Without a highly integrated workflow between product and product marketing teams, your business is likely to struggle to uniformly connect with your audiences and fail to build products or services that inherently meet their needs. So how can product marketers help navigate these pitfalls and build a trusted partnership with their product team counterparts? Deliver results and prove your value.

While I do see merit in (and have personally experienced the benefit of) growth tactics such as A/B testing and experimenting to drive traffic, sign ups, or sales; these are short-term techniques that should never come at the expense of foundational product marketing work. Quickly attained, vanity growth is not sustainable. A tree doesn't grow branches without first forming a trunk (I made this phrase up but it feels right). So where do you start?