Product marketing touches so much, from positioning and product launches to sales enablement, competitive intelligence, and analyst relations. Yet, many product marketers often feel they have little direct ownership of execution and results.

In this episode of A Go-To-Market Perspective, Rob Karel sits down with Beth Barach, VP of Product Marketing at Brinqa, to explore how to build and scale a product marketing team empowered to drive meaningful results.

They cover where product marketing fits in modern GTM orgs, the most common cross-functional challenges they face, what skills matter most at different company stages, and how leaders should think about building (or evolving) the function. Beth also shares how AI is reshaping her day-to-day work and what that means for product marketing teams in 2026 and beyond.