In the world of tech scaleups, it’s easy to mistake product marketing for a support function — responsible for churning out sales decks, managing launches, and cleaning up messaging. But according to Anya Lichtenstein, a seasoned Product Marketing Director based in New York, that view misses the real value product marketing brings to the table.

On a recent episode of Product Marketing Genius — a series brought to you by Caribou Strategic, where we help tech scaleups stand out and succeed — Anya shared why product marketing is a strategic lever, not a tactical afterthought.

From Sinking Ships to Strategic Thinking

Anya’s journey is unconventional and refreshing. She began her marketing career in what she calls “sinking ship industries” — book publishing, network television, and high-fashion retail. While these sectors were in decline, they taught her how to operate in complex, high-stakes environments. That experience became the bedrock for her pivot into EdTech, where she discovered the magic at the intersection of product and marketing.

Through roles in both acquired and acquiring companies, as well as layoffs and market shifts, Anya honed the ability to spot what really moves the needle — market research, competitive insight, and clear KPIs tied to business impact.

Why CEOs Should Care About Product Marketing

When asked what she’d say to a founder questioning the value of product marketing, Anya was clear: Great product marketers shape market perception and drive growth. They’re not just launching features — they’re driving adoption, retention, and expansion. That means aligning closely with leadership and anchoring all work to measurable outcomes.

And perhaps most importantly for scaleups, Anya emphasized this: “If you don’t define product marketing as a strategic function, it’ll default into a ticket-taking role.”

Tools for Lean Teams

For early-stage startups or teams with tight budgets, Anya recommends tapping into resources like the Product Marketing Alliance (PMA). Templates, frameworks, and certification programs from PMA helped her build operational rigor even when she was the first marketer in the room.

Her practical tip: Leverage frameworks to walk into any new challenge with confidence and clarity. Whether it’s market positioning or crafting GTM strategies, proven templates can be game changers.

If you’re a tech CEO wondering how to elevate your product marketing function — or simply avoid having it become an internal agency — Anya’s perspective is your blueprint.

📘 For even more insights, get your free eBook copy of my Amazon bestseller, Product Marketing Wisdom HERE.