In the world of tech scaleups, talent often comes from unexpected places. Ariana Marquez Ablan, a chemist turned product marketer, is a perfect example of how diverse backgrounds can unlock powerful perspectives in high-growth environments. In a recent Product Marketing Genius episode — brought to you by Caribou Strategic, where we help tech scaleups stand out and succeed — Ariana shared her unique journey and tactical wisdom for CEOs navigating today’s fast-changing markets.

Why Ariana Switched from Science to Strategy

Ariana’s path began in product research within consumer goods. But while she loved digging into data and insights, she craved something more: business impact. That led her into the world of product marketing — a role where she could blend analytical rigor with storytelling, market intelligence, and customer-centric thinking.

Her scientific roots still serve her well. As she put it, “Research isn’t just about the product — it’s about the customer. And to serve them better, you need to understand the business behind the product too.”

The Case for Product Marketing at Every Scaleup

When asked what she’d tell a CEO questioning the need for product marketing, Ariana didn’t hesitate. Markets and buyer journeys are changing rapidly, she said, and without a PMM function, companies risk misalignment between product, positioning, and go-to-market.

“A good product marketer helps future-proof your value proposition. We live in the environment your product competes in — we see what’s changing and help you adapt faster than the competition,” Ariana explained.

Core Skills That Build Cross-Functional Influence

For CEOs wondering what makes an effective PMM, Ariana offered a clear breakdown:

• Listening: Not just hearing cross-functional input, but understanding what matters to each team.
• Translating: Converting technical, market, and customer insights into clear, actionable positioning.
• Storytelling: The skill that connects data to decisions and drives alignment across sales, product, and leadership.

And her advice for PMMs with limited resources? Build a peer network, leverage the Product Marketing Alliance community, and if budget allows, invest in revenue intelligence tools to refine sales enablement materials with real customer voice.

Why This Matters for CEOs

If you’re leading a tech scaleup, your edge won’t come from product alone. It will come from how clearly your market understands your value — and how consistently your team delivers that message. Ariana’s insights make the case that product marketing isn’t just a support function; it’s a strategic growth lever.

Get more insights from leaders like Ariana, and a free eBook of my Amazon bestseller, Product Marketing Wisdom HERE.