The Real Cost of PM Coaching: Is It Worth It?

With the recent shift in the market, there are more PMs available than roles open. It is very common for candidates to work with a PM coach to stand out during the interview process. I have worked with a few to level up my product thinking and stand out in the market. Here’s what to expect!

They are not cheap. PM coaches are usually experienced PMs who understand the hiring process at companies they have worked for or interviewed at. Cost per hour ranges from $150 to $500 for individual coaching. Group coaching can drive the price down, but it is still relatively expensive. Watching YouTube videos and practicing alone is not always enough. Peer practice is encouraged and made possible through platforms like Exponent and StellarPeers. True value is extracted as long as you are matching with the level appropriate peer. PM Coaches do not guarantee success but almost always improvement with interview skill.

For example: if you’re interviewing for Meta PM role, it’s best to work with a coach with several years of experience at Meta. This is true for other companies. If you’re interviewing for startups, it’s best to find a coach with startup experience for the best return on investment.

Consider the PM level the coach is usually supporting: L4-L6 or L6+. Additionally, the number of years of experience at a company of interest. A PM coach who worked at Meta for 2 years , 10 years ago will not deliver the same value that a PM who worked at Meta 8 years, 3 years ago.

Lastly: was the PM coach actually calibrated to interview at company of interest? Were they a hiring manager? They might have been successful at interviewing (and getting promoted) but this does not mean they are qualified to coach.

My experience with PM coaches has been informative yet transactional. The experience doesn’t feel personalized, regardless of the price tag. Most often it’s not an end-to-end service. You are paying for their time, after which there will not be a follow up. With all the recent layoffs in tech, there is constant supply of people looking for support with interviews. PM coaches are actually over committed.

I still think it’s worth giving it a shot, because there’s a lot of knowledge shared during these coaching sessions. It’s a meaningful way to use your time. Just have realistic expectations!