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Custom workshops that change how your product marketing team works
Every workshop is designed with a senior PMM who's done the job at scale, then built on your products, your tools, and your launches. Your team practices on live problems between sessions and leaves with work they can use straight away.
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You're already paying for the gap.
Your team probably knows the theory. What's missing is applying it the same way, every time.
You'll know the symptoms:
- A launch that slipped a quarter.
- Messaging that didn't land or convert.
- AI licenses the team isn't using.
- A senior hire made to cover a capability gap.
Each one has a cost you're already carrying. Training only pays back if it changes how the team works on Monday morning. That's the bar we design to.
Built for product marketing teams, by people who've done the job.
Book a call
Industry-specific
Business schools teach general management. Fixed-framework courses teach one way of working. We build for your specific product marketing team.
Inside the profession
We run 20+ summits, serve 70,000+ members, offer 20+ certifications, and publish the State of Product Marketing research. We're not watching the profession from the outside.
Practitioners, not academics
Every program is designed and delivered with an Expert-in-Residence: a senior PMM who's done the job at scale. You get real business stories, not slides.
Nothing off the shelf
Every program is co-designed with you, around your portfolio, your launch complexity, your stakeholders, and your data.
Pick the problem. Leave with the work.
These are just four areas to show the kind of work we do. The actual modules come out of discovery, built on your products, your data, and your tools.
AI in product marketing
- The problem: The team has the tools but doesn't use them consistently.
- They leave with: A competitive intelligence brief, segment profile, positioning statement, and battlecard, built in your own AI stack. AI use becomes a team standard.
Go-to-market and product launch
- The problem: Launches slip, or land loudly without moving revenue.
- They leave with: A tiered, owned, and dated launch plan for a real product, and a standard that measures launches on adoption and revenue.
Collaboration and influence
- The problem: Good work dies in someone else's prioritization call.
- They leave with: Influencing techniques and a rehearsed plan for a real stakeholder roadblock, so PMM shapes the roadmap.
Positioning, messaging and storytelling
- The problem: Positioning describes the product, not the buyer's problem.
- They leave with: A messaging framework tested against named competitors, so sales conversations start with the problem.
Also available: pricing, personas, segmentation, metrics, and OKRs. Can't see your topic? Ask. We build new workshops too.
Join leading brands like these who pick PMA to achieve their business goals.
Designed with you in four steps.
Most of the work happens before anyone's in a room. That's why the live session lands. Every step has a named deliverable, and you co-design with us throughout.
Discovery
We interview your stakeholders to understand business priorities, team capability, and success measures.
You get: a summary and an agreed definition of success.
Define
We write learning outcomes against your business objectives, not generic competencies.
You get: outcomes signed off before workshop design starts.
Design
We build the program with an Expert-in-Residence (EIR), using real sector-specific case studies and scenarios.
You get: a draft program to react to and add to. It can go back and forth two or three times before we agree on the final design.
Deliver
Live and facilitated by us, with an EIR as expertise, split across sessions so your team applies the work in between.
You get: your team's outputs and an action plan your team owns.
“PMA's workshops really scratched that itch and gave everyone on the team the baseline they needed.”
Greg Powell, Senior Director of Employer Product Marketing at Indeed.com, signed his team up for PMA strategic workshops on messaging, positioning, narrative design, and storytelling.
Discover how this high-impact training can boost your team's skills and careers.
Read case study
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Let's chat
Tell us where your team's stuck. We'll tell you what we'd build.
We'll ask where your team is now, what tools and constraints you work within, and which business metric needs to move. Then we'll talk through what a program could look like.
FAQS
Product marketing leaders at larger companies who want their whole team working to the same standard. It suits teams of 7 or more product marketers, but we'll work with smaller teams too, so ask.
Every program is scoped to your team, your goals, and whether we're adapting an existing workshop or building something new. On the call, we'll give you a clear view of what a program for your team would involve.
It’s facilitated by us, with an Expert-in-Residence as an additional layer of expertise: a senior PMM who's done the job at scale. We match you to the right person for your topic during the consultation, and you only go ahead once you're comfortable with the pairing.
AI can draft a battlecard. It can't tell you which one your sales team will use. Our AI workshop teaches your team to use their own AI stack on their own products, and to judge what to augment, automate, or leave alone. Online courses and content libraries hand over information. We build around practice on your live problems, with an action plan your team owns afterwards.
Typically 6 to 8 weeks from discovery to delivery.
Both. We can run in person or virtually, as a full day, half days, or several sessions. We usually recommend splitting the work across sessions, so your team practices in between.
Your team keeps its outputs and an action plan it owns. You can continue with membership and certifications so the learning carries on.
We agree on the success measures with you before design starts, then check results at 90 days.
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