What responsibility for demand gen do product marketers have in your company?

I am writing this perspective from my recent experience on what was missing and how I would lead in the future as a product marketing leader. Given that most demand gen folks are well versed in campaign orchestration tools and mechanics, and less on the market/customer/segment/product fit, they need lot more guidance from product marketing leaders. 

Also, given the content is now consumed 90% digitally, it would be more meaningful for product marketing needs to know what kind of content is needed for effective campaigns. Working backwards to produce a content strategy and reusable content. 

Product marketing leaders need to work with demand-gen teams as 2-in-box so they can figure out the campaign strategy together, who they want to target, what type of personas, the nurture cycles and type of content needed in each stage - whitepaper, webinar, blogs etc to promote the POV. 

The other hat product marketing also cannot loose sight is sales enablement. So if you can reuse the BDM decks for example on Slideshare as well and use it for a campaign nuture - that will also help immensely and increase ROI for your time/$$ in content.