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Course
overview 

In today’s competitive landscape, staying ahead requires more than just intuition or market research. It demands a deep understanding of your customers, their needs, and the ever-evolving market trends.‍

That’s where customer advisory boards (CABs) come into play. This course uncovers the nuts and bolts of CABs, from getting buy-in from stakeholders to consolidating feedback and introducing action points. By the time you’re done, you’ll be ready to implement CABs that align with your business goals and make a real impact. With expert tips, tried-and-tested templates, and enlightening case studies, you’ll have a blueprint to not only manage negative feedback - but turn it into your biggest asset.

Chapters

  • Pre-course survey
  • Starting your customer-first journey
  • About your instructor
  • Resource library
  • An intro to Customer Advisory Boards
  • Exam #1

Chapters

  • Strategies, stakeholders & business plans
  • Expert insight with Joshua Zerkel at Asana
  • Exam #2

Chapters

  • Key ingredients to a successful CAB
  • Setting objectives & themes
  • Sourcing ideal members & discovering their WHY
  • Exam #3
  • Preparing your agenda
  • On the day
  • Expert insight with Alison Lutjemeir from Adobe
  • Exam #4

Chapters

  • Debrief & consolidation
  • Expert insight with Lisa Painter at Zendesk
  • Communication
  • Maintaining momentum
  • Expert insight with Judy Tian at LinkedIn
  • Exam #5

Chapters

  • Key components of a successful CAB
  • Resource library
  • Get your certificate

Chapters

Chapters

Modules

Modules

Modules

Introduction

Chapters

  • Pre-course survey
  • Starting your customer-first journey
  • About your instructor
  • Resource library
  • An intro to Customer Advisory Boards
  • Exam #1
Getting business buy-in

Chapters

  • Strategies, stakeholders & business plans
  • Expert insight with Joshua Zerkel at Asana
  • Exam #2
CAB workflow

Chapters

  • Key ingredients to a successful CAB
  • Setting objectives & themes
  • Sourcing ideal members & discovering their WHY
  • Exam #3
  • Preparing your agenda
  • On the day
  • Expert insight with Alison Lutjemeir from Adobe
  • Exam #4
Post-CAB

Chapters

  • Debrief & consolidation
  • Expert insight with Lisa Painter at Zendesk
  • Communication
  • Maintaining momentum
  • Expert insight with Judy Tian at LinkedIn
  • Exam #5
Wrap up

Chapters

  • Key components of a successful CAB
  • Resource library
  • Get your certificate

Chapters

Chapters

Modules

Modules

Modules

Our stats

3+
Hours of content
4
Modules
46
Exam questions
3
Templates
100%
Self-paced

“Engaging and easy to follow CAB Certification program. Loved that they interviewed CAB leaders from other organizations. It was also super helpful that they shared templates/materials from the class.”

Katie Meeker

Director of Product Marketing and Creative Services

“The customer advisory board masterclass rocks! It was super informative, very hands-on with tons of great case interviews with key leaders from top Tech firms. It was a really effective and fast track masterclass to get all the industry insights on how to run EPIC CABS! It was time well-spend to become a CAB-super star.”

Amanda Fellov

Strategetic Engagement Program Manager

“I'm looking to enhance our Customer Advisory Board experience. This certification helped provide best practices so I can ensure each of our members are engaged and that it's a true community.”

Cassie Sneed

Senior Manager of Customer Marketing

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.

Pitch the program
5 star ratings from:
Head of Global Customer Marketing

Bree collaborates with hardworking, enjoyment-prioritizing teams. She drives growth by humanizing work through customer success, innovative products, and campaigns promoting enlightened working. Over 12 years, she's translated passions into action: cultivating customer empathy, crafting campaigns for business success, building global authentic brands. With marketing, product, project management experience, she excels in fast-paced environments driving client acquisition, brand relevance, and engagement across industries. Personally, Bree values writing, creativity, Asian activism, community, and is committed to DEI, philanthropy, fitness, cooking, philosophy, and embracing technology.

Your
leaders 

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By the end of the course
‍‍you'll be able to...

Grasp strategy

Gain a comprehensive understanding of the strategic benefits of customer advisory boards, shaping your business growth.

Transform feedback

Learn to convert negative feedback into positive outcomes, turning challenges into opportunities for growth.

Drive engagement

Learn strategies to foster engagement among CAB members, resulting in valuable feedback and long-term relationships.

What's
‍‍included  

01
Content

Engage with over 3+ hours of expertly curated course content, designed to provide you with comprehensive knowledge of customer advisory boards.

02
Coursework

Practical assignments and activities designed to reinforce your learning and provide hands-on experience in creating and managing CABs.

03
Exams

Assess your understanding and progress with rigorous exam questions spread throughout the course, ensuring you're well-prepared for real-world challenges.

04
Templates

Get your hands on our tried, tested, and vetted CAB templates. They’re ready to use and will streamline your strategy and planning process.

05
Access

Learn at your own pace, revisit the material anytime, and stay up-to-date with CAB best practices.

06
Certification

Earn your official CAB Certification upon passing all the exams, demonstrating your expertise in customer advisory boards to future employers.

07
Resources

Gain access to an array of additional resources, from recommended readings to useful tools, further supporting your journey into mastering CABs.

08

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.

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this course plus 25 others,
with Pro+ membership 

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual course
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Get a 360-degree view of customer advisory boards, filling any gaps in your current knowledge.

Access exclusive, tried and tested templates to streamline your CAB strategy and implementation.

Enjoy lifetime, on-demand access to course content, allowing for flexible and continuous learning.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
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Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Upskill your entire
product marketing team…

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.

FAQS

What is the Customer Advisory Boards Certified: Masters course?

Customer Advisory Boards Certified is a comprehensive course designed to equip you with the tools, insights, and skills to establish and manage effective customer advisory boards (CABs). This self-paced program comprises expert video tuition, real-life case studies, tried-and-tested CAB templates, and rigorous exam questions. The course provides a 360-degree view of CABs, covering everything from obtaining stakeholder buy-in to sourcing ideal CAB members and preparing impactful agendas. It's not just theoretical knowledge, but practical know-how that empowers you to implement successful CABs in your own organization.

Who’s this Customer Advisory Boards Certified: Masters course for?

This course is specifically designed for product marketers, including those with the title of:

  • Product Marketing Manager
  • Senior Product Marketing Manager
  • Head of Product Marketing
  • Director of Product Marketing
  • VP of Product Marketing

But it’s also suitable for those in customer success and customer marketing.

How does the Customer Advisory Boards Certified: Masters course work?

The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Customer Advisory Boards Certified!

How long will the Customer Advisory Boards Certified: Masters course take to complete?

You can take however long you need to work through the materials, it’s completely flexible. The course consists of 3+ hours of on-demand content, including activities and exams.

How much does the Customer Advisory Boards Certified: Masters course cost?

$500. With this investment, you'll have a blueprint for becoming a first-rate Customer Advisory Boards expert. This includes 3+ hours of OnDemand course content, templates to put your theory into action, and exam questions to consolidate your learning.

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The PMMC
framework

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The PMMC framework

Discovery

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Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

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Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets