Thanks to emerging technologies, where personalization is not just a trend but a necessity, PMMs are critical catalysts for market growth and expansion. By forging strong partnerships with market-facing teams such as sales and demand generation, PMMs can leverage data-driven insights to tailor strategies that resonate deeply with customers. This session explores how PMMs impact sales performance, enhance communication, and adapt agile strategies to stay ahead in competitive markets and help achieve market success. Some takeaways will include the importance of: • Cross-functional collaboration (goal alignment and feedback loops for continuous improvement); • Lead quality optimization (localization, personalization and data-driven decision making) • Taking part in campaign development (supporting the approach and keeping it agile)