The role of product marketing in go-to-market has never been more critical—or more contested. With sales, product, customer success, and demand gen all pulling on the GTM thread, where exactly should PMMs step in, lead, and take ownership? In this keynote, Harsh Jawharkar—who has scaled PMM functions at Atlassian, Slack, Zendesk, and beyond—will unpack the evolving responsibilities of product marketing in GTM. From defining positioning and messaging to driving launch strategy and cross-functional alignment, he’ll share practical frameworks for clarifying ownership, building influence, and staking out the high-value areas that PMM should own. Key takeaways include: - Understand how the role of PMM is evolving within modern GTM teams - Learn practical strategies for defining ownership and influence in cross-functional settings - Gain tools to elevate PMM as the orchestrator of GTM success