What product marketing should change
It should change how the company speaks, what sales says, and which ideas the business chooses to prioritise.
Company narrative
A more coherent explanation of why the product exists, who it is for and why it matters now.
Positioning
Clearer differentiation against alternatives, including the status quo and the competitor most often in the deal.
Sales enablement
Materials that help the field team speak credibly, consistently and with more confidence.
Market feedback
A loop between real customer conversations, win-loss evidence and messaging decisions.
Where product marketing gets stuck
Many teams have good raw material but not enough structure to turn it into something repeatable.
- Too much internal languageThe company sounds like itself, but not like a buyer-friendly market leader.
- No sharp trade-offIf everything is a strength, nothing lands clearly enough to move a decision.
- Assets drift over timeDecks, talk tracks and battlecards go stale because no one owns the system.
- Field feedback is ignoredWhat sales hears in live deals is not being fed back into the narrative.
My operating lens
I focus on the commercial story, the evidence behind it and the practical tools that make the story usable.
Evidence first
Positioning needs to stand up against customer reality, not only leadership preference.
Field aware
Messaging must work in live conversations, not just on the homepage.
Category sensitive
Context changes across AI, fintech, construction and regulated software.
Decision oriented
Every recommendation should help the business choose what to do next.
Product marketing earns its place through decisions
The value is not the number of assets produced. It is the quality of the choices those assets help the business make.
Market choice
Decide which buyers and problems deserve focus.
Product choice
Feed market evidence into roadmap and packaging conversations.
Revenue choice
Help the field lead with a proposition that makes qualification and progression easier.
Company choice
Create a narrative leadership can use to align the organisation.
Need a product marketing consultant who understands complex B2B categories?
Use the site as a starting point, then get in touch if you want help with positioning, narrative or enablement.
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