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  • Stronger market & customer knowledge than all other disciplines
  • Generate higher-quality leads with the customer's version of your value story.
  • Improve sales proficiency with fewer artifacts.
Lesson Plans

product marketing course 101 BASIC | Product Marketing

Skills to Grow Your Product Revenue and Your Career

This hands-on, how-to workshop will give you the basics to work smarter, not harder. Get your team on the same page with a common baseline of skills, best practices, terminology, and artifacts. You’ll learn how to market the strategic value of your products with less effort and make salespeople more proficient with fewer artifacts. Grow your market share, retain customers, and grow wallet share. Ideal for aspiring product marketers too!

  • On-Demand: 60-Day Subscription, $1,995/person
    • 129 minutes of video + optional exercises
  • Live Virtual Classroom: Four Half-Day Sessions, $2195/person
  • Onsite: 2 Days, $2295/person

    SESSON 1

    Introduction to Outcome-Based Product Marketing

    LESSON 1: Segment Your Markets

    A clear the definition of WHO means sharper positioning.

    LESSON 2: Formalize Voice of Customer (VOC) Structure

    Create positioning in a voice they already understand.

    LESSON 3: Facilitate Customer Discovery Meetings

    Using customer outcomes to uncover the "real problems."

    LESSON 4: Create Outcome-Based Customer Personas

    Convince customers they'll be better at whatever they do.

    SESSON 2

    LESSON 5: Create Top-Down Business Requirements

    Customer needs in a language anyone can understand.

    LESSON 6: Outcome-Based Competitive Comparisons

    Differentiate with outcomes instead of features.


    LESSON 7: Create a Product Marketing Roadmap for Sales

    Fence sales into your most lucrative markets.

    LESSON 8: Positioning: Create the Customer’s Value Story

    Tell them what they're already thinking and they'll engage.

    LESSON 9: Create Marketing Materials That Engage Buyers

    They'll engage if they're convinced you understand them.


    LESSON 10: Create Sales Tools That Simplify Selling

    Easier for sales to sell. Easier for customers to buy.

    LESSON 11: Create the Situational Sales Playbook

    Less is more.

    LESSON 12: Execute a Successful Rollout & Launch

    Revenue, references and retention!

    LESSON 13: Structure Product Marketing for Outcomes

    Mirror your markets and customers.

    LESSON 14: Get Started

    The fastest way to get a few quick wins.


    • Take the exam at your convenience.
    • 2-hour online open-book exam.
    • 35 multiple choice questions.
    • 25+ correct answers for a passing grade.

    Product Marketing Certification
    Lesson Plans

    product marketing course 501 Advanced | Portfolio Marketing

    Pre-requisite: 101 Basic Product Marketing

    Skills to Grow Market/Wallet Share in Named Segments

    The strategic value of your portfolio is greater than the sum of your products. Learn how to create a portfolio marketing strategy that fences your salesforce into the most lucrative market segments. Grow market share and wallet share by creating and mobilizing the customer’s version of your portfolio value story. Engage the economic buyer and see higher quality pipelines. Skills for leading a portfolio.

    • Live Virtual Classroom: Four Half-Day Sessions, $2195/person
    • Onsite: 2 Days, $2295/person

      Session 1

      Introduction to Advanced Portfolio Marketing

      LESSON 1:  Advanced Market Sizing & Opportunity Analysis

      LESSON 2: Create a Portfolio Heat Map 

      LESSON 3: Create Executive Personas

      LESSON 4: Analyze Quantitative Portfolio S.W.O.T.

      LESSON 5: Analyze Qualitative Portfolio S.W.O.T.

      Session 2

      LESSON 6: Competitive S.W.O.T. Analysis by Segment

      LESSON 7: Facilitate Industry Advisory Board Meetings

      LESSON 8: Create Strategic Business Requirements

      LESSON 9: Create a Customer-Facing Portfolio Vision

      Session 3

      LESSON 10: Prioritize Market Segment Opportunities

      LESSON 11: Create a Portfolio Marketing Roadmap

      LESSON 12: Creating Market Segment Positioning

      Session 4

      LESSON 13: Create Segment Marketing & Sales Tools

      LESSON 14: Structure Product Marketing for Growth

      LESSON 15: Get Started


      • Take the exam at your convenience.
      • 2-hour online open-book exam.
      • 35 multiple choice questions.
      • 25+ correct answers for a passing grade.

      View All

      product marketing course Certification | Basic & Advanced

      Differentiate Yourself With Unique B2B Product & Portfolio Marketing Certifications

      101 BASIC

      • Certify your real-world working knowledge of basic product marketing practices for B2B.

      • Acquire skills that accelerate your growth into a product marketing leader role.

      • Included with Basic Product Marketing courses.

      Product Marketing Certification

      501 ADVANCED

      • Certify your real-world working knowledge of advanced portfolio marketing practices for B2B.

      • Acquire skills that accelerate your growth into a portfolio marketing leader role.

      • Included with Advanced Portfolio Marketing courses.

      The Classroom

      • Personalized case studies for your products and your markets.
      • B2B and B2B2C examples that are relevant to your business.
      • Breakout sessions and collaboration with team members.
      “John has conducted several training workshops with the goal of helping us to transition to a more customer focused approach to product marketing & development. The Product Management University framework really helped us understand the importance of customer goals in conjunction with needs and problems. John also facilitated open discussion sessions during a customer event. The discussion sessions were extremely well received by our customers.”
      Global Marketing Director
      Product Management University Helped Me Learn! 5
      “I’ve established a framework that helps our Product Leaders consider sales and customer outcomes in ways that are more portfolio-driven. It helps create value boundaries around products as well. It’s great to see practical training around these principles throughout the Product Management University curriculum!”
      Senior Vice President
      Product Management University Helped Me Learn! 5
      “I love the messaging framework because it forces us to think like a customer before we think about our products. John did a great job of personalizing his training to our markets and we walked out with a complete value dialogue for our newest product. It’ll be really easy to apply this framework to other products going forward. John is a great instructor and I highly recommend his training.”
      Chief Marketing Officer
      Product Management University Helped Me Learn! 5


      My top priority is that you understand how to apply B2B product and portfolio marketing practices to your everyday job, your products and your markets. That's why we do it together in the classroom so you won't have to figure it out after the training.

      product management instructor


      That's the whole point of our Customer Outcome Framework. To keep all customer-facing disciplines aligned to the goals and priorities of your customers so that everyone can do their part to eliminate the obstacles. For product marketing, that means the story you're using to generate demand is the same story sales is using to sell the products.

      Customer Outcome Framework