According to PMA's State of Product Marketing Leadership 2026 report, over half of PMM leaders say other teams still don't understand what they actually do. This is not a perception problem; it's a strategic crisis. Join Vicki as she makes the case that when PMM tries to own everything, it ends up owning nothing, becoming invisible, undervalued, and perpetually stretched thin. She'll show exactly how to flip the script, using clarity of scope, commercial focus, and cross-functional influence to transform PMM from the team everyone leans on to the team everyone listens to. Key takeaways: - How to define PMM's scope in a way that commands respect, and actually changes how the business sees you - The real difference between being busy and being business-critical, and the trade-offs it takes to get there - How to connect PMM work directly to revenue so leadership stops seeing you as a support function and starts seeing you as a growth driver - Why saying no is one of the most powerful strategic moves a PMM leader can make, and how to do it without losing influence