Collette Johnson

Expert in Residence 

Product Marketing Alliance




About this course

This course is designed to create clear alignment across the organization on everything from what product marketing is and the company-wide value it adds, to how a PMM’s research, positioning and sales enablement efforts stand to enhance everyone else’s performance.

Course information

| Foundation/Intermediate | 1 week | Mon, Wed & Fri |
| 12pm UK time | 3 x 1-hour classes |

Suitable for:

Founders - why product marketing is important to business growth

Product - how product marketing works with product

Sales - how product marketing can improve sales 

Marketing - how product marketing fits into the marketing function

Product marketeers - how to be a great product marketeer

Course syllabus

Class 1

What is Product Marketing?

  • Why is it important

  • Where does it sit

  • How do you measure it

Class 2

 Research, positioning & messaging

  • Customer and competitor research

  • How to determine your positioning

  • Building out your product messaging

Class 3



  • Working with the sales team

  • Enabling sales throughout the funnel 

  • Reporting and optimisation

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