15 Navigating today’s product marketing landscape The rise of the T-shaped marketer Before concluding our section on skills, we must address future organizational needs. So far, we’ve talked about PMM 1.0 – solid generalist PMMs with the core skills and abilities to get general product marketing work done. However, the future is T-shaped. What do we mean by this? Generalist knowledge COMPETITIVE POSITIONING & BUILDING CREATING SALES SALES MANAGING REPORTING INTELLIGENCE MESSAGING PERSONAS COLLATERAL ENABLEMENT LAUNCHES SEGMENTATION STORYTELLING NARRATIVE Specialist DESIGN knowledge ADVANCED RESEARCH TECHNIQUES DOMAIN EXPERTISE We live in a complex world; technology and categories have become specialized, regulated, and governed. As such, we need subject matter experts to guide us. If you’re in insurance, fintech, or edtech, for instance, you need people with the proper governance and regulatory knowledge.