Master product-led growth and give your product, company, and career a competitive edge.
Product-led companies grow 2.5x faster than sales-led orgs. This course will transform you into the most-well rounded PM, enabling you to become the driving force behind your company’s PLG motion - and growth.
Course overview.
There are endless stats that cement the value of a product-led approach.
→ According to OpenView, PLG companies grow 2.5x faster than sales-led, and 4x faster than marketing-led.
→ ProfitWell revealed that PLG strategies have a 50% higher customer lifetime value.
→ Forrester found PLG orgs experience higher revenue growth, increased customer satisfaction, and improved brand loyalty.
The PLG model has shifted the way product orgs think. It emphasizes users, empowers product teams, and truly brings out the value in your product. It allows you to show, not just tell, your users that your product is the best solution.
And you - the product manager - are best positioned to own the PLG motion with your org.
This course will turn you into the Swiss army knife of PMs so you can lead not just your product strategy, but your PLG strategy too, and become a key cog in your organization’s growth.
By the end of this course you'll:
Have all insights needed to build and execute your product’s PLG strategy.
Gain in-depth knowledge of the current state of PLG, and how it came to be.
Expertly apply the common components of PLG with proven strategies.
Be more informed, confident, and impactful in every facet of product-led growth.
Have all the knowledge to gain a complete overview of PLG and where your skills sit in that overview.
Propel your product career growth by arming yourself with everything you need to crush your current role.
Course Curriculum
1. Introduction [25 mins]
Pre-course survey
How to get the most out of this course
Your course pack
What to expect from PLG Certified
Resource library
The origins of PLG
The hallmarks and benefits of PLG
2. Approaches to Growth
The conditions for PLG
Time to reflect
3. Moving Towards Product-Led Growth [80 mins]
Moving towards PLG
Methods and frameworks
Transitioning to PLG
PQLs
[Fireside chat]: How product marketing integrates with PLG - Daniel Kuperman, Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian
[Bonus footage]: Building cross-functional alignment as a product leader using data - Kavan Sabnani, Staff Product Manager at Mixpanel
Exam
Time to reflect
4. The Groundwork [60 mins]
The groundwork
Structuring teams
Coursework
Product Operations
Product-market fit
[Fireside chat]: The PLG mindset and Product Operations
Exam
Time to reflect
[Bonus footage]: Who owns growth? Insights from Booking.com, Accurx, and heycar
5. The New User Journey [60 mins]
The new customer journey
Mapping the journey
Personas
Customer centricity
[Bonus footage]: Optimizing customer feedback loops - Adyen | Zoa
Exam
Time to reflect
6. The PLG Pillars [90 mins]
Introduction
Experience sampling
Pricing
Freemium Pricing
Onboarding and conversion
Improving onboarding and conversion
[Fireside chat]: Customer centricity, pricing, and collaboration - Carrie Tian, Product Manager at Wave
Article: Hubspot's growth process
[Bonus footage]: Creating a culture of experimentation - Alexandra Lung, Fractional CPO/Product advisor/Leadership coach
Exam
Time to reflect
7. Retention and Measuring Your Success [110 mins]
Retention
Engagement and content
Advocacy and community
Measuring your success
Crafting your own metrics
[Bonus footage]: Which metrics to track to supercharge growth - Mercury | Interna | IU Group
Exam
Time to reflect
8. Wrap Up and Key Takeaways [4 mins]
Course recap
9. Wrap Up [10 mins]
Incident report
Resource library
Your feedback
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Product-Led Growth certificate
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FAQs
Who’s this course for?
This course is for anyone wanting to move in a product-led direction, from product managers to UX designers, you’ll be able to get all the knowledge and insights you need to master PLG.
How long will it take me to complete the course?
It depends on how quickly you work your way through all the materials. The course itself comprises 6+ hours of content in which you’ll be required to complete exams. On top of that, you’ll be given access to bonus footage and although this isn't mandatory, we’d recommend giving it a watch!
Finally, you’ll also be given the option to complete coursework tasks as you go - these aren’t mandatory either but they’re well worth getting stuck into, to help you put everything you’ve learned into practice and walk away with a pack of actionable takeaways to go and apply right away.
What happens once I’ve completed the course?
A couple of things. Providing you’ve passed all the exams, you’ll be issued your certificate pretty much on the spot. You’ll also be given entire access to all the content for life, so if you wanna brush up on anything down the line, you’ll be able to refer back to every video, template, and coursework task whenever you want.
Looking to learn as a team?
If you're looking to get a team of three or more certified, then speak to Matt about team rates
P.s. If you need help convincing the boss, we've done the hard part for you.