PMMs are under more pressure than ever to prove their value and show strategic impact. Yet many feel like they're screaming into the void - watching questionable product decisions get made while having the customer insights that could change everything, but no one's listening. This session addresses the day-to-day reality of proving your worth across product, sales, and marketing teams by showing how to transform any archetype into strategic influence. When Alicia joined Deliveroo to launch their experimental ad platform, PMM was seen as project management with no executive sponsorship. Instead of accepting this, she immediately demonstrated what strategic product marketing looks like – resulting in 1 million incremental orders in the first 12 months of launch, building bridges and reversing PMM’s bad reputation with stakeholders across 12 local markets, and evolving to lead the global Product Marketing function. Attendees will master: - Three diagnostic questions to assess whether you're seen as strategic partner or execution support - How to evolve each PMA archetype - from Storyteller to Analytics Lover - into roles that drive business outcomes - Context-dependent assertion tactics for proving value whether you're junior/senior, startup/enterprise - Specific customer insights examples that changed product roadmaps and revenue decisions Cross-functional alignment strategies that make you indispensable to product, sales, and marketing teams