Top-down understanding of Product Marketing as an edge in the age of AI [Infographic]

AI adoption is quickly transforming the business landscape. In highly commoditized spaces, a robust Product Marketing function is key to success.

This month, some of our unique insights, as we continue to develop Ofmos Universe and its pillars... READ AND PASS ON. The unprecedented rates of AI adoption are quickly transforming the business landscape. Driven by heightened levels of automation, more products will become highly commoditized, compelling companies to look for a new edge. In many cases, that source of advantage rests in the design and implementation of a relatively-new and somewhat-misunderstood corporate function: Product Marketing. BE OUR PARTNER. A New Understanding of the Product Marketing Function and Its Essential Role in Helping Companies Achieve Fit in Increasingly Dynamic Environments Bringing products to market is every company’s top job in the long run. No customers, no business. Fittingly, then, as product life cycles grew increasingly shorter over the past few decades, mostly driven by technology, the corporate function of Product Marketing emerged to enable companies to become more effective and efficient in their go-to-market efforts. Spanning a variety of organizational flavors and implementations, Product Marketing aims to bridge a company’s Product function, which tends to be anchored in the set of internal capabilities, with its outward-looking functions of Marketing and Sales. Through product stories, go-to-market strategies, and other enabling mechanisms, the function strives to sustain and advance the company’s flows of information and value toward the customer, patching any rifts that tend to naturally appear as product life cycles shrink over time. Product Marketing plays an essential role in a company’s long-term success, ensuring fit in increasingly dynamic environments. Successful leaders — seeing their companies as evolving collections of profit-generating business spaces, each defined by a product and a set of customers with the same behavior relative to the product — understand and shrewdly employ the growing and differentiating power of the Product Marketing function with its seven distinct strategic plays. JOIN THE MOVEMENT! Infographic: A Top-Down Perspective on Product Marketing Valuable to both executives and frontline Product-focused practitioners (i.e., Product Marketing Managers, Product Managers), this top-down perspective provides companies with a deeper understanding and framework for organizing and managing the emerging key differentiating corporate function. While we see an abundance of bottom-up takes, largely focused on framing the PMM job, building and deploying a strategically-relevant Product Marketing function has long remained a challenge for many companies. However, the field is maturing, with more knowledge and experiences being synthesized into prescriptive top-down insights. The 2024 McKinsey & Co article “The growing importance of software product marketing managers” is one such account. Product Marketing enables companies to achieve and maintain fit in dynamic environments. Nevertheless, to build a highly-effective function, all key stakeholders must share a common big picture understanding. The novel perspective visualized in the infographic below helps executives and practitioners get more clarity with regard to the spectrum of Product Marketing plays or moves that a company might undertake. Infographic: Product Marketing [PDF] THINK BIG & GOOD LUCK! Ofmos Newsletter | Ofmos Blog Copyright © 2025 Ofmos Universe, All rights reserved. This is an update from the Ofmos Universe team. Our mailing address is: Ofmos Universe PO Box 475732 San Francisco, CA 94123 Add us to your address book Want to change how you receive these emails? You can update your preferences or unsubscribe from this list.