Frequently Asked Questions

This course is for knowledge-hungry people who are looking to break into PMM or level up their PMM skills. You will be placed into a cohort with people that have a similar skillset and interest level as you so that you can learn from each other along this journey. This course is structured in a way that includes self paced learning, 1x1 coaching and feedback, and group case-based learning. We teach you how to think versus how to do. If you are interviewing, there's so many PMM hiring mangers who are eager to bring on talent and having strong work samples will help you stand out from your competition and give that unfair advantage.

Product Marketing is a newer function that many organizations are still struggling to define. In fact, many of the conversations that I have with CEOs and Marketing leaders are helping them to understand what should be in the realm of PMM and how to organize their teams for success here.

1) Build Personas using Art and Science: How to gain deep empathy for your buyers and influencers and create personas that rally not only your marketing team, but your Sales and Product teams around as well. 2) Messaging and Positioning: How to take a substantial amount of data points and distill them down into the key benefits to create a story for your specific buyer that’s memorable, concise and repeatable. 3) Go-To-Market Strategy: Product launch is one of the most exciting times of a company or a PMM’s career, but how do you ensure that you have a plan in place that clearly articulates the strategy and outcomes you are looking to drive? How do you ensure your plan is holistic and more importantly, how do you impact and influence your entire organization to rally behind you? 4) PMM Career Development: So you’ve decided you want to get into product marketing or grow your career from here. What next? How much money can you expect to make? How do you pick a company? What are the roles that you’ll be able to get beyond just the current one?

Participate. Engage. Speak up. Participate: This course is not meant to be powerpoint by death or static learning through video. Rather, you will watch an online video to learn a specific concept, practice that skill through a template or framework, and then walk through that with the rest of the cohort on our group Zoom call. Engage: Life is busy. Conflicts like work, working out, family, children, etc.. can easily get in the way of a course like this. Choose to engage and dedicate time to doing the homework so you get an opportunity to have hands on practice with personalized feedback. Speak Up: Class participation is so important to the learning model at HBS that 50% of a student's grade in many courses is based on the quality of class participation. This requires students and faculty to work closely together and lean in.

This online course is set up as a mixture of videos, case studies, and worksheets. You will be expected to watch the video, familiarize yourself with the case, complete the homework and participate in the group call.

You should expect to dedicate about 5 hours per week for between 4-6 weeks to the course to allow ample time to watch videos, review frameworks, participate in the case discussion and debrief. To get the most out of the course, you will need to read and reflect on the case, and then discuss your findings with other students. During the learning session —under the questioning and guidance of the instructor—you’ll probe underlying issues, compare different alternatives, and finally, suggest courses of action in light of the organization's objectives.

The full course is $849 which includes self paced learning, 1x1 coaching and group learning. You'll get full access to the materials alongside the knowledge you’ll gain from this class. If you are a student, there is student pricing available, please inquire!

Case-based learning is facilitated student learning in a discussion-based environment. Students place themselves in the role of the decision maker as they read through the situation and identify the problem they are faced with. They read and reflect on the case, and then meet in learning teams before class to "warm up" and discuss their findings with other students As you watch a case study unfold in the online session, you'll see students doing 85 percent of the talking, as the instructor steers the conversation by making occasional observations and asking questions. This classroom interaction is enriched by students from diverse industries, functions, countries, and experiences. At the end of the class, you'll be amazed at what you learn from exchanging ideas with your classmates.

Most Product Marketing Courses teach you how to do. We teach you how to think. Having hired and interviewed over 100 Product Marketers, I find that the ones that are the most successful are able to take a complex business problem and break it down into simple, digestible pieces to diagnose and solve through impact and influence across an organization. Often, PMMs ask for tools and frameworks at the beginning of their career. As valuable as this is, we can inadvertently skip a few steps, eager to get to the ‘answer’ without understanding why we came to that conclusion and how we can improvise and make it better in the future. Case-based learning allows us to think through the scenario step-by-step so that we take a holistic approach to bringing products to market.