Upcoming cohort: May 8 - June 30
👩🏼🏫 8 weeks ⏰ 40+ hours of education 📝 Actionable coursework 🖥 Live weekly workshops 🔖 Official certification 🔥 Exclusive Slack channel
🛠 14 templates & frameworks 👨🏫 PMA Exec membership included
Program overview.
Leading your organization’s product marketing strategy can be a heavy burden to carry. This truly interactive leadership accelerator program enables you to learn, share, and leverage your practice with PMM leaders all over the world in an intimate, exclusive, and private environment.
From scaling teams, data, and budgets, to strategies, project management, and influence (and more!), over eight enjoyably intense weeks, it covers all the quintessential areas needed to shine in a leadership role.
But it doesn’t stop there. If you’ve got one eye on the C-suite - either now or in the future, we’ve dedicated an entire week to supporting your career goals.
"Flat out awesome course! This course leaves no stone unturned, and even provides you with all the slide decks, tools, and templates for future use. All the leadership interviews with the industry's top product marketing leaders provided so many nuggets of product marketing leadership gold and real-world practical application. If you want to take your product marketing career to the next level, this is absolutely the course for you - bar none!"
-Scott Bamford, Senior Product Marketing Manager at HotSchedules
How it works.
Each week of the two-month program you’ll:
⏰ Get stuck into 1-2 hour’s worth of leadership curriculum
🎬 Learn from Etsy, HubSpot, Zuora & more with bonus footage
👩💻 Participate in live presentations and networking sessions
✅ Complete mandatory exams to test your understanding of the theory
🧠 Work on hands-on coursework activities to put everything into practice
🙋♀️ Get involved in lively discussions in your private fellowship alumni channel
🛠 Access a bank of industry-standard templates and frameworks
🔥 Tune into fireside chats with Shopify, LinkedIn, airSlate, and more
Learn from product marketing leaders like these:
(Plus many, many more)
Christine Tran
Senior Director, Product Marketing at Quantum Metric
Julien Sauvage
VP, Corporate and Product Marketing at Clari
Becky Trevino
Executive VP of Product at Snow Software
Ken Oestreich
Chief Marketing Officer at bodo.ai
Crystal Crouch
Senior Manager, Product Marketing at Motive
Jam Khan
SVP of Product Marketing at 6sense
Tamara Niesen
Director (Head of) Global GTM & Demand Generation at Shopify
Yoni Solomon
VP Product Marketing at Gympass
Phill Agnew
Senior Product Marketing Manager at Buffer
What to expect.
🔥 Non-stop, actionable insights
🗓 Practical applications every week
🕵️♂️ Total privacy with your closed PMM leadership pod
👥 Tons of networking opportunities
👉 Hands-on coursework activities
💡 Endless ideas from your peers and presenters
🏅 Fuel to shape your gold-standard product marketing strategy
Psst. Prefer learning at your own pace?
Checkout Product Marketing Certified: Leadership. Same great curriculum. Same raving reviews. Just on your own watch without the live components and your cohort of peers.
Executive membership.
As a student of the PMM Leadership Accelerator course, you're already on the path to mastering the art of product marketing. But why stop there? Take your skills to the next level with Executive Membership from the Product Marketing Alliance.
For 150 days students will unlock complimentary access to our network of industry experts, resources, and professional development opportunities specifically tailored for product marketing leaders.
With benefits such as resources to support your strategic initiatives, high-level networking events, and access to the latest industry research and trends, Exec Membership is your springboard to success.
What you’ll accomplish.
By the end of the eight-week program you’ll:
💪 Be more informed, confident, and impactful on every aspect of being a great product marketing leader.
🏅 Have all the knowledge, tools, and skills needed to build and scale a gold-standard product marketing team.
💡 Be equipped with endless leadership insights from the likes of LinkedIn, Shopify, Hotjar, Unbounce, and more.
📈 Supercharge your career growth by arming yourself with everything you need to crush your current role, as well as what’s expected to progress into the C-suite.
Join a PMM Leadership Accelerator cohort that suits you. 👇
| Cohort | Start date | End date | Sign up |
|---|---|---|---|
| Q2 2023 | Monday, May 8 | Friday, June 30 | Reserve your seat |
| Q3 2023 | Monday, September 25 | Friday, November 17 | Reserve your seat |
Looking to learn as a team? Reach out to us.
If you're looking to get a team of three or more PMMs certified, then speak to Tom about team rates on [email protected].
P.s. If you need help convincing your boss, we've done the hard part for you.
Built with the best of the best.
The PMM Leadership Accelerator program has been built in collaboration with Director and VP level product marketers from some of the world’s best-known brands - we’re talking Amazon Web Services, LinkedIn, G2, Uber, Unbounce, and more.
You’ll be able to tap directly into their tried and tested tactics, strategies, and methodologies and put all that intel into building your killer strategy.
Program schedule 👩🏼🏫
- 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
- Coursework #1 - product marketing strategy
- [LIVE] Your weekly presentation with Snow Software
- 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
- Coursework #2 - building a PMM team
- [LIVE] Your weekly presentation with Clari
- Defining your leadership style (1:10)
- 'Hard' and 'soft' leadership skills (5:54)
- Hard & soft skills [Q&A with Uber]
- Making the hard decisions (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
- Coursework #3 - team management
- [LIVE] Your weekly presentation with Quantum Metric
- 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
- Coursework #4 - pricing, budgets & impact
- [LIVE] Your weekly presentation
- Your Mid-Point feedback
- 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
- Coursework #6 - project management & GTM
- [LIVE] Your weekly presentation
- 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
- Coursework #7 - influence & being cross-functional
- [LIVE] Your weekly presentation with 6sense
FAQs
Q: When does the program start?
A: The program begins at different stages throughout the year, all dates are available above. Your dedicated Slack channel will be open from the moment you register and forevermore once the program's concluded.
Q: Is the curriculum content accredited?
A: It certainly is. As well as seals of approval from orgs like Hotjar, Etsy, LinkedIn, and more, Product Marketing Certified: Leadership is recognized by the Chartered Institute of Marketing (CIM) and accredited by Continuing Professional Development (CPD).
Q: Who’s this program for?
A: This program’s built with Heads of Product Marketing, Directors of Product Marketing, and VPs of Product Marketing in mind (or equivalent).
That said, if you’re not quite at those upper rungs of the product marketing career ladder - yet, providing you have an incredibly strong grasp of the product marketing function, this program provides a unique opportunity to identify and fill and knowledge gaps, as well as brush shoulders with some of the most effective PMM leaders in the world.
Q: How long will I get access to the self-paced content once the program’s over?
A: Forever. Pay once, get access to all the curriculum content, bonus footage, fireside chats, exams, coursework, alumni, templates, and frameworks, for life.
Q: What time will the live sessions take place?
A: We’ve positioned the live, weekly presentations at the most universally friendly time we can find. They’ll be morning time (9am) for those in a PST timezone, midday for those in an EST timezone, and early evening for all our European folks. In general the live presentations should take place on Thursdays for the duration of the course.
Q: Will I get recordings from the live, weekly presentations?
A: 100%. We’ll upload the presentation recording and slide deck into your dashboard a day or two after the session and then they’ll be yours to refer back to as often as you like, for as long as you like.
Q: How long will the program take to complete?
A: Eight weeks. After that, the weekly presentations, coursework, exams, etc., will come to an end, however, you’ll have access to all the materials to learn from for life. The alumni channel will be an eternal resource too, to stay in touch with and learn from your fellowship program peers.
Q: How different are these materials from those in the PMA membership plan?
A: In short, very. You’ll not find the content in our curriculum or fireside chats anywhere else. The same applies to the live presentation too - these will be delivered live on the day and will be 100% exclusive to you and your fellows. Our fellowship program is the only place you can tap into these materials.
