If you’ve been in product marketing long enough, you’ve seen the same cycle on repeat: roles get blurred, remits creep outward, and suddenly you’re firefighting tactical requests while the strategic mandate quietly slips away. This keynote isn’t another “What is PMM?” explainer, it’s a challenge to re-examine the lines we’ve drawn for ourselves and the value we claim. We're unpacking the hard truths: - Why even mature PMM teams keep defaulting to launch checklists and deck factories — and how to break that cycle for good. - How to push beyond proving activity to proving impact — with metrics that tie directly to strategic levers, not vanity deliverables. - Where PMM should take back ownership and how to argue for it credibly at the exec table. - How to build measurement systems that demonstrate influence over roadmap, market perception, and revenue, not just content output or sales requests served. You’ll get concrete ideas for evolving your team’s charter without alienating product, brand or sales and frameworks to help you defend why PMM should own the messy middle between product vision and market reality. This session is for PMM leaders and seasoned marketers who don’t want to keep playing whack-a-mole with requests, they want a seat at the table and the data to prove they belong there.