In the fast-paced world of tech scaleups, product marketers and founders often focus on mastering hard skills — positioning, messaging, competitive intelligence, and sales enablement. While these are undeniably essential, there’s another layer of expertise that can be the key differentiator between good and great: soft skills. Or, as Jeff Schaffzin calls them, life skills.

Jeff, the Founder and Managing Director at Genesys Group, recently joined me on Wisdom From Wizards to share three powerful insights that can accelerate career growth and drive real business impact. Let’s dive into these takeaways and explore how they can help your tech scaleup stand out and succeed.

1. Own High-Visibility Projects

You could be delivering outstanding work, but if no one sees it, your impact remains limited. Jeff emphasizes the importance of taking on high-visibility projects that expose you to leadership and cross-functional teams. For tech scaleups, this means identifying initiatives that:

• Align with company priorities
• Address critical pain points
• Have a measurable impact on revenue or customer experience

By making strategic choices about the projects you lead, you build credibility, gain internal champions, and position yourself for greater influence.

2. Master Advanced Technology — Beyond Just the Tools

As a product marketer, understanding technology is a given. But Jeff challenges us to think beyond just knowing the mechanics of tools and platforms. Instead, he encourages a mindset of continuous learning and adaptability.

Tech evolves rapidly, and the most successful professionals are those who:

• Stay ahead of industry trends
• Adapt to new tools without resistance
• Cultivate a growth mindset that enables them to coach others

For scaleup founders, this is particularly critical. As you scale, your role shifts from hands-on execution to leadership and vision. Embracing technology as a mindset, not just a skill, can help you guide your teams effectively.

3. Build Relationships That Matter

Great product marketers don’t just serve sales teams — they align with multiple stakeholders across the organization. Jeff highlights that in addition to sales and product teams, PMMs should build strong connections with:

• Customer Success — These teams ensure your product’s value is realized post-sale, directly impacting retention and expansion.
• Professional Services — Their frontline insights can help refine messaging and uncover new cross-sell opportunities.

In scaleups, relationships can make or break momentum. The more cross-functional allies you build, the more effective your strategies become.

Take Your Growth to the Next Level

The best product marketers and tech leaders don’t just focus on what they do; they refine how they do it. These soft skills — visibility, adaptability, and relationship-building — can be your competitive edge in scaling successfully.

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