“It's not an easy task. When it comes to software development, it starts with the product and your engineering team. Those are the folks that are building the essential features. That's your first stakeholder.

Your second stakeholder will most likely be your sales and or customer success team because those are often in the front line talking to the customers who are eventually going to be using that product.

Then there's the marketing team.

Product marketing lives in the middle of all of the various stakeholders. To set up a successful product marketing strategy, a team and a plan, you need to speak to those stakeholders. You need to identify those common objectives that all three departments sometimes want to achieve together and figure out when it comes to their key metrics of success. What can you do from a product marketing standpoint that kind of funnels up to that larger objective? That's on a larger scale of how you want to think about product marketing.”

- Aika Zikibayeva, Partner Marketing Manager, Cockroach Labs

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