This session dives into product marketing's role in accelerating pipeline velocity: the time it takes for prospects to move from first touch to signed contract. While companies may label the stages differently, most follow a familiar path: lead gen, qualification, discovery, solution alignment, proposal, and finally, closed deal. A strong product marketing program starts with analyzing how long prospects spend in each phase, as well as across the funnel as a whole. Layering in segmentation can uncover differences by prospect type, entry point, or other attributes. From there, product marketers can zero in on specific stages, build tools and programs to test hypotheses, and measure results. For instance, if deals are consistently stalling at proposal, the hypothesis might be CFO bottlenecks. Product marketing could respond with sharper ROI messaging, tailored business case tools, and targeted sales training to move deals over the line faster. Key takeaways: - Why pipeline velocity is one of the highest-value areas of focus for product marketing - The tools and programs that can accelerate velocity at every stage of the funnel - The common pitfalls and challenges to prepare for when rolling out a pipeline velocity program