Product marketing is the glue that holds go-to-market teams together. It’s how businesses turn features into value, competitors into footnotes, and prospects into customers. But despite being responsible for messaging, positioning, enablement, and competitive strategy, product marketers are often left without the tools they need to do their best work.
Sales has a CRM. Product has a roadmap tool. Marketing has automation platforms. But where’s the home for product marketing?
PMMs operate at the centre of go-to-market strategy, but they’re often stuck using tools borrowed from other teams. They manage messaging in scattered slides, track competitive intelligence in makeshift spreadsheets, and build enablement materials in docs that quickly become outdated. This fragmented way of working makes it harder for PMMs to drive impact at scale.
Without a dedicated platform, product marketing is reactive instead of strategic. Enablement content gets lost in email threads, messaging loses consistency, and competitive insights never reach the people who need them most. It’s time for that to change.
The Problem: PMM Is Everywhere, but Nowhere
Product marketers work across multiple teams—jumping between Slack messages, Notion pages, Google Docs, and endless slide decks. They build positioning frameworks in PowerPoint, track competitive intelligence in random folders, and share insights in one-off conversations that disappear into the void.
That works—until it doesn’t.
- Sales asks for a battlecard update, but the latest version is buried in someone’s inbox.
- A new feature launches, but the messaging is inconsistent because there’s no single source of truth.
- A competitor makes a big move, and instead of having a system in place to respond, PMMs are scrambling to pull together information.
This way of working makes it impossible to scale. Product marketing is too important to run on guesswork and ad-hoc processes. It needs a structured, repeatable way to create, manage, and distribute insights.
What PMM Actually Needs
PMMs don’t just need another folder to dump files into. They need a dedicated platform built for how they work. That means:
- Messaging and positioning frameworks that don’t get lost in a sea of slides – A single source of truth that ensures every team speaks the same language.
- Competitive intelligence that’s easy to access and act on – Not just a static document, but a dynamic, up-to-date repository that sellers actually use.
- Enablement content that’s built for scale – A way to create, track, and measure the effectiveness of playbooks, battlecards, and training materials.
- Collaboration tools that fit how PMM works – Because product marketing lives between teams, it needs workflows that connect the dots, not just another place to store files.
Right now, most PMMs are forced to build their own system from scratch—pulling together different tools and hoping everything holds. Some use Notion, some use Airtable, some rely on Google Drive. But none of these tools were designed specifically for product marketing, and that creates gaps.
Messaging doesn’t stay aligned across teams. Sales enablement isn’t measurable. Competitive intelligence isn’t easy to update or distribute. And instead of focusing on strategy, PMMs spend their time managing chaos.
The Cost of Not Having a Platform
The lack of a dedicated PMM platform doesn’t just make life harder for product marketers—it slows down the entire business.
1. Sales Loses Deals
Without a structured system for competitive intelligence, sales teams don’t have the insights they need to position effectively. They either go into deals unprepared or waste time tracking down information that should be readily available.
2. Messaging Loses Consistency
When positioning frameworks live in static decks or scattered docs, teams start to interpret messaging in different ways. That inconsistency makes it harder to build a strong, differentiated brand.
3. Product Launches Fall Flat
Product marketing is responsible for making sure a launch resonates. But without a clear, central place to manage go-to-market assets, launches become disjointed, and teams scramble to get on the same page.
4. Enablement Doesn’t Scale
PMMs create training materials, but there’s no easy way to track adoption or effectiveness. Sales teams might not even know where to find the latest resources, let alone use them consistently.
Why Now?
Go-to-market teams are moving faster than ever. Buyers have more options, competitors iterate quickly, and differentiation is no longer just about product—it’s about how well you tell your story.
Product marketing sits at the centre of all of this. But without the right infrastructure, PMMs are stuck reacting instead of leading.
It’s time for product marketing to stop borrowing tools and start building its own foundation. Because when PMM has a home, the whole go-to-market motion works better.