You painstakingly crafted the positioning, the messaging, the personas. Then the moment that matters arrives: a seller prepping a call, a marketer briefing a campaign, a leader framing the strategy, and nobody has time to open the docs. Now they turn to AI. But without the context of how your company wins, built in by default, AI's output could belong to any company. At Showpad, PMM built one source of truth that every team's Claude always draws from, so nobody has to re-explain how we win from scratch. This session shows how we built it, what's evolved, and why PMM's job now goes beyond defining the story. It's making sure every team executes it. Key learnings: - How to rethink positioning, voice, and personas for AI as a key stakeholder - How to ground AI in critical context, and keep it current as strategy changes - How to put every asset PMM creates to work across every team