As product marketing matures, the role of PMM is expanding far beyond positioning and launch execution. Today’s most effective PMMs act as strategic growth partners, connecting product, go-to-market, and customer insight to drive real business impact. In this session, we’ll explore how PMMs can evolve from “messaging owners” to trusted strategic leaders, influencing decisions across the organization and unlocking growth in increasingly complex, cross-functional environments. You’ll leave with a practical framework for redefining PMM’s value, building stronger alignment across teams, and demonstrating measurable impact, without losing focus on the customer. Key takeaways: - How to reposition PMM from a downstream function to a strategic growth partner - Where PMM creates the most leverage across product, sales, growth, and brand - Practical ways to influence roadmap and GTM decisions using customer and market insight - How to clarify PMM ownership in cross-functional, matrixed organizations - Metrics and signals that prove PMM’s impact beyond launches and messaging