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Product Marketing Alliance May 12, 2026

Master essential product marketing skills.

Learn every aspect of the modern PMM role and leave with practical frameworks, sharper judgment, and skills you can apply from day one.

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Trusted by 10,000+ PMMs

Built and trusted by experts at

Certification overview

Whether you’re breaking into product marketing or sharpening the skills you already use every day, this certification gives you the full foundation for the role as it actually works today. Shaped by senior product marketing leaders, it covers the full modern PMM role, from positioning, personas, and go-to-market through to pricing, analysis, and late-stage execution.

With editable templates, career-relevant credentials, and a curriculum designed for the AI-native PMM, you’ll leave ready to make smarter decisions, influence more strategically, and grow faster in your career.

Introduction

10 mins

Introduction to product marketing

47 mins

Research

74 mins

Pricing

63 mins

Metrics and OKRs

50 mins

Personas

64 mins

Positioning and messaging

65 mins

Go-to-market

53 mins

Communication

48 mins

Sales enablement

72 mins

Onboarding

29 mins

Analysis and optimization

40 mins

Wrap up

10 mins

Show all curriculum

Chapters

Pre-certification survey

How to get the most out of your certification

Your workbook

Resource library

Chapters

What is product marketing?

Working with other teams

The difference between a PM and PMM

The difference between PMM and solutions marketing

Technical PMM versus traditional PMM

Product marketing career table

Portfolio messaging

Product marketing framework

The product lifecycle

Key takeaways

Time to reflect

Exam

Chapters

Research overview

Quantitative vs qualitative research

Quantitative analysis

Conducting customer interviews

Why win/loss?

Customer feedback

Observations

Competitor intelligence

Validating your hypothesis

From insight to impact

Ethics

AI and research

Building a business case

Key takeaways

Coursework

Time to reflect

Exam

[Expert insights] Susan 'Spark' Park, Head of Product Marketing at Meta

[AI case study] AI skills are becoming non-negotiable for marketers - Dave Steer, Chief Marketing Officer at Webflow

[AI case study] AI-first product marketing - Al Lalani, Founder of Omnibound AI

[AI case study] Research that changes minds - Meghan McNamara, Associate VP Product Marketing, Deliotte Consulting LLP

[Case study] Leveraging your customers as SMEs - Emily Raine, Head of Content Marketing for Games at Unity

[Case study] Building a competitive intelligence recipe for crowded markets - Alitsia Dereza, formerly Product Marketing Senior Team Manager at Aircall

Chapters

Pricing basics

Who owns pricing?

Cost-plus pricing

Competitor-based pricing

Value-based pricing

Dynamic pricing

Premium pricing

Price skimming

Price bundling

Localization pricing

Penetration pricing

Which is best for you?

Price sensitivity surveys

Willingness to pay

Communicating price changes

Conjoint analysis and maximum difference

Key takeaways

Coursework

Time to reflect

Exam

[AI case study] AI’s impact on pricing and the new role of product teams - Prittam Bagani, Vice President, Product Management at Chargebee

Chapters

Framing PMMs role in OKRs

How to write effective OKRs

GTM OKRs

Sales enablement OKRs

Growth marketing OKRs

Product adoption OKRs

Reporting and communication

Key takeaways

Coursework

Time to reflect

Exam

[Expert insights] Irit Schwartz, Director of Product Marketing at Salesforce

[Expert insights] Mary Sheehan, Group Product Marketing Manager, Creative Cloud at Adobe

[Case study] Proving PMM impact - Panel discussion - Corpay, Genius Sports, and DigitalOcean

Chapters

What are personas?

B2B versus B2C personas

Ideal customer profiles

Persona templates

Buyer vs user personas

Creating personas

AI in personas

How to use personas effectively

What is Jobs-To-Be-Done?

Other frameworks

Key takeaways

Coursework

Time to reflect

Exam

[Case study] Turn customer research into resonant messaging - John Brezinsky, Director of Product Marketing at Concentrix

Chapters

Positioning overview

Positioning fundamentals

Product vs. brand positioning

How to approach positioning

Making positioning effective

Understanding messaging

The messaging template

AI in positioning and messaging

An intro to strategic narrative

Storytelling framework

Storytelling in positioning and messaging

Key takeaways

Coursework

Time to reflect

Exam

[Expert insights] April Dunford, Founder of Ambient Strategy

[Expert insights] Francisco T. Bram, VP of Marketing and Business Development at Albertsons Companies

[AI case study] Competing with AI, winning with storytelling - Elliott Rayner, CMO at OWOW

[Case study] Shaping consistent narrative through a rapid launch schedule - Marisa Banigan, VP, Product Marketing, Cloudability & FinOps, Apptio at IBM Company

[Case study] Define it or be defined - Martina Havrlent, Former Global Head of Customer Marketing at EVBox

Chapters

GTM overview

Marketing channels

Routes-to-market

Field marketing

Partner marketing

AI and GTM

Connecting strategy to execution

GTM for start-ups

Go-to-Market process

Acquisition channels

Engagement channels

[Case study] Starting from the 3-step growth process - Tamara Grominsky, formerly Chief Strategy Officer at Unbounce

Beta testing

Timing your launch

Communicating your GTM strategy

Key takeaways

Coursework

Time to reflect

Exam

[Expert insights] Karen Faughnan - Product Marketing Lead International at Asana

[Expert insights] Kushagra Sharma, Product Manager at VMWare

[AI case study] Five AI secrets for PMMs - Michele Nieberding, Director of Product Marketing at Treasure Data

[Case study] PMM leaders briefing - Rahul Awasthy, Head of GTM for AI at Intel

[Case study] The secret weapon behind next-gen GTM strategies - Panel discussion - FIS

Chapters

Why communication is so important

12 tips for internal communication

Working cross functionally

How to train and empower sales

How to work with the larger marketing org

How to work with product

Key takeaways

Coursework

Time to reflect

Exam

[Case study] Overcome your biggest challenge as a PMM - Panel discussion - Collibra, MyQ, and SailPoint

Chapters

The role of sales enablement

Sales enablement tactics

Creating a playbook from scratch

Sales enablement fundamentals

Creating useful sales materials

Getting sales teams bought in

Measuring sales enablement

Key takeaways

Coursework

Time to reflect

Exam

[AI case study] Your CEO says 'just use AI' - Udit Misra Director of Growth & Product Marketing at SpotDraft

[AI case study] How product marketing assets are evolving in an AI-first world - Panel discussion - Storylane, ServiceNow, Vector, and Cornerstone OnDemand

Chapters

Reframing onboarding

Onboarding framework

Onboarding examples

Onboarding best practices

Retention tactics

Key takeaways

Coursework

Time to reflect

Exam

[Case study] Product marketing’s role in customer retention & success - Panel discussion - CBRE, bitly, and docusign

[Case study] Building a high-impact onboarding program - Karolina Janus, Global Sales Enablement Lead, Onboarding Program Manager at Uber

Chapters

From reporting to insight

Post-launch

Analysis fundamentals

Key metrics across the funnel

A/B & multivariate testing

Cohort analysis

Optimization in practice

Key takeaways

Coursework

Time to reflect

Exam

[Case study] Strategic influence: unlocking your secret superpower - Haya Barlas, Head of Product Marketing at JustGiving

[Case study] How to align product and performance marketing - Allyse Slocum, VP of Product and Audience Marketing at Trustpilot

Chapters

Your feedback

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Continue your professional development

Product Marketing Certified: Core certificate

Showcase your certificate

Our stats

Modules

19+

Hours of content

Coursework tasks

Templates

110

Exam questions

"For any professional looking to bridge the gap between product development and market success, this is a high-impact investment. It has provided me with a standardized 'source of truth' that is already adding value to my strategic workflows."

Victoria Bobeica Senior Marketing Manager

"The role of product marketing can look wildly different from one company to the next, and when you're early in your career, that can be disorienting. This course covers everything a PMM might be responsible for, across any company size or stage, without ever feeling overwhelming. It's the foundation I wish I'd had early in my career. You won't just learn what the role looks like in practice, but how to actually do it—with frameworks you can apply from day one, no matter where you land."

Michelle Zak Senior Product and Partner Marketing Manager

"The Product Marketing Certified Core course offered by Product Marketing Alliance is one of the most comprehensive product marketing certifications I have come across. It covers the entire discipline, from research and persona development to positioning, pricing, go-to-market strategies, and optimization, providing a solid foundation for anyone entering this field."

Jane Philippova Product Marketing Leader

Downloadyour brochure

Leverage the collective expertise and proven success from the world’s largest product marketing community. Our certifications are crafted with insights from top professionals at companies like Google, Salesforce, HubSpot, Slack, and more—ensuring you’re equipped with strategies that drive real results.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Download brochure Pitch the program

Product Marketing Core Framework

From research to pricing, positioning to enablement, storytelling to onboarding - and more, there’s a lot that goes into successfully getting a product to market - and keeping it there.

This framework’s designed to help you navigate every step.

Get the framework

Discovery

Thorough customer, market, and competitor research are the bedrock of any product marketing strategy. Fail to prepare, prepare to fail.

Build business case
Customer/market feedbacke
Why/loss analysis
Market research
Competitor intel
Market requirements
Testing assumptions
Review and refine

Get the framework

Strategize

From pricing to GTM, acquisition to internal comms, a watertight strategy is key. A strategy that looks at barriers, opportunities, and data-backed methodologies is the first step towards long-term success.

Pricing
Objectives
Go-to-market
Acquisition
Onboarding
Retention and expansion
Internal communication
Use Sales enablement
Barriers

Get the framework

Define

Defining the market you’re working in, identifying your personas, and creating positioning & messaging that truly resonates is essential.

Positioning
Narrative design
Messaging
Storytelling
Segmentation
User personas
Buyer personas
Use cases

Get the framework

Get set

If you want to go fast, go alone. If you want to go far, go together. Through training, collaboration sessions, and indispensable assets, equip other teams with all the knowledge they need to come with you.

Sales assets
Training
Sales enablement sessions
Marketing

Get the framework

Grow

A product marketing strategy is never complete. Analyze. Refine. Test. Repeat. And ensure your product doesn’t just get to market

but maintains a competitive position there.
- Case studies
- Analysis
- Optimization
- Customer feedback
- Prioritise tickets

Get the framework Back to start

Trusted ratings from:

4.9

4.7

4.5

Your instructors

Karen Faughnan

Product Marketing Manager, Ads

April Dunford

CEO

Daniela Kirchhubel

Head of Platform Product Marketing & Partner Marketing

Susan 'Spark' Park

Non-Executive Director

Irit Schwartz

Director of Product Marketing

Mary Sheehan

Group Product Marketing Manager, Creative Cloud

Eugenia Alfonzo

Product Marketing Manager, Ads

Dave Steer

Chief Marketing Officer

Rahul Awasthy

Head of GTM for AI

By the end of the certification you'll be able to...

Enroll now

Confidence on day one

Leave equipped to own every part of the role with frameworks, real-world case studies, and a practical toolkit built for how product marketing works today.

Have the answers

Learn from product marketing leaders working in global stage companies, and get the answers to the challenges you face today.

Create business impact

Show how product marketing drives adoption, alignment, and smarter decisions, and communicate your value clearly across the business.

What's included

Content

11 comprehensive modules covering everything from research to pricing and positioning, with AI woven throughout as a practical lens on how the role is evolving. Updated quarterly to keep up with market trends.

Footage

109 expert video lessons that break down complex product marketing concepts into digestible content, easy to understand and apply.

Coursework

10 optional, actionable tasks, so you can put the theory into practice and create a ready-to-use pack of materials to implement in your company.

Studies

Exclusive nuggets of knowledge from seasoned product marketing leaders at world-renowned organizations like Salesforce, Netflix, and Adobe.

Exams

Over 110 thought-provoking exam questions to test your knowledge, helping you internalize the concepts and principles of product marketing.

Templates

Lifetime access to over 47 customizable, tried-and-tested templates and frameworks to help you hit the ground running.

Access

100% on-demand and self-paced curriculum so you can learn at your convenience, wherever and whenever suits you best.

Certification

Recognition upon passing all exams, increasing your marketability and job prospects exponentially.

AI-powered

Get personalized, actionable advice on your toughest marketing questions, backed by the Product Marketing Alliance's entire knowledge base, using PMA-GPT.

Get access tothese 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.

Aligning customer evidence
Analyzing customer interviews
B2B buyer persona example
B2B persona questions master list
B2B user persona example
B2C buyer persona example
B2B and B2C persona questions master list
Battlecard template
Building a business case
Building a CAB
Buyer funnel template
Competitive intel checklist
Competitor SWOT analysis
Content mapping template
Customer case study questions template
Customer evidence question bank
Customer feedback questions
Customer onboarding framework
Decision-making unit (DMU) framework
DMU mapping worksheet
Example OKR report
Four types of customer journey maps
Go-to-Market template
How to run a multivariate test
How to run an A/B test
ICE framework
Impact vs. effort matrix
Jobs-to-be-done canvas
Key funnel metrics
Launch tiering
Messaging framework
Metric chains
PIE framework
Priority checklist
Positioning template
Problem-solution framework
Product launch tiers
Product marketing career table
Product marketing framework
Product marketing skills
RACI template
Sales script template
Segment hypothesis worksheet
SEO for PMMs
Story toolkit
Win/loss interview questions template
Win/loss email invite templates
Aligning customer evidence
Analyzing customer interviews
B2B buyer persona example
B2B persona questions master list
B2B user persona example
B2C buyer persona example
B2B and B2C persona questions master list
Battlecard template
Building a business case
Building a CAB
Buyer funnel template
Competitive intel checklist
Competitor SWOT analysis
Content mapping template
Customer case study questions template
Customer evidence question bank
Customer feedback questions
Customer onboarding framework
Decision-making unit (DMU) framework
DMU mapping worksheet
Example OKR report
Four types of customer journey maps
Go-to-Market template
How to run a multivariate test
How to run an A/B test
ICE framework
Impact vs. effort matrix
Jobs-to-be-done canvas
Key funnel metrics
Launch tiering
Messaging framework
Metric chains
PIE framework
Priority checklist
Positioning template
Problem-solution framework
Product launch tiers
Product marketing career table
Product marketing framework
Product marketing skills
RACI template
Sales script template
Segment hypothesis worksheet
SEO for PMMs
Story toolkit
Win/loss interview questions template
Win/loss email invite templates
Aligning customer evidence
Analyzing customer interviews
B2B buyer persona example
B2B persona questions master list
B2B user persona example
B2C buyer persona example
B2B and B2C persona questions master list
Battlecard template
Building a business case
Building a CAB
Buyer funnel template
Competitive intel checklist
Competitor SWOT analysis
Content mapping template
Customer case study questions template
Customer evidence question bank
Customer feedback questions
Customer onboarding framework
Decision-making unit (DMU) framework
DMU mapping worksheet
Example OKR report
Four types of customer journey maps
Go-to-Market template
How to run a multivariate test
How to run an A/B test
ICE framework
Impact vs. effort matrix
Jobs-to-be-done canvas
Key funnel metrics
Launch tiering
Messaging framework
Metric chains
PIE framework
Priority checklist
Positioning template
Problem-solution framework
Product launch tiers
Product marketing career table
Product marketing framework
Product marketing skills
RACI template
Sales script template
Segment hypothesis worksheet
SEO for PMMs
Story toolkit
Win/loss interview questions template
Win/loss email invite templates

Enroll now

Get this certification plus 40 others,with Pro+ membership

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual certifications to find the best value for your investment.

Learn about Pro+

Pro+ Membership

$167.00/month (billed annually)

Annual subscription with access to every certification, a yearly Summit, workshops, templates, mentors, members-only events, and more.

35+ certifications (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 On-demand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports

Subscribe to Pro+

Individual certification

$1,299.00 One off payment

One-off payment and lifetime access to this accredited certification.

Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams

Enroll now

Get this certification plus 30 others,with Exec+ membership

Discover how our Exec+ memberships stack up against our individual certifications to find the best value for your investment.

Learn about Exec+

Exec+ Membership

$167.00/month (billed annually)

Annual subscription with access to every certification, a yearly Summit, workshops, peer groups, dinners, exclusive leadership events, and more.

35+ certifications (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community

Subscribe to Exec+

Individual certification

$1,299.00 One off payment

One-off payment and lifetime access to this accredited certification.

Lifetime access to all certification content
Access to all future certification updates
Official certification if you pass the exams

Enroll now

Certificationbenefits

Master the modern PMM role: apply practical frameworks for real-world scenarios.
Build the skills: develop your judgment and confidence to succeed in today’s PMM role.
Stand out: earn a globally recognized credential that signals you're operating at the standard the role now demands.

Enroll now Download the brochure

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

Enroll now

Live virtual

Enroll now

On-demand

Enroll now

Comprehensive curriculum

19+ hours of on-demand content, with fireside chats, templates & frameworks, coursework & exams.

Official certification

Official CPD & CIM accredited certification.

Real-time interaction

Interact with peers and the instructor live with real-time feedback.

Instructor-led

Direct support to guide you through the curriculum from a PMM expert.

Role play

Hands-on activities and tangible exercises.

Networking opportunities

Build your network with PMMs near you and bond over drinks.

Why choose certifications from PMA?

Whether you prefer learning in bulk or taking things one step at a time, select the plan that’s best for you.

Enroll now

Old Way

Stodgy, outdated training

All theory, no action

Limited learnings from 1x expert

New Way

Interactive learning at your own pace

Practical, actionable, case study-led lessons

Community-led learning derived from the masses

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:

Book a call Learn more

Accelerate your learning withour product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

Ask your AI coach

FAQS

Who is Product Marketing Core for?

Anyone with an interest in product marketing. If you want to transition into the industry, it’ll give you the knowledge you need to hit the ground running. If you’re new to product marketing, it’ll upskill you in areas you might not have much experience in. If you’re a product marketing veteran, it’s a great refresher on current trends and new practices. Whatever your level, it’s an awesome opportunity to learn from senior PMMs at some of the world’s biggest businesses.

I'd love to get my whole team certified, do you have any discounts on offer?

Yep! All our team packages are bespoke to make sure they’re tailored towards what you’re after, but if you drop Matt a line on m.booth@pmmalliance.com and let him know what you want, he’ll put a personalized package together for you.

Is the certification geared towards helping entry-level product marketers, or should I seek an alternative?

Absolutely not! Our certification caters to product marketers of all levels. Newbies definitely won't be out of their depth and it's packed with tons of fresh learnings, templates, case studies, and exercises for people who have prior experience in the product marketing field, too.

Does Product Marketing Core cover AI?

Yes, but it’s not an AI certification. Product Marketing Core was rebuilt for the world PMMs work in now, with AI woven throughout as a practical lens where it’s relevant. If you're interested in AI, check out our AI for Product Marketing Certified: Masters.

What will I get with the certification?

You’ll get access to the full curriculum, practical templates and frameworks, and flexible ways to learn, so you can build skills you can apply in your role right away.

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