Lộ trình học chuyên sâu
Chọn track bên dưới — mỗi track có nội dung đầy đủ, cơ bản → chuyên sâu.
Product Marketing
PMM, GTM/launch, competitive, product lifecycle.
1. Product Marketing Foundation
~14h · 8 bài · beginner → advanced
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2
3
4
5
6
7
8
PMM role trong org Product–Sales–Marketing
Role
RACI 1 trang
Product value proposition & differentiation
Value prop
Canvas 1 feature
Segmentation & ICP chặt
ICP
ICP + anti-ICP
Buyer vs user personas
Persona
2 persona B2B/Edu
Positioning & messaging matrix
Messaging
Matrix 3 segment
Narrative & product story
Story
Narrative arc 1 sản phẩm
Sales enablement system
Enablement
Battlecard + FAQ + demo outline
PMM metrics: adoption, win rate, cycle
Metrics
Dashboard PMM
2. Go-to-Market & Launch Excellence
~14h · 8 bài · intermediate → advanced
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2
3
4
5
6
7
8
GTM strategy canvas
GTM
Canvas 1 launch
Launch tiers & readiness checklist
Readiness
Checklist 30 hạng mục
Pricing, packaging, packaging message
Pricing
3 packs + message
Channel strategy launch
Channels
Mix channel 45 ngày
Sales & CS enablement ngày D
Enablement
Kit D-day
Launch analytics & feedback loop
Analytics
7/30/90 day metrics
Post-mortem & iteration
Retro
Template post-mortem
PLG vs sales-led GTM signals
Motion
Chọn motion cho 1 product
3. Competitive Intelligence & Win-Loss
~10h · 6 bài · intermediate → advanced
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2
3
4
5
6
CI system: nguồn và cadence
CI ops
8 nguồn + lịch tuần
Win/loss program
Win-loss
Script phỏng vấn 10 câu
Battlecards sống (không PDF chết)
Battlecard
1 card vs đối thủ chính
Respond vs ignore competitor moves
Strategy
Ma trận phản ứng
Pricing war & feature parity traps
Traps
3 bẫy cần tránh
CI ethics & compliance
Ethics
Quy tắc nội bộ
4. Product Lifecycle Marketing
~10h · 5 bài · advanced
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2
3
4
5
Lifecycle stages & PMM focus
Lifecycle
Map stage → play
Onboarding & activation messaging
Activation
Email/in-app 5 bước
Expansion, upsell, cross-sell narratives
Expansion
3 play expansion
Sunset / migration communication
Migration
Plan comms sunset
PMM career path
Career
Skill map 18 tháng