Launch playbooks, ICP definition, competitive intelligence, and sales enablement — the connective tissue between product and market.
Product marketing is the discipline that makes launches land and sales teams win. This course covers the full PMM scope: market research, go-to-market strategy, launch playbooks, sales enablement, pricing strategy, competitive intelligence, customer evidence, and category creation — ending with a complete GTM plan sprint.
Built by Lakshya Kumar
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Sign in to applyComplete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Produce a complete go-to-market plan for a real product launch: positioning statement, messaging hierarchy with segment variants, launch tier definition (tier 1/2/3 criteria), T-minus launch timeline with RACI, 5 KPIs with baselines and targets, battle card for the top 2 competitors, and a working-backwards press release. Each section must be grounded in research — not assumptions.
Choose a product feature and design a tiered launch: Tier 1 (private beta + interviews), Tier 2 (general release with content), Tier 3 (paid amplification). Include the criteria for advancing tiers, content deliverables per tier, and measurement.
I am learning product marketing — market research, go-to-market strategy, launch playbooks, sales enablement, pricing strategy, competitive intelligence, customer evidence, and category creation. Help me build a complete GTM plan for a real product launch.
Build a sales enablement deck for a B2B product: ICP, value props by persona, objection-handling, demo flow, competitive comparison, pricing. Include speaker notes and an FAQ for new reps.
Produce 3 competitor battlecards: positioning vs you, where you win/lose, traps in their demo, key talking points. Each battlecard is 1 page; tested by interviewing a sales rep (or salesperson roleplay) on whether they could use it in a call.
Design a win-loss research program: interview script for 10 won and 10 lost prospects, analysis framework, output format, cadence. Run at least 3 interviews (or roleplay them) and synthesize a one-page report of patterns + action items.
The definitive framework for marketing technology products to mainstream buyers.