Product marketing is expanding—but not always in the ways PMMs expect. As AI reshapes execution, buyers grow more complex, and GTM teams demand clearer impact, the PMM role is being redefined in real time. In this panel, senior product marketing leaders unpack how the role is moving beyond launches, messaging, and deliverables—and into influence, orchestration, and strategic leadership. Through real examples, they’ll explore which skills now separate high-impact PMMs from well-executed order-takers, where to focus as the function scales, and what no longer drives differentiation. Attendees will leave with: - A clearer view of how AI is changing where PMMs add value—and where human judgment still matters most - Practical approaches to influencing product, sales, and growth teams without formal authority - Guidance on which capabilities to double down on as the role expands, and which to stop over-investing in - Ways to prove PMM impact beyond launches and outputs in increasingly cross-functional orgs This session is about what it takes to lead the next chapter of product marketing—without losing what makes the role valuable in the first place.