Most PMM teams know how to build enablement for others, decks for sales, messaging guides for marketing, but turning that same discipline inward is rarer. This fireside chat looks at how PMM leaders enable their own teams to change behaviour, not just execute more launches or produce more content, but genuinely shift how the team prioritises, collaborates, and operates day to day. We'll talk through what actually gets a PMM team to work differently: how leaders build habits and operating rhythms that stick, how they get buy-in for new ways of working without it feeling like top-down process, and how they know the change has taken hold rather than faded after a few weeks. Expect a candid conversation grounded in what's worked, and what hasn't, when trying to shift behaviour inside your own function. Key learnings: - Understand the difference between introducing a new process and actually changing team behaviour. - Learn practical approaches for building habits and operating rhythms that PMM teams sustain over time. - Gain a clearer way to tell whether internal enablement efforts are landing, rather than just being acknowledged.

Every category feels crowded now. More competitors, more content, more noise, and a buyer who has seen the same pitch, the same "AI-powered" claim, and the same LinkedIn carousel a hundred times over. For product marketers, the old playbook of differentiation through features or price is losing its grip, and the pressure to find a genuinely distinct position has never been higher, whether you're the market leader or the challenger nobody's heard of yet. This panel brings together product marketing leaders from both ends of the spectrum, from established players defending category leadership to smaller companies fighting for attention against bigger budgets. They'll share how differentiation looks different depending on where you sit: how an enterprise brand avoids sounding like everyone else once it has scaled past its original point of difference, and how a smaller player punches above its weight without the marketing spend to match. They'll also get into what stays true no matter your size, and where the playbooks genuinely diverge. Expect a grounded, tactical discussion covering how to audit your market for real whitespace, how company size shapes what differentiation actually looks like, and how to keep a distinct position sharp as competitors inevitably copy what works.

As AI reshapes product marketing, the conversation is too often dominated by fear: fears about automation, job loss, and what the future of work will look like. This session offers a more hopeful perspective. Instead of asking what AI will replace, we’ll explore how it can amplify the uniquely human skills that make product marketers so valuable — curiosity, judgment, creativity, empathy, and strategic thinking. Drawing on real-world hiring and team-building experience, this session will examine how AI is already changing the profile of successful PMMs, opening the door to talent with non-traditional backgrounds, fresh perspectives, and AI-native skill sets. We’ll discuss how leaders can rethink hiring, development, and team design to build more adaptable, future-ready PMM organisations, while giving newer professionals confidence about where they fit and how they can thrive. If you'd like, I can also give you:

AI's promise to product marketing was simple: do the same work, faster. Draft the one pager quicker, turn the competitive brief around overnight, summarize the win/loss calls before the next standup. That promise has mostly delivered. What nobody quite predicted is what happens next, once the busywork disappears and PMMs are left staring at the time they got back, wondering what to do with it. In this Panel discussion, our speakers unpack what that shift looks like inside a global team juggling dozens of markets and stakeholders. The conversation pushes past the productivity headlines to ask the harder questions: which parts of AI's impact are genuinely changing how PMMs shape strategy, and which are just automation wearing a growth costume? What separates the PMMs becoming trusted strategic partners from the ones still polishing content calendars? And as the function's remit stretches closer to the decisions that actually move growth, what should the next era of product marketing leadership look like? Key learnings: - Where AI is genuinely reshaping how PMMs contribute to growth, and where it is only automating busywork - The new skills becoming real differentiators as AI absorbs tactical PMM work - What product marketing leadership needs to look like as the function's scope expands