What Product Marketers ACTUALLY Do in Tech Companies!
About This Video
Jeff Su brings his characteristic clarity to one of the most misunderstood roles in tech: product marketing. Rather than recite a textbook definition, he walks through what PMMs actually produce and who they work with --- bridging product teams who build the thing, sales teams who sell the thing, and marketing teams who promote the thing. Jeff covers the launch lifecycle, explaining how PMMs drive the narrative from beta through general availability, and how they arm sales teams with the positioning, battlecards, and competitive intelligence needed to win deals. He also addresses the career side: how people typically enter product marketing, what the progression looks like, and why the role is increasingly seen as a pipeline to executive leadership. This is the video to share when someone asks "what do you actually do all day?" --- it's grounded, honest, and useful for anyone inside or outside the function.
What You'll Learn
- •The three-way bridge role PMMs play between product, sales, and demand marketing
- •What the product launch lifecycle looks like from the PMM's perspective
- •How PMMs create and maintain sales enablement assets like battlecards and pitch decks
- •The types of meetings PMMs run weekly and how they navigate cross-functional alignment
- •Why product marketing is increasingly a feeder role for C-suite and general management
- •The difference between strategic PMM work and being pulled into tactical execution
- •How PMMs use competitive intelligence to shape both product roadmaps and sales strategy
