What's the best way to articulate Product Marketing's value to other *marketing* teams where there may be duplication of work?

A lot of people will sum up the role of PMM as "the voice of the customer." However, this explanation falls short of clearly defining swim lanes and also crosses into other areas like customer marketing, content marketing, research, etc. In my opinion, the simplest way to describe the PMM role is "the voice of the product." Here's why:

• As the voice of the product, you need to be focused on both the inbound and outbound sides of PMM

• As the voice of the product, you need to be the connective tissue amongst all teams that touch the product or sell the product

• As the voice of the product, your role is more clearly defined when working with other marketing stakeholders—PMM drives or is the approver of work related to the voice of the product

Marketing teams—like product marketing, brand marketing, and campaign marketing—each have unique roles and metrics to drive. Understanding these metrics is key to aligning everyone toward common goals. When the team is aligned, brainstorming about contributors versus owners becomes much smoother. Often, conflicts arise from a "lack of context."

In cases of duplication, here’s how to address it:

• Inquire About the Initiative: Assume good intent when discussing overlaps.

• Educate the Teams: Share insights on any similar initiatives running in parallel.

• Identify Opportunities: Look for ways to contribute, align, or collaborate.

Product marketing teams, in particular, possess valuable knowledge about products, market trends, personas, and customer insights. This expertise can significantly enhance initiatives led by other teams.