Whether you’ve been working in marketing for a long time or not, habit and routine can lead to complacency if you’re not careful. It’s important to be especially weary of becoming stagnant, and generating “passing” results; the type of outcomes that are not terrible, but not transcendent either.

Product marketing is a strategic function for any ISV and is supposed to bridge the gap between product management and marketing communications. It is an integral part of bringing a product to market and includes designing the product’s positioning and messaging.