Do You Invest In Product Or Problem

"Product Marketer" is the wrong title.

"Product Engineer" is the wrong title.

"Product Team" is the wrong department name.

Whoa -- aggressive. But hear me out...

Go faster and go further by replacing the word 'Product' with 'Problem'.

Your Product Marketer should really be your Problem Marketer, whose job is to intimately understand the entire scope of your target's pain points. Focusing in on the problem(s) will lead to positioning, messaging, and campaigns that better connect with your audience and require less convincing (instead of a series of aimless demand-gen campaigns).

Your Product Engineer should really be your Problem Engineer, who also intimately understands the target's pain points, and builds (or doesn't build) on the premise of 'how do we solve this problem even better?' (instead of feature-stacking because you can).

Your Product Team should really be your Problem Team, who calibrates marketing and engineering to put sales in the best position to succeed, because they sell with the deepest level of empathy (instead of endless feature-selling).

Never forget, your product is a solution, and a solution doesn't exist without a problem.