The moment a capability becomes universal, it stops functioning as a differentiator because that's how competitive markets work. What happens to product marketing specifically as AI-generated output quality becomes the floor rather than an advanta…
The loudest AI hype is easy enough to filter out — SaaS is dead, AI is replacing entire departments and humans are losing the ability to think. The subtler distortions are harder to catch because they are not hyperboles. They arrive dressed as operati…
AI fluency in product marketing gets discussed mostly in terms of adoption. Which tools to use, where to integrate them into existing workflows, how much time they save in a given week. Most product marketers working with AI tools today can operate th…
There is a special kind of frustration in enterprise SaaS that all PMMs are familiar with. The team spends considerable effort refining positioning, pressure-testing it against real buyer objections, validating it against deal signal. Meticulous work …
We've all encountered this: PMM refreshes the positioning, updates the messaging framework, and circulates the new materials. Three months later, Sales is still using the old deck, Customer Success is describing the product the way it was describe…
Most enterprise PMM stacks weren't designed. They were accumulated. A research tool purchased during one planning cycle. A competitive intelligence platform piloted by a team that no longer exists in the same form. An enablement system selected b…
Previously we have examined individual applications of AI in product marketing work — positioning , segmentation , message testing . The common thread across all of them is that the value of AI compounds when tasks connect. Research that feeds synthes…
The traditional approach to message testing in enterprise SaaS follows a familiar pattern: run campaign, look at dashboards, present at quarterly business review, group concludes that messaging didn't land with mid-market buyers, marketing creates…
Sometimes, career growth in product marketing can look like success on the surface. More stakeholders requesting your involvement. More meetings where your presence is considered essential. A calendar dense enough with cross-functional commitments tha…
Most enterprise SaaS companies have an ICP document somewhere. Most of them are partially right, likely outdated, and not entirely trusted by the people who are supposed to use them. That's the real but unfortunate result of trying to describe a…
This is a companion piece to Using AI for Positioning Work Without Outsourcing Judgment . It is a how-to guide for the techniques discussed in the main article, containing prompts you can adapt, what to look for in the output, and where the exercise …
When people talk about AI-assisted positioning, they tend to center on what the model can generate — how many variations it can produce, how quickly it can draft a value proposition, how efficiently it can synthesize competitive research. Speed and vo…
There is a version of this conversation that goes straight to prediction. AI will transform everything. Roles will collapse. The marketer who doesn't adapt will become obsolete. That version tends to be more satisfying to write than it is useful t…
