“If you’re in hypergrowth mode, put product advertising in marketing. When in advertising, product marketing’s goals are tied to sales. They’re tied to pipeline and conversion. They’re tied to bookings. These are the most drivers that affect hitting growth objectives.
They are the driving force hammering on the go to market approach daily. They’re in the trenches with sales pitching clients and focused on what message works best to purchase customers. They’re evangelizing your agency to analysts, journalists, and companions understanding what’s getting picked up and not. They’re learning how to best sell your company and items.