16 Navigating today’s product marketing landscape The PMM of the future has not only mastered the generalist knowledge and skills needed for their role – building personas, creating sales collateral, managing launches, and so on – they also have a specialism. Some of the shining stars of the product marketing community already embody the ideal of the T-shaped marketer – people such as… Elliot Rayner Tamara Grominsky Marcus Andrew April Dunford CMO Vice President Product Director Product Marketing Founder of at ARION Marketing at Kajabi at Pendo.io Ambient Strategy Storytelling Segmentation Narrative Design Positioning Not only are they great PMM leaders, but they champion their specialties. The future is T-shaped, and that future is already here. So, let’s review skills and behaviors: 3 There are significant skills gaps and little investment in training. 3 90% PMMs are not trained in product marketing, despite 98% going to a university and 31% studying marketing. 3 PMMs want to grow, and retention of talent is at risk if employers can’t provide the L&D employees seek.