Product marketing is one of the most powerful growth levers a company has, but its impact depends entirely on how well it adapts as the business evolves. This session explores how the role of Product Marketing shifts across three distinct growth stages, from high-growth scale-ups to competitive mid-scale SaaS and established global market leaders. Drawing on insights from strategic partnerships with teams at Pleo, Freshworks, and Hexagon, Akshatha will explore how positioning, influence, and core capabilities must transform depending on whether the priority is capturing attention, outperforming rivals, or sustaining premium market leadership. Key takeaways: - How Product Marketing priorities change across market capture, competitive growth, and category leadership - What it takes to adjust positioning and go-to-market influence at each stage of scale - How strategy, analytics, and PMM alignment can unlock stronger revenue and market outcomes - Practical lessons for PMMs navigating shifting expectations as companies move through growth curves