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, 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, 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.