[At the time of delivering this presentation, Jeff Aboud was Director of Product Marketing at Kenna Security but has since moved to a new role as Director of Marketing at Tenable]

Product marketing is the only function within a company that touches all three organization pillars; product, marketing, and sales, on a regular basis. But that doesn’t make PMMs more important than anyone else, it brings to the fore the importance of collaboration.

In this article, I’ll share with you a case study highlighting what can happen when teams don’t work in unity, and how replacing silos with teamwork turned things around.