Ruturaj Patil

This is a common issue across the board. To address these situation, you have to set expectations with your product manager well. For instance, there are certain experiences such as upgrade path, purchase experience within customers account, inapp notifications messaging that impact your role as a product marketer. You have to make sure the product manager involves you in those meetings at least as it impacts the revenue which is what you are accountable for. 

I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy the same product but buys additional plan For each product we see % revenue for each customer segment. Depending on that we prioritize if we want to focus on demand gen vs engagement vs sales. Say if new-new is your core performing segment, you should invest your time heavily on demand gen activities around top of the funnel activities - search, social, PR, events and others.