StretchLearn Course

Connect what your product does to why anyone should buy it

Positioning, messaging, launches, and enablement built on the frameworks working product marketers actually use

Beginner9 hr 25 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Product marketing is the connective tissue between what a product can do and why a customer should care, and most teams do it by guessing. This course replaces guesswork with the frameworks practitioners actually use: April Dunford's positioning method, Jobs to Be Done, a structured message house, tiered launch plans with a RACI, sales enablement assets that reps actually open, and win/loss and competitive intelligence loops. You will leave able to position an offer against real alternatives, write a message hierarchy, plan and run a launch, build enablement that moves deals, and feed competitive and customer evidence back into the strategy.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Define product marketing's mandate and write positioning using April Dunford's competitive-alternatives method

Translate features into customer value with Jobs to Be Done and a structured message house

Plan a tiered go-to-market launch with a RACI, launch checklist, and measurable success metrics

Build sales enablement assets, including a pitch deck, battlecard, and one-pager, that reps will use

Run win/loss interviews and competitive intelligence to keep messaging and positioning sharp

Measure product marketing impact with adoption, influenced pipeline, and message-testing data

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: What Product Marketing Is and How to Position

Get an accurate picture of product marketing's mandate and the four pillars, then learn to position an offer against the alternatives buyers really weigh using April Dunford's method.

3 lessons

The Product Marketing Mandate and Four PillarsContent · 45 min

Preview Enabled

Positioning with April Dunford's Five-Component MethodContent · 50 min

LMS Access

Pressure-Testing a Position Before You Ship ItContent · 45 min

LMS Access

Module 2

Module 2: From Features to Messaging That Lands

Turn a locked position into customer value using Jobs to Be Done, then organise it into a reusable message house with tested proof, so every channel says the same thing in the buyer's language.

3 lessons

Jobs to Be Done: Selling the Outcome, Not the FeatureContent · 45 min

LMS Access

Building a Message House and Value LadderContent · 50 min

LMS Access

Tailoring Messaging by Persona and Funnel StageContent · 45 min

LMS Access

Module 3

Module 3: Planning and Running a Launch

Turn messaging into a coordinated go-to-market motion: size the launch with tiers, run it from a checklist and RACI, and measure whether it actually worked.

3 lessons

Launch Tiers: Right-Sizing the EffortContent · 45 min

LMS Access

The Launch Plan, Checklist, and RACIContent · 50 min

LMS Access

Measuring Whether the Launch WorkedContent · 45 min

LMS Access

Module 4

Module 4: Enablement and Competitive Intelligence

Equip the people who sell and support the product with assets they will actually use, then keep positioning honest with competitive intelligence and win/loss research that feeds back into everything you built.

3 lessons

Sales Enablement Assets Reps Actually UseContent · 50 min

LMS Access

Competitive Intelligence and BattlecardsContent · 50 min

LMS Access

Win/Loss Analysis and Closing the LoopContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

product marketingpositioningmessaginggo-to-marketsales enablementjobs to be donewin loss analysiscompetitive intelligence