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Convince
your boss
Download
your brochure
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Master pricing strategy andcommunicate it with confidence
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Brought to you,
in partnership with...
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Course
overview
With ‘price’ and ‘cost’ being the most common objections that sales teams face on a day-to-day basis, building your fundamental knowledge of pricing strategy is a key step towards developing as an enablement professional.
Pricing Certified contains comprehensive pricing theory to give you: a total understanding of pricing, knowledge on how to collaborate with product marketing, and confidence that your sales team's pricing messaging is perfect.
With this course, you’ll learn from a renowned pricing expert to become a more knowledgeable, rounded sales enablement professional and accelerate your personal growth.
Chapters
- Introduction to pricing
- Product marketing & pricing
- Price elasticity
- [Fireside chat] Jonathan Brandon, Head of Monetization & Pricing Strategy at Intercom
Chapters
- Competition-based pricing
- Cost-plus pricing
- Dynamic pricing
- Value-based pricing
- Usage based pricing
- Freemium pricing
- Maximum, penetration and skimming pricing
Chapters
- Why segmentation matters
- Selecting your segments
Chapters
- Introduction to packaging
- Feature preference
- Values metric
- Bundles
Chapters
- What is WTP?
- Surveys
- Conjoint
- Interviews & focus groups
- [Fireside chat] Ria Bhavnani, Product Pricing & Monetization at Shopify
Chapters
- Building the strategy
- Pricing roadmap
- Pricing psychology experiments
- Conclusion
- [Fireside chat] Alan Albert, President at MarketFit
Chapters
Modules
Modules
Modules
Chapters
- Introduction to pricing
- Product marketing & pricing
- Price elasticity
- [Fireside chat] Jonathan Brandon, Head of Monetization & Pricing Strategy at Intercom
Chapters
- Competition-based pricing
- Cost-plus pricing
- Dynamic pricing
- Value-based pricing
- Usage based pricing
- Freemium pricing
- Maximum, penetration and skimming pricing
Chapters
- Why segmentation matters
- Selecting your segments
Chapters
- Introduction to packaging
- Feature preference
- Values metric
- Bundles
Chapters
- What is WTP?
- Surveys
- Conjoint
- Interviews & focus groups
- [Fireside chat] Ria Bhavnani, Product Pricing & Monetization at Shopify
Chapters
- Building the strategy
- Pricing roadmap
- Pricing psychology experiments
- Conclusion
- [Fireside chat] Alan Albert, President at MarketFit
Chapters
Modules
Modules
Modules
Our stats
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"When you think you know pricing, you start this course and realize how much info you were missing. Definitely a must-have certification for any marketing specialist or leader aiming to manage pricing the right way."
Igor Kranjčec
Head of Revenue
"For me the course is perfect! Tamara nailed all the parts and shared insights that enable us to build a good pricing strategy."
Iman Bayatra
Director, Global Product Marketing
"With this course and the templates it provides, you will be able to provide high value to your organisation and create a lasting pricing strategy."
Elizaveta Vandamme
Product Marketing Manager
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Tamara Grominsky
Tamara is the driving force behind PMM Camp, the premier destination for product marketing leadership. Her mission is to ignite individuals' passion for product marketing, foster meaningful connections, and assist them in excelling in their careers. Whether you join her vibrant community, subscribe to her insightful weekly newsletter, or engage her as your personal coach, Tamara is committed to helping you blaze a trail to PMM leadership. She aims to construct impactful careers with the best strategies around.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Ria Bhavnani
Ria is a Senior Lead at Shopify, specializing in Product Monetization & Pricing. With a keen focus on optimizing revenue streams, she plays a crucial role in driving pricing strategies and maximizing product value. Ria's expertise lies in aligning monetization approaches with customer needs and market dynamics, contributing to Shopify's continued growth and success.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Alan Albert
Alan, President of MarketFit, specializes in driving measurable growth through strategic services. With expertise in corporate, product, and pricing strategy, fueled by deep customer insights, he provides coaching in strategic innovation, product positioning, and pricing optimization. As a co-founder of three software companies, one acquired by Apple Computer, Alan has a proven track record of delivering top-selling and award-winning products, generating over US$1 billion in revenue. Recognized with a Lifetime Achievement Award from FileMaker Inc., his broad professional experience spans CEO roles, board positions, and strategic advisory roles across various technology sectors.
By the end of the course
you'll be able to...
Master pricing strategy
Understand the ins and outs of pricing and messaging so that you can communicate it to your teams.
Work cross-collaboratively
Develop partnerships across teams and ensure your org’s pricing strategy is airtight.
Elevate your messaging
Teach your sales teams to communicate critical price and cost messaging without scaring prospects away.
What's
included
Industry-leading, community-led curriculum that covers pricing strategy and theory from every angle - with nothing but expert intel throughout.
Cutting-edge insights from world-leading pricing experts from Shopify, Kajabi, Intercom, and more on how they've achieved success - so you can tap into their learnings.
Exam questions throughout to consolidate your learning, challenge your way of thinking and ensure what you learn in the course is taken out into the real world.
Tried, tested, and vetted templates and frameworks ready to use right away to streamline your processes and work with peace of mind.
Create your own bank of tangible takeaways, bring them back to your boss, implement them right away, demonstrate instant ROI, and grow your career.
Access fireside chats, and extra footage, plus apply practical tools and resources to implement cutting-edge enablement strategies.
Engage with multimedia content: videos, infographics, and more. Learning is an experience, and we've made it immersive.
Get officially Pricing certified and access the entire library of content for life.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this course plus 11 others,with Pro+ membership
Discover how our Pro+ memberships stack up against our individual courses to find the best fit for you or your team.
Sales Enablement Certified: Core
11+ Masters certifications
1 free in-person Summit ticket a year
Live GTM, revenue & AI workshops
Mentor program
100s of exclusive content
60+ templates & frameworks
450+ hours of expert insights
Members-only community
SEC GPT
Lifetime access to individual course bought
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Elevate your pricing strategy knowledge to new levels
Revolutionize your teams’ pricing messaging and convert more prospects
Accelerate your personal development and expand your organizational knowledge
Why choosecourses from SEC?
Whether you prefer learning in bulk or taking things one step at a time, select the plan that’s best for you.
Old Way
New Way
Get your team onthe same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
Don’t wait ‘til the workshopget your answers instantly.
Get personalized advice for all your enablement questions, backed by our entire knowledge base through SEC GPT - your enablement AI assistant.
FAQS
This course is packed with pricing theory that’ll supplement your knowledge, irrespective of whether you’re a product marketer directly involved in pricing, or a sales enablement professional who wants a greater understanding of pricing in order to nail down the sales team’s messaging.
Once you enroll, you’ll work through the modules in whatever order suits your goals and be invited to take part in activities. At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Pricing Certified!
The course is 100% OnDemand and fully self-paced and is approximately 5 hours.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
For life! One, one-off payment gives you unlimited to all the course’s content forevermore.
