When your tech scaleup is moving fast, building a strong product is not enough. You need someone who can bridge product, marketing, and sales — someone who can turn complexity into clarity and drive the story of your company into the market.

In a recent Product Marketing Genius episode, Michele Nieberding at MetaRouter shared what it really takes to succeed when you’re the only PMM in a startup environment.

Product Marketing Genius is brought to you by Caribou Strategic, where we help tech scaleups stand out and succeed.

Lessons from the Frontlines of Product Marketing

Michele’s journey started in B2B tech sales, moved through marketing agencies, and landed her in product marketing — where she found her calling. Today, at MetaRouter, a 30-person startup, she runs product marketing solo. This experience has given her a unique perspective on the skills that matter most in a fast-growth environment:

• Stakeholder Management: When you’re the bridge between multiple teams, aligning different personalities and priorities is critical. Michele stressed that successful PMMs must not just gather opinions but synthesize them into clear, actionable outcomes.
• Thriving in Ambiguity: Startups change daily. New competitors, new technologies, and new market conditions are the norm. Michele believes that “uncertainty breeds opportunity” and that thriving without all the answers is a superpower CEOs should prize in their teams.
• Constant Curiosity: The best product marketers never stop learning. Michele’s advice to new PMMs (and a good reminder for leadership too): stay hungry, stay curious, and keep refining your craft. Learning isn’t a phase — it’s a habit.

Why CEOs Should Care About Product Marketing

One of the most powerful moments of the conversation was Michele’s analogy of product marketing as the “brain” of the company. While product might be the muscles and sales the blood flow, it’s product marketing that connects, coordinates, and guides the entire operation.

Without clear messaging, positioning, and enablement, even great products and brilliant sales teams can miss their mark.

As a CEO, investing in strong product marketing early isn’t optional — it’s a growth accelerant.

Final Takeaways

Michele’s story is a masterclass in how the right mindset, adaptability, and strategic thinking can turn a solo PMM into a major force for company success.

If you’re a CEO leading a tech scaleup, ask yourself: Is your product marketing team acting as the brain of your company? Are you giving them the space and support to help you win faster?

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