Convince
your boss
Download
your brochure
Approach product marketing
metrics with confidence
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Brought to you,
in partnership with...
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Course
overview
It’s time to demystify the complex world of product marketing metrics. Our Metrics Certified: Masters course has been carefully crafted by industry pros to help you select the right OKRs, measure them accurately, and use metrics to shape your strategy.
You’ll gain a solid understanding of why metrics matter in business and how to revolutionize your approach to KPIs, ensuring you measure what matters most for your success. You’ll finish the course armed with the knowledge and expertise to make impactful decisions and convert your metrics into sustainable business growth.
Chapters
- PMA's top course tips
- Your course pack
- What to expect from this course
- How to get the most out of this course
- What are PMM Metrics and why do they matter? - KPIs and OKRs
- Solving the problem of attribution
- Quantity or quality?
- Key takeaways
Chapters
- Product launch metrics intro
- Product-market fit
- Win-rates
- Market share
- Sign-up surveys
- Conversion rate in target segment
- ARR and MRR
- ARPU and ARPA
- Churn rate
- Sign-up to subscriber
- The Importance of KPIs
- Coursework
- Key takeaways
- Exam
- Fireside chat: Product launch metrics with Adobe
- Bonus video: Craft your metrics for a competitive program with D-Wave Systems Inc.
Chapters
- Product adoption and usage metrics intro
- Active users
- Feature adoption
- Customer satisfaction
- Retention, upsell and cross-sell
- Time taken to complete actions
- Coursework
- Key takeaways
- Exam
- Fireside chat: Product adoption and usage with Redox
Chapters
- Sales enablement metrics intro
- Asset utilization
- Sales confidence
- Pre-training sales surveys
- Time to close
- Case studies
- Coursework
- Key takeaways
- Exam
- Fireside chat: Sales enablement with Secure Code Warrior
- Bonus video: Metrics and measurement for sales enablement with HP
Chapters
- Lead and demand-gen intro
- Click-through and open rate
- Marketing and sales qualified leads
- Brand awareness
- Customer lifetime value
- Customer acquisition cost
- Coursework
- Key takeaways
- Exam
Chapters
- Ultimate framework intro
- How to choose your metrics
- The framework
- Coursework
- Key takeaways
- Exam
- Bonus video: Product marketing metrics that matter with Adobe
Chapters
- Data gathering intro
- Gathering data
- Ownership of data analysis
- Data analysis mistakes
- The killer dashboard - how to report on your OKRs
- How to use metrics to increase your influence
- CourseworkKey takeaways
- Exam
- Fireside chat: Your metrics and your stakeholders with GrowthMentor
- Bonus video: The data your CEO actually cares about with monday.com
- Bonus video: Data-driven decision making with panel discussion
- Bonus video: Cross organizational alignment using OKRs with LastPass case study
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Modules
Chapters
- PMA's top course tips
- Your course pack
- What to expect from this course
- How to get the most out of this course
- What are PMM Metrics and why do they matter? - KPIs and OKRs
- Solving the problem of attribution
- Quantity or quality?
- Key takeaways
Chapters
- Product launch metrics intro
- Product-market fit
- Win-rates
- Market share
- Sign-up surveys
- Conversion rate in target segment
- ARR and MRR
- ARPU and ARPA
- Churn rate
- Sign-up to subscriber
- The Importance of KPIs
- Coursework
- Key takeaways
- Exam
- Fireside chat: Product launch metrics with Adobe
- Bonus video: Craft your metrics for a competitive program with D-Wave Systems Inc.
Chapters
- Product adoption and usage metrics intro
- Active users
- Feature adoption
- Customer satisfaction
- Retention, upsell and cross-sell
- Time taken to complete actions
- Coursework
- Key takeaways
- Exam
- Fireside chat: Product adoption and usage with Redox
Chapters
- Sales enablement metrics intro
- Asset utilization
- Sales confidence
- Pre-training sales surveys
- Time to close
- Case studies
- Coursework
- Key takeaways
- Exam
- Fireside chat: Sales enablement with Secure Code Warrior
- Bonus video: Metrics and measurement for sales enablement with HP
Chapters
- Lead and demand-gen intro
- Click-through and open rate
- Marketing and sales qualified leads
- Brand awareness
- Customer lifetime value
- Customer acquisition cost
- Coursework
- Key takeaways
- Exam
Chapters
- Ultimate framework intro
- How to choose your metrics
- The framework
- Coursework
- Key takeaways
- Exam
- Bonus video: Product marketing metrics that matter with Adobe
Chapters
- Data gathering intro
- Gathering data
- Ownership of data analysis
- Data analysis mistakes
- The killer dashboard - how to report on your OKRs
- How to use metrics to increase your influence
- CourseworkKey takeaways
- Exam
- Fireside chat: Your metrics and your stakeholders with GrowthMentor
- Bonus video: The data your CEO actually cares about with monday.com
- Bonus video: Data-driven decision making with panel discussion
- Bonus video: Cross organizational alignment using OKRs with LastPass case study
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Modules
Our stats
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“Metrics is key for product marketing success across product, marketing and sales. This course walks through all elements to consider for metrics!”
Div Manickam
Director, Product Marketing - Data Integration
“The core of PMM function is cross-collaboration with numerous teams, often making it hard to pinpoint the exact metrics we influence. This course not only inspires, but it delivers actionable metrics from the Product, Sales, and Marketing angles of PMM work. Priceless.”
Igor Kranjčec
Head of Revenue
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,
Mary Sheehan
An accomplished product marketing leader, Mary has vast experience launching new products, positioning for growth, and creating Go-to-Market strategies that span the entire organization. She is the author of the #1 Amazon best-seller “The Pocket Guide to Product Launches,” and the host of the highest-ranked product marketing podcast, Women in Product Marketing.
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,
Aaron Brennan
Introducing Aaron Brennan, an accomplished Product and Product Marketing executive with a stellar track record that speaks volumes. A four-time recipient of the prestigious Top 100 Product Marketing Influencer of the Year award, Aaron has consistently demonstrated a rare blend of strategic prowess and marketing acumen.
With a wealth of experience garnered from renowned tech giants including Google, Lastpass, and Dropbox, Aaron's journey in the computer software industry is nothing short of extraordinary. His role as Director of Product Marketing has been marked by an unwavering commitment to excellence and a knack for navigating the complexities of the ever-evolving tech landscape.
Aaron's expertise extends beyond the ordinary, showcasing a proficiency in Digital Strategy, Messaging and Positioning, Product Led Growth, and Product Adoption. His strategic vision has not only propelled products into the limelight but has also left an indelible mark on the industry. Aaron Brennan is not just a professional; he is a force to be reckoned with in the world of product marketing, setting new standards and inspiring others to reach greater heights.
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 Shapiro
Scott Shapiro is the Director and Global Head of Product Marketing at Secure Code Warrior, a leading cybersecurity start-up focused on secure coding and development practices.
Throughout his career in the technology industry, he has always focused on empowering people to achieve what matters most to them - through customer-centric insights and productivity software innovation.
Prior to joining Secure Code Warrior, Scott was a Principal Product Marketer at Qualtrics focused on Customer Experience, helping organizations better understand their customers’ experiences and expectations. Before that, he started his career as a product marketer and Growth Manager for Microsoft Office leading product marketing for OneNote, Word, and PowerPoint during the transition into a SaaS business. In 2021, Scott was named a top product marketing influencer by the Product Marketing Alliance.
By the end of the course
you'll be able to...
Interpret metrics
Develop the skills to translate OKR data into tangible action plans that consistently drive business growth.
Apply insights
Understand how to utilize metrics in strategic decision-making and shape your product marketing initiatives for maximum impact.
Connect KPIs
Learn how to connect your KPIs to your OKRs to enable strategic alignment and seamless execution of your goals.
What's
included
13+ hours of on-demand content that provide a deep dive into the vast landscape of product marketing metrics. Learn how to apply impactful OKRs with confidence.
Gain additional insights through bonus features with proven experts in the field, Mary Sheehan, Scott Shapiro, and Aaron Brennan.
6 templates to help you streamline your workflow and apply metrics effectively to shape your strategy.
60+ exam questions designed to test your understanding of the course material and ensure you’re ready to apply your newfound knowledge.
Enjoy lifetime access to all the course content, including any future updates. Refresh your knowledge whenever you like!
Ability to ask text-based questions throughout the course to clarify any doubts and deepen your understanding. All questions are answered by an experienced PMM leader.
Receive official certification upon passing all the exams to showcase your proficiency and elevate your professional standing.
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
Master formulas to measure key metrics and accurately evaluate your initiatives.
Confidently communicate the value and impact of your product marketing efforts.
Understand how different departments tie into product marketing OKRs to enhance collaboration.
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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...
Old way
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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
The Metrics Certified course is for product marketers looking to up their metrics game. Whether you’re a product marketing newbie or a seasoned data analyst, this certification will equip you with all the tools you need to create impactful OKRs.
The course is 100% online and you can access it anytime, anywhere. You’ll work through the modules in chronological order, engaging with activities, tackling exam questions, and making use of handy templates. Once you’ve completed all the material and passed the exams, you’ll earn a certificate to showcase your new skills.
The course content, activities, and exams will take just over 13 hours to complete. However, the course is entirely self-paced, so you can take all the time you need to complete it!
For life! A one-off payment gives you unlimited to all the course’s content.
$500. This fee includes full access to all the features mentioned above, which you can use to reinforce your strategy and enhance your strategic value. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.
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...
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
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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