Product Marketing should build and govern the shared source of buyer truth: the buyer intelligence layer that sales, marketing, product, and AI systems all rely on. Join Docusign’s Keith Hamrick and GetWhys’ Philippe Boutros as they advocate for an expanded role for Product Marketing. What customers say on Zoom calls to your sales reps doesn’t tell the whole market or buyer story. This session will focus on how PMM teams can create a more complete view of buyers across internal & external sources to deliver true market insight. And as a bonus, we’ll walk through how you can distribute it across the organization, because what good is data in a vacuum? By combining internal signals with outside-in research, PMM can put intelligence into tools teams already use, and keep expert judgment at the center of AI-powered workflows. Leave with a practical, durable framework for making buyer understanding a shared company capability.