Ready for Launch - The PMM's Guide to Product Launches
The only course to help Product Marketers nail launches from start to finish — from research and strategy, to execution and measurement.
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Course overview
Say goodbye to stitched together launch plans and hello to a repeatable playbook
Are you starting from scratch every time you launch a product? Does go-to-market feel like a jumble of random tactics? Are results next to impossible to measure?
With Ready for Launch, you’ll master the art of product launch and be all set to bring new products to market with confidence.
Learn from three award-winning product marketers and get the tools, processes and frameworks you need to consistently run great launches, time and time again.
For Early & Growth Stage B2B Product Marketers
01
Product Marketers who want a battle-tested blueprint for their first end-to-end product launch.
02
Senior Product Marketers who want to elevate their launches from good to great.
03
Solo Product Marketers who need to streamline their launch processes while driving impact.
No more second guessing yourself
Lack confidence in planning and managing product launches?
Walk away with a proven system that will help you run successful launches every time.
Forgetting to start with market research?
Learn how to quickly understand your market and competitive landscape and how to use these insights and inputs for your launch.
Do your launches lack and solid strategy?
Upgrade your approach to thinking more strategically about segmentation, positioning, pricing, packaging, and campaign strategy as a key part of your launch process.
Overwhelmed with everything that needs to get done?
Develop a simple system for managing your stakeholders, launch tasks, and bill of materials.
Starting every launch from scratch?
Get over a dozen proven templates and frameworks that are easy to customize and help you hit the ground running.
Feel like you’re all alone on an island?
Join a network of peers that can help you overcome imposter syndrome, refine your approach and level-up as a product marketer.
What’s included
Live sessions
Learn directly from your instructors in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
8 live sessions • 2 lessons • 26 projects
Week 1
- 🚀
WATCH ME FIRST
- 🚀
Make a copy of your workbook
Aug
29
Liftoff 🚀
Liftoff
Welcome to Ready for Launch.
Week 2
- 🚀
Milestone 1.1: Knowing the questions you’re trying to answer
Submit by Sep 20 - 🚀
Milestone 1.2: Identify your competitors
Submit by Sep 20 - 🚀
Milestone 1.3: Plot your competitive landscape
Submit by Sep 20 - 🚀
Milestone 1.4: Offer some direction for competitive messaging
Submit by Sep 20
Sep
3
Market & Competitive Research
Sep
5
Office Hours & Breakouts
Market & Competitive Research
Develop your toolkit for better understanding your market, customers, and competitors. Know what to ask and how to turn intel into actionable insights that help your launch stand out in a crowded market.
Week 3
- 🚀
Milestone 2.1: Prepare the outline of your go-to-market brief
Submit by Sep 20 - 🚀
Milestone 2.2: Build your audience profiles & personas
Submit by Sep 20 - 🚀
Milestone 2.3: Understand feature preference
Submit by Sep 20 - 🚀
Milestone 2.4: Identify willingness to pay
Submit by Sep 20 - 🚀
Milestone 2.5: Finalize pricing strategy
Submit by Sep 20 - 🚀
Milestone 2.6: Craft your positioning
Submit by Sep 20 - 🚀
Milestone 2.7: Write your messaging
Submit by Sep 20 - 🚀
Milestone 2.8: Complete your go-to-market brief
Submit by Sep 20 - 🚀
Milestone 2.9: Craft your launch narrative
Submit by Aug 8
Sep
10
Segmentation, Pricing & Packaging
Sep
12
Positioning & Messaging
Audience Definition
Map the key segments and personas who would extract value from your new product or feature. Learn how to leverage Voice of Customer programs, market research, and early adopter beta programs to build actionable personas.
Pricing & Packaging
Identify the optimal pricing and packaging strategy for your launch. Learn how to run PMM-friendly research studies like the Van Westendorp and Gabor Granger to determine price point and feature preferences.
Positioning & Messaging
Write compelling value propositions to guide campaign messaging and copy. Craft segmented positioning that appeals to your core personas and learn how to use pre-launch message testing to optimize for success.
Week 4
- 🚀
Milestone 3.1: Define Your Launch Tiers
Submit by Sep 19 - 🚀
Milestone 3.2: Define Your GTM Themes
Submit by Sep 19 - 🚀
Milestone 3.3: List Your Upcoming Releases
Submit by Sep 19 - 🚀
Milestone 3.4: Prioritize Your Next Launch
Submit by Sep 19 - 🚀
Milestone 3.5: Define Your Launch OKRs
Submit by Sep 20 - 🚀
Milestone 3.6: Build Your Launch Team
Submit by Sep 20 - 🚀
Milestone 3.7: Set Your Launch Milestones
Submit by Sep 20 - 🚀
Milestone 3.8: Determine Your Launch Channels
Submit by Sep 14 - 🚀
Milestone 3.9: Draft Your Launch Plan
Submit by Sep 20 - 🚀
Milestone 3.10: Set Your Meeting Cadences
Submit by Sep 20 - 🚀
Milestone 3.11: Plan Your Enablement Schedule
Submit by Sep 20 - 🚀
Milestone 3.12: Draft Your Enablement Brief
Submit by Sep 20 - 🚀
Milestone 3.13: Draft Your Social Enablement Guide
Submit by Sep 20
Sep
17
Office Hours & Breakouts
Sep
19
Launch Execution & Enablement
Launch Prioritization
Know the difference between releases and launches, plus how to effectively utilize launch tiers.
Launch Execution
Learn how to establish clear goals and timelines, and coordinate internal stakeholders to execute on your bill of materials.
Launch Enablement
Learn how to effectively enable your go-to-market teams and get everyone telling the same story. Get practical advice on how to drive employee engagement on launch day.
Week 5
Sep
24
Post-Launch Measurement & Strategy
What students are saying
Meet your instructors
Andy McCotter-Bicknell
Andy McCotter-Bicknell
Founder @ Healthy Competition
👋 Built competitive intel programs @ Apollo.io, ClickUp, and ZoomInfo
💚 Creator of Healthy Competition, the #1 community, newsletter, and podcast for Competitive Intel practitioners
🧑🏫 Built the Competitive Playbook course to help beginners build Competitive programs from scratch (200+ students)
Jason Oakley
Jason Oakley
Founder @ ProductivePMM
🚀 Creator of Productive PMM, where founding PMMs go for inspiration, tools, and coaching.
🗂️ Write PMM Files, a weekly newsletter with practical PMM examples
👋 Previously led Product Marketing @ Klue, Chili Piper, and Uberflip
Tamara Grominsky
Tamara Grominsky
Founder @ PMM Camp
✨ Creator of PMM Camp, the newsletter and community for product marketing leaders
👋 Previously Chief Strategy Officer @ Unbounce and VP Product Marketing @ Kajabi
🎯 Built Segmentation Certified and Pricing Certified self-paced courses to help PMMs apply strategy in a practical way
Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you