Corporate Strategy Meets Product Marketing—A Power Couple for Growth?
A product marketer and corporate strategist walk into a bar. Stop me if you’ve heard this one. Wait… I’m guessing you haven’t. But why not? These roles are uniquely intertwined, practically a corporate power couple, but most executives have no clue.
So let’s DTR (determine the relationship) between product marketing and corporate strategy. Are they really THE power couple?
1. Both are all about owning the market
At the end of the day, both corporate strategy and product marketing have the same mission: to dominate. Corporate strategy figures out where the company needs to play and how to win. Product marketing takes that blueprint and translates it into messaging that makes customers feel like they’d be crazy not to buy in. If these teams aren’t working together, the whole operation starts to feel like a game of telephone—confusing and messy. Often times, this disjointed strategy play creates misalignment in direction down to the ‘do-ers’ and up to the executives.
2. The customer is the North Star
Both functions live and die on customer insights. Product marketers obsess over feedback, trends, and what gets people to hit the “buy” button. Corporate strategists use that same intel to make the big calls—expanding into new markets, tweaking pricing, or even pivoting the entire business. When these teams sync up, magic happens. When they don’t, you get products no one asked for and strategies or acquisitions that miss the mark.
3. They’re both chasing the same prize: Revenue
Let’s be real—both roles exist to grow the business. Corporate strategy charts the high-level path to more dollars, and product marketing ensures the execution is flawless. If product marketing isn’t aligned with strategy, all those big plans are just expensive PowerPoint slides. When they work together, they’re an unstoppable force of growth.
4. Launching a product is a strategic power move
A product launch isn’t just a marketing stunt; it’s a calculated business move that impacts the entire company. Product marketers make sure the world knows why this thing matters, while strategists are thinking 10 steps ahead about how it shifts the competitive landscape. This is why these teams need to be joined at the hip—otherwise, the left hand doesn’t know what the right hand is doing.
5. They’re both the glue holding the business together
Neither role works in a vacuum. Corporate strategists and product marketers have to rally teams across sales, product development, finance, and beyond. They’re the ones connecting the dots, keeping everyone aligned, and ensuring the company moves as one well-oiled machine. Without them, you get silos, confusion, and a whole lot of wasted effort.
If you don’t believe product marketing is a strategic role yet, then you need a rethink.
The idea that corporate strategy and product marketing are disparate silos in an org needs to be over. They’re different sides of the same coin, making sure the business not only has a solid plan but also executes it flawlessly. If companies want to win, they need these two teams working as ONE Power Couple. Otherwise, they’re just making noise in a crowded market.
So go ahead, product marketer, buy that corporate strategist a beer, and see where things go.
