Product Marketing Domination: Position Launch and Grow

Master customer intelligence, segmentation, positioning, messaging, launch execution, adoption, growth, and measurement

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete product marketing system connecting customer insight, positioning, messaging, launch, adoption, and growth.
Conduct useful customer and market intelligence and translate evidence into strategic choices.
Create differentiated positioning, persuasive messaging, and cross-functional launch plans.
Measure adoption, growth, and product marketing contribution to business outcomes.

Course content

2 sections • 11 lectures • 1h 49m total length

The Product Marketing Operating System10:04
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the product marketing operating system. Students apply the framework to a continuing case and complete a practical assignment.
Customer Intelligence and Market Segmentation10:00
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind customer intelligence and market segmentation. Students apply the framework to a continuing case and complete a practical assignment.
Positioning Messaging and Competitive Advantage9:55
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind positioning, messaging, and competitive advantage. Students apply the framework to a continuing case and complete a practical assignment.
Launch Strategy and Cross-Functional Execution9:45
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind launch strategy and cross-functional execution. Students apply the framework to a continuing case and complete a practical assignment.
Adoption Growth and Product Marketing Measurement9:53
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind adoption, growth, and product marketing measurement. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The AI Product Marketing Operating System10:01
Work through the practical lesson: The AI Product Marketing Operating System. This applied study preserves the original AI Product Marketing - Research Position Launch and Scale case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete Strategy Decision Brief and AI Task Brief and Verification Template. Make a specific business decision visible before selecting activities or tools. Give an AI system a bounded task and define how the result will be checked before it is used.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: AI-Assisted Customer and Market Intelligence10:02
Work through the practical lesson: AI-Assisted Customer and Market Intelligence. This applied study preserves the original AI Product Marketing - Research Position Launch and Scale case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete Research Question and Evidence Plan and Customer Interview Guide. Choose research methods that can answer a specific decision question within realistic constraints. Gather evidence of real behavior and unmet needs without leading people toward your preferred solution.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Positioning Messaging Proof and Competitive Strategy9:48
Work through the practical lesson: Positioning Messaging Proof and Competitive Strategy. This applied study preserves the original AI Product Marketing - Research Position Launch and Scale case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete Positioning Statement Builder and Messaging and Proof Map. Connect a defined audience and important problem to a credible differentiated value proposition. Translate positioning into messages that answer buyer questions and are backed by verifiable proof.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Launch Campaigns Enablement and Cross-Functional Work9:54
Work through the practical lesson: Launch Campaigns Enablement and Cross-Functional Work. This applied study preserves the original AI Product Marketing - Research Position Launch and Scale case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete Product Launch Execution Plan and AI Use Case Governance Review. Coordinate a launch around a target audience, a clear offer, readiness, and measurable customer response. Evaluate an AI use case by purpose, data access, consequences, oversight, and measurable value.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Adoption Analytics Governance and Responsible Scale9:56
Work through the practical lesson: Adoption Analytics Governance and Responsible Scale. This applied study preserves the original AI Product Marketing - Research Position Launch and Scale case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete AI Output Evaluation Test Set and Measurement and Learning Plan. Build a repeatable test set with expected behavior and a clear way to assess unacceptable failures. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Measure Adoption Learn and Extend Launch Momentum9:54
Work through the practical lesson: Measure Adoption Learn and Extend Launch Momentum. This applied study preserves the original The Product Launch Playbook - Engineer Demand Before Launch case context, then transfers its decision method to Product Marketing Domination: Position Launch and Grow.

Complete Activation and Adoption Map and Measurement and Learning Plan. Define the observable value moment and design a path that helps the right users reach it. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No prior product marketing experience is required; basic business or marketing familiarity is helpful.

Description

This course contains the use of artificial intelligence.

Product marketing succeeds when customer insight, positioning, messaging, launch execution, adoption, and measurement operate as one connected system. This course gives you a practical framework for turning market evidence into clear strategic choices and stronger commercial outcomes.

You will learn how to conduct useful customer and market intelligence, segment markets, identify competitive alternatives, create differentiated positioning, develop persuasive messaging, and prepare cross-functional launch plans. You will also learn how product marketing contributes after launch through adoption, enablement, growth, and performance measurement.

Across five focused lectures, you will build the complete product marketing system. The course covers the product marketing operating model, customer intelligence, positioning and messaging, launch execution, and adoption and measurement. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real product, service, company, or client.

This course is designed for product marketers, product managers, founders, marketers, consultants, sales leaders, and growth teams. No prior product marketing experience is required, although basic familiarity with products, customers, or marketing is helpful.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on evidence, differentiation, cross-functional clarity, practical execution, and measurable business value.

By the end, you will have a repeatable product marketing system that connects customer understanding to positioning, launch, adoption, and growth.

Who this course is for:

Product marketers, product managers, founders, marketers, consultants, sales leaders, and growth teams.

Product Marketing Domination: Position Launch and Grow

What you'll learn

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Course content

Build the Complete Product Marketing System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: