Product marketing has established itself as a key player in any business's strategy. But almost every product marketer will agree - it looks different in every business. "It depends" is the de facto answer for every question.

But how does a business, or team, or individual, transition from whatever the "before" is to the "after", where product marketing is established?

This is a step by step guide to that transformation. Before you're able to roll out playbooks for product launches and do the well documented parts of product marketing, there's messy silos, differing opinions, and the question of where to start that you'll have to navigate.

By the end of this book, you'll have your key stakeholders, teams, and individuals bought in, aligned, and ready to march in the product marketing parade.