Many product marketing professionals in B2B have long felt like the sales tools on-demand department and rightfully so. It's a tough rut to climb out of when product marketing is perceived as a tactical extension of product management, tasked with little more than mobilizing product value propositions to drive sales. It's one of the least effective ways to do product marketing in B2B.

A highly effective product marketing function is more of a complement to product management than it is an extension.  View the article.

Do It For the Portfolio Instead of Every Product: Five Best Practices 

Here are five B2B product management best practices that'll give product management teams the coveted "strategic" moniker among executives, marketing, sales, engineering and customer success teams. Read on to see why doing these five things for the portfolio instead of doing them for every product not only improves the strategic value of product management, they also make your organization more market-focused across the board. View the article .