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Transition to success:
Master PMM Fundamentals
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Brought to you,
in partnership with...
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Course
overview
Ever wondered if a career in product marketing is for you? With our Transitioning to PMM: Fundamentals course, you'll leave the guessing game behind.
Gain insights from exclusive case studies of successful PMM leaders, understand the ins-and-outs of the role, and learn the practical skills necessary for a successful transition. Empower yourself with the clarity and confidence to leap forward into a career you'll love.
Chapters
- How to get the most out of this course
- Monthly Q&A workshops
- Your course pack
- Welcome to the course
- What is product marketing and why is it so important?
- How PMM differs from other key roles
- Key takeaways
Chapters
- The reasons why someone might move into PMM
- How to know if PMM is right for you
- What is the current state of the profession?
- How to find and work with a mentor
- Key takeaways
- Bonus footage: Is product marketing right for you? With TikTok
- Bonus footage: The power of mentorship with Sitecore
Chapters
- From PM to PMM
- From sales to PMM
- From core marketing roles into PMM
- From content to PMM
- Key takeaways
- Bonus footage: Making the internal move into product marketing
- Bonus footage: Roundtable discussion_' PMM career progression
- Fireside chat: Transitioning from PM to PMM - Elliott Rayner
- Fireside chat: Sales to PMM - Jennifer Bunting
Chapters
- Interview prep and example questions
- Example interview questions
- B2B, B2C or B2D
- Key takeaways
Chapters
- Cross functional expertise and skills
- Project management and GTM skills
- Data analysis
- Technical and interpersonal skills
- Coursework
- Key takeaways
- Bonus footage: The most important positioning of your career
Chapters
- Take the next step in your career
- Continue your professional development
- Get your certificate of completion
Chapters
Modules
Modules
Modules
Chapters
- How to get the most out of this course
- Monthly Q&A workshops
- Your course pack
- Welcome to the course
- What is product marketing and why is it so important?
- How PMM differs from other key roles
- Key takeaways
Chapters
- The reasons why someone might move into PMM
- How to know if PMM is right for you
- What is the current state of the profession?
- How to find and work with a mentor
- Key takeaways
- Bonus footage: Is product marketing right for you? With TikTok
- Bonus footage: The power of mentorship with Sitecore
Chapters
- From PM to PMM
- From sales to PMM
- From core marketing roles into PMM
- From content to PMM
- Key takeaways
- Bonus footage: Making the internal move into product marketing
- Bonus footage: Roundtable discussion_' PMM career progression
- Fireside chat: Transitioning from PM to PMM - Elliott Rayner
- Fireside chat: Sales to PMM - Jennifer Bunting
Chapters
- Interview prep and example questions
- Example interview questions
- B2B, B2C or B2D
- Key takeaways
Chapters
- Cross functional expertise and skills
- Project management and GTM skills
- Data analysis
- Technical and interpersonal skills
- Coursework
- Key takeaways
- Bonus footage: The most important positioning of your career
Chapters
- Take the next step in your career
- Continue your professional development
- Get your certificate of completion
Chapters
Modules
Modules
Modules
Our stats
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“Really amazing preparation for someone wanting to break into a PMM role. Loved it! Haven't taken any course that compares out there.”
Flora Gillis-Fiorello
Product Marketing Content Specialist
“An awesome course that sums up what PMM is all about. A great thing to go through not only to prepare for the transition but to really see if PMM is really for you.”
Igor Kranjčec
Head of Revenue
“The course is a great way to understand what is expected from a PMM, when no guidance is given. Firechats gave me real hands on experience.”
Jose M. Iragorri
Senior 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
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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,
Jennifer Bunting
Jennifer serves as the esteemed leader of LinkedIn's Product and Vertical Marketing teams in EMEA & LATAM, overseeing the advertising business division.
With a career spanning a number of decades, Jennifer's professional journey has been deeply intertwined with the intersection of technology, advertising, and marketing. Her unwavering passion has propelled her across continents, from Silicon Valley to Australia, Asia, and presently the UK. Throughout her journey, Jennifer has contributed her expertise to both startups and enterprises, playing a pivotal role in shaping products that have left an indelible mark on the industry landscape.
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,
Louis Guerrero
Louis is currently a consumer product marketer focused on payments & monetization experiences at Meta.
Before his role supporting Meta’s FinTech org, Louis was a product marketer at Lyft after having led product marketing at an AdTech company, and digital marketing at numerous leading advertising agencies. Having spent 10+ years in various marketing roles, Louis is most exhilarated about connecting people to delightful products.
Louis is also passionate about Brazilian Jiu-Jitsu, hiking, and MMA. He also enjoys connecting with current and aspiring product marketers, so feel free to reach out.
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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,
Sean Broderick
Sean Broderick is the Director of Product Go-toMarket at Sitecore, and describes himself as “a dynamic marketeer with a flair for brevity.”
Before joining Sitecore, Sean was part of the team at eCommerce company eDesk, and Altify, where he was the Senior Product Marketing Manager. Sean is a Dublin Ambassador for Product Marketing Alliance, and hosts the podcast Product Marketing AI, a show that’s described as “being on a mission to make product marketers’ lives easier.”
By the end of the course
you'll be able to...
Understand PMM
Grasp the roles, responsibilities, and key deliverables of a PMM, distinguishing it from other roles.
Plot your path
Discover how to transition from specific roles into PMM, easing your career shift.
Learn from success
Refer to real-world case studies from PMM leaders who've successfully made the transition.
What's
included
Engaging, on-demand course material, expertly designed to empower your transition into PMM and enhance your professional skill set.
Optional assignments, allowing you to put the theories you learn into practice and receive valuable feedback from industry veterans.
Regular assessments to measure your understanding, reinforce learning, and identify areas that might need more attention.
Downloadable and editable frameworks ready for immediate application, assisting you in shaping an effective product marketing strategy.
Exclusive access to real-world case studies and articles from established PMMs, providing you a first-hand glimpse into successful transitions.
Continuous access to course materials, allowing you to revisit any lesson at your convenience and learn at your own pace.
Earn a certificate of completion to validate your newfound knowledge and skills, enhancing your professional credibility in the PMM arena.
Connect with a vibrant PMA community, exchange ideas, learn from peers and make valuable connections in the PMM field.
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
Personalized transition: Receive the guidance and tools to facilitate your successful transition.
Community access: Connect with like-minded individuals, share insights, and build your professional network.
Career development: Enhance your professional credentials, bolstering your resume and LinkedIn.
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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.
Trusted by teams including:
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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
This course is perfect for anyone considering a leap into Product Marketing Management. Whether you're a Product Manager, Sales Rep, Marketing generalist, or a fresh Business School graduate, if you're eyeing a role in PMM, this course is your ticket. So, ready to hop on board?
Actually, the beauty of this course is that it's self-paced. So, you can zip through the content in a weekend if you're super eager, or take your time to really soak it all in. You set your own speed - pretty neat, right?
Once you've completed the course, the world of PMM is your oyster! You'll receive a Certificate of Completion to show off your new expertise. Plus, you'll have a solid game plan for making your career transition and you'll be part of a fantastic community of like-minded folks. Exciting times ahead!
We encourage questions and foster an interactive learning environment. Throughout the course, you'll have opportunities to engage with instructors and fellow students. So, feel free to ask away and ignite insightful discussions. We're here to support your learning journey!
Students like you
always love...
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
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
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