What is product marketing? Well, it kind of depends on who you ask and what the organization needs done. It’s a highly strategic role that requires tight alignment with product, sales, customer success, and the executive team. At a high level, a product marketer (PMM) is responsible for developing the strategy and tactics necessary to promote a software product effectively. They focus on understanding a company’s ideal customer profile(s) and personas, developing a compelling value proposition, and creating messaging that resonates with potential customers.