Effective product marketing is not a downstream function. It is a strategic role that sits at the intersection of product management, go-to-market teams (sales), and external influencers (analysts). It synthesizes inputs to shape both product strategy and market messaging.
Propel leverages the Salesforce platform to handle foundational infrastructure like uptime and security. This allows their team to focus entirely on the business logic layer, enabling a faster pace of innovation against legacy giants like Oracle and Siemens.
For enterprise AI adoption, focus on pragmatism over novelty. Customers' primary concerns are trust and privacy (ensuring no IP leakage) and contextual relevance (the AI must understand their specific business and products), all delivered within their existing workflow.
Instead of general discovery, conduct "loss calls" with prospects who chose a competitor. This provides unfiltered feedback on what capabilities truly matter, where your product falls short, and whether your pricing or sales process—not just features—was the problem.
In high-stakes fields like medtech, the "fail fast" startup mantra is irresponsible. The goal should be to "learn fast" instead—maximizing learning cycles internally through research and simulation to de-risk products before they have real-world consequences for patient safety.
The next evolution of enterprise AI isn't conversational chatbots but "agentic" systems that act as augmented digital labor. These agents perform complex, multi-step tasks from natural language commands, such as creating a training quiz from a 700-page technical document.
Don't wait for a promotion or for the perfect role to be created. The most effective path to leadership is to proactively identify and take on critical, unowned tasks within your organization. This demonstrates value and allows you to carve out a new role for yourself based on proven impact.