Great product marketing isn't just about the right message, it's about work that earns genuine belief. In this session, Nitika Shah, GM of Product Marketing & Customer Research at Datacom, introduces her framework: Coherence, Resonance, Belief - a way of thinking about PMM that prioritises discernment over playbooks, and craft over process. Drawing on her experience building product marketing functions from the ground up inside complex organisations, and the insights behind her upcoming AI-native career intelligence startup, Nitika will explore what it takes to create marketing that doesn't just communicate, but convinces. This session is for PMMs who want a sharper lens for the decisions that actually matter.