The hard part of go-to-market is no longer output. It is trusted buyer understanding. Product marketing's next role is to build and govern the shared source of buyer truth: the buyer intelligence layer that sales, marketing, product, and AI systems all rely on. Rather than focusing on faster workflows or more content, the session will show how PMM teams can define, structure, maintain, and operationalize buyer insight so that the business works from the same reality. As a bonus, PMM can instrument it to show immense impact across the organization. Attendees will leave with a practical, vendor-neutral framework for turning fragmented customer knowledge into a governed capability that improves decisions, messaging, and execution across GTM.