This keynote will explore the unique challenges and opportunities associated with building a Product Marketing function from the ground up versus inheriting and leading an existing team. We'll delve into critical considerations such as defining the scope and responsibilities of the PMM team, building a high-performing team, securing necessary resources, and developing a robust PMM process. By the end of this session, you'll gain valuable insights into the key strategies and best practices for successfully leading a PMM function, regardless of your starting point. Key learnings will include: - Defining the scope and responsibilities of the PMM function: Clearly articulate the role of PMM within your organization, ensuring alignment with overall business goals and avoiding overlap with other departments. - Building a high-performing PMM team: Attract, hire, and develop a team of talented and passionate individuals with the skills and experience necessary to succeed in a fast-paced and dynamic environment. - Developing and implementing a robust PMM process: Establish a repeatable and scalable process for conducting market research, developing go-to-market plans, tracking key performance indicators (KPIs), and continuously improving marketing effectiveness.