Product marketing
Master how to take products to market profitably by combining go-to-market planning, pricing, customer research, launches, and competitive intelligence. By the end, you will be able to design a launch strategy, set revenue-driving prices, and position products against competitors.
Product marketing is where strategy meets revenue, and most companies treat it like an afterthought. You will not. This block takes you through the five disciplines that separate the CMOs who ship products people buy from the ones who launch into silence.
Start with go-to-market strategy, from foundations to the frameworks and advanced tactics that decide whether a product finds its market or dies in a deck. Move into pricing strategy, where you learn to set numbers that drive revenue instead of leaving money on the table or scaring off the buyers you worked so hard to earn. Then customer research, because opinions are cheap and evidence wins. You will turn what customers actually do into the revenue decisions your board respects.
The product launch playbook module gives you a repeatable system, not a one-time miracle. You will build launches that create demand, coordinate the whole company, and convert attention into pipeline. Competitive intelligence closes the loop, teaching you to read the market, anticipate rivals, and position so cleanly that the comparison stops being a fight.
Every module runs the same arc: foundations and core concepts, frameworks and methodology, real-world application, and a CMO playbook packed with the advanced tactics you actually use in the room. No filler. No theory for its own sake.
This is the CMO Track, so the standard is higher. You are not here to learn vocabulary. You are here to own the commercial engine that turns products into growth. By the time you finish, product marketing stops being a function you delegate and becomes a lever you pull with confidence. Let the competition keep guessing.
What you'll master
- Build a go-to-market strategy that turns a product into predictable pipeline
- Set pricing that maximizes revenue without stalling conversion
- Convert customer research into decisions your board will fund
- Design a repeatable product launch playbook that creates demand on command
- Read competitive intelligence and position so the comparison stops being a fight
- Coordinate the entire company around a launch instead of a single team
- Diagnose product-market fit with evidence rather than opinion
Modules
Covers how to plan and execute a go-to-market strategy that aligns positioning, channels, and audience.
Covers how to set, test, and optimize pricing models that maximize revenue and margin.
Covers how to gather and translate customer insights into actionable revenue decisions.
Covers how to build and run a repeatable product launch playbook that drives adoption.
Covers how to gather, analyze, and act on competitor intelligence to win positioning battles.
Frequently asked questions
What does the Product marketing block cover?
It covers five disciplines across 19 lessons: go-to-market strategy, pricing strategy, customer research, product launch playbook, and competitive intelligence. The aim is practical: design a launch strategy, set prices that drive revenue, and position a product against its competitors.
Who is this block for?
It sits in the CMO Track and targets people who own commercial decisions on a product: marketing leaders, product marketers, founders who still carry the go-to-market themselves. The level assumes you already know the vocabulary and want the decisions, not the definitions.
How is each module structured?
Every module in Product marketing follows the same arc: foundations and core concepts, then frameworks and methodology, then real-world application, then a CMO playbook with advanced tactics. Customer research runs on three lessons instead of four; the other four modules have four each.
Where should I start if a launch is already scheduled?
Start with the Product launch playbook module, then go back to go-to-market strategy. The playbook covers how to coordinate the whole company rather than a single team and how to turn attention into pipeline, which is what a fixed date forces you to solve first.
What's the difference between the go-to-market and pricing modules?
Go-to-market aligns positioning, channels and audience so a product reaches the right buyers. Pricing strategy deals with the number itself: models, testing, price elasticity, dynamic pricing, and how to maximize revenue without stalling conversion. They are separate modules because a strong plan with the wrong price still loses money.
Does the customer research module include how to defend findings internally?
Yes. One of its lessons is built around turning customer research into revenue decisions, and the stated outcome is converting research into decisions a board will fund. The angle is evidence over opinion: what customers actually do rather than what they say they prefer.