There’s a faction of product marketing professionals who’ve long felt like the "sales-tools-on-demand" department, much to their dismay. It’s a tough predicament to get out of though when product marketing teams are structured entirely along product lines. A slight shift in alignment can transform a product marketing team into a strategic asset that’s exponentially more valuable to the company overall, not to mention the benefits it brings to product management, marketing and sales.

The holy grail of corporate focus is the alignment of product direction, sales, marketing and operations to a common set of priorities that put the collective weight of the company behind a few top-priority initiatives with the highest payback for the organization as a whole.

The Product Management IQ (PMIQ) of your organization refers to the cross-organizational discipline required to be a market driven product company, not just on a product by product basis, but across all products and all factions including marketing, sales, finance and product development, to name a few.

Why is an organization's PMIQ important?

Demand for your products is down and the sales pipeline is thinner.Marketing budgets and headcount have been cut, and cut again.Stress is at an all time high as fewer people carry a heavier workload.Revenue “stretch” goals seem out of reach.Are the problems that challenge your business mounting while you have fewer resources and energy to address them? Don’t surrender just yet.