competitive intelligence program. It’s self-paced and contains two modules, 10 chapters, vetted exam questions, and actionable templates. The course is centered around a step-by-step framework to help you tackle everything from applying competitive intelligence in your roles, to driving strategic decisions, and promoting growth in your organizations.
This course is specifically designed for product marketers, including those with the title of:
- Product Marketing Manager
- Senior Product Marketing Manager
- Head of Product Marketing
- Director of Product Marketing
- VP of Product Marketing
But it’s also suitable for competitor intelligence-specific job roles and senior marketing generalists.
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 Competitive Intelligence Certified!
You can take however long you need to work through the materials, it’s completely flexible. The course consists of 4+ hours of on-demand content, including activities and exams.
For life! A one-off payment gives you unlimited to all the course’s content.
$500. With this investment, you'll have a blueprint for becoming a first-rate competitive intelligence expert, essential for thriving in a long-term product marketing career. This includes 4+ hours of OnDemand course content, templates to put your theory into action, and exam questions to consolidate your learning.
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.
Students like you
always love...
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The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.
Discovery
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets