---
title: Why Every Tech Scaleup Needs a Product Marketing “Glue” — Insights from Eran Kinsbruner
description: Discover why product marketing is essential for tech scaleups as Eran Kinsbruner explains its role as the glue that binds teams and drives growth.
---

[Boring to Bestseller Blog by Caribou Strategic](https://cariboustrategic.com/blog)

# [Why Every Tech Scaleup Needs a Product Marketing “Glue” — Insights from Eran Kinsbruner](https://cariboustrategic.com/blog/why-every-tech-scaleup-needs-a-product-marketing-glue-insights-from-eran-kinsbruner)

 Written by [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) | April 18, 2025

**Product marketing isn’t just a support function — it’s the connective tissue holding your entire org together.**  
That’s the message from Eran Kinsbruner, a Product Marketing Alliance (PMA) Ambassador, in this episode of *Product Marketing Genius*.

Brought to you by [Caribou Strategic](https://cariboustrategic.com/), this series features high-impact conversations with product marketing leaders helping tech companies stand out and succeed.

# The Accidental PMM Who Became an Industry Voice

Eran’s journey into product marketing didn’t begin in marketing at all — it started in R&D. With a background in software development and a CTO title under his belt, he transitioned into product marketing thanks to a chance encounter with a VP who saw his technical depth as an asset.

Over the past 13 years, Eran has built product marketing teams from the ground up, scaled fast-growth startups, and shaped go-to-market strategies — all by applying both left-brain logic and right-brain storytelling.

# What Every CEO Needs to Understand About Product Marketing

When asked how he would explain the value of product marketing to a CEO, Eran put it plainly:

**“Product marketing is the glue.”**

It’s the cross-functional force that translates lines of code into customer value. PMMs align product, R&D, sales, marketing, and analysts around one narrative — one that drives adoption and growth.

Without it, features lack positioning, messaging gets diluted, and go-to-market efforts fall flat.

As Eran puts it:

> *“Who else is going to do it? R&D won’t write messaging. Product won’t drive positioning. You need someone who understands how the dynamics work — and brings everyone together.”*

# Advice for Growing Teams on a Tight Budget

For scaleups that need high-impact output without high overhead, Eran recommends:

- **Leveraging free educational resources** like PMA’s blogs and webinars
- **Engaging analysts** (yes, even without a contract!) for directional insights
- **Investing in lightweight certifications** to upskill PMMs fast

In other words, your team doesn’t need a big budget — but it does need a strategic mindset.

# Lessons for Aspiring PMMs (That CEOs Should Also Hear)

From mastering technical fluency to becoming a powerful communicator, Eran outlines the dual skillsets that define great PMMs. For CEOs, his advice is a reminder: **Product marketing isn’t just about messaging — it’s about multiplying the value of every other team.**

**Product Marketing Genius** is brought to you by [**Caribou Strategic**](https://cariboustrategic.com/), where we help tech scaleups stand out and succeed with better positioning, sharper messaging, and tighter go-to-market strategy.

🎁 **Get a free eBook of my Amazon bestseller, *Product Marketing Wisdom ***[**HERE**](https://cariboustrategic.com/weekly-recap-of-wisdom-from-wizards-free-amazon-bestseller-ebook?utm_source=medium&utm_medium=referral&utm_campaign=pmgenius&utm_content=eran_kinsbruner)**.**

<https://medium.com/tag/growth?source=post_page-----9c5e2ea548d1--------------------------------------->

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