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Product Marketing Certified: Leadership
Introduction [10 mins]
What to expect from this course (2:27)
Your course pack
The definition of leadership (3:32)
Resource library
Product marketing strategy [2 hr 45 mins]
Creating a product marketing strategy (3:55)
Driving strategy with product marketing
Segmentation (4:02)
Customer segmentation [Q&A with Unbounce]
Changes to your messaging (2:34)
Your approach to positioning (6:50)
Indoctrinate your team in your strategy (2:47)
Consistency in your content (1:33)
Bonus: PMM strategies for mobile apps [Etsy]
Bonus: PMM strategies for a freemium product [HubSpot]
Fireside chat: Phill Agnew, Hotjar
Fireside chat: Devon O'Rourke, Fluvio
The unique challenges/opportunities of leading at a start-up (3:37)
Fireside chat: Jeff Schaffzin, Genysys
Bonus: A Start-up strategy slide deck
Exam #1 - Product marketing strategy
Building a product marketing team [2 hrs]
Building a product marketing team (1:42)
Product marketing team structures (4:55)
PMM team structures [examples]
A new function for PMM? (3:05)
How to structure your PMM team internally (19:15)
Bonus: How to build and structure a PMM team
Bonus: Built to scale - product marketing at Uber
The recruitment process (31:30)
Interview questions & tasks
Fireside chat: Tamara Grominsky, Unbounce
Fireside chat: Jennifer Bunting, LinkedIn
Exam #2 - Building a product marketing team
Team management [1 hr 30 mins]
Defining your leadership style (1:10)
'Hard' and 'soft' leadership skills (5:54)
Hard & soft skills [Q&A with Uber]
Developing an existing team (14:45)
Retaining and upskilling top talent (5:42)
Developing a high performance team (13:03)
Delegation and briefing (9:18)
Fireside chat: Tamara Niesen, Shopify
Bonus: Leading, building, and growing great PMMs [airSlate]
Exam #3 - Team management
Pricing, budgets & impact [1 hr 35 mins]
Pricing, budgets & impact (15:07)
Pricing strategies (4:22)
Bonus: How to get a seat at the pricing table
Bonus: pricing and packaging roadmaps to grow revenue [Zuora]
Product marketing + pricing [Q&A with Toast]
Bonus: The psychology behind pricing [Brandwatch]
Exam #4 - Pricing, budgets & impact
Data [1 hr]
Being data-driven (5:15)
The data your leaders care about (1:51)
Tying PMM to revenue (14:36)
Handling objections (2:29)
Your dashboard and messaging success (3:09)
Data visualization (1:59)
Fireside chat: Aaron Brennan, airSlate
Exam #5 - Data
Project management & go-to-market [55 mins]
Your role as a project leader (2:18)
Goals and prioritization (5:44)
Motivation and cohesion (7:50)
Planning and execution (2:44)
Discuss pricing and packaging early (1:48)
Product launches (10:51)
Fireside chat: Yoni Solomon, Uptime
Fireside chat: Chris Hines, ZScaler
Exam #6 - Project management & go-to-market
Influence & being cross-functional [1 hr]
Level-up your ability to influence people (4:56)
Owning your professional development (5:22)
Cross-functional relationships (30:25)
Analyst relations (10:00)
Product-led growth (6:45)
Bonus: Product-led growth - the rise of the user [OpenView]
A PMMs guide to product-led growth
Exam #7 - Influencer & being cross-functional
Wrap up
Resource library
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Hard & soft skills [Q&A with Uber]
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