🍺 PMM_IRL #2: GTM - Your Wheel to Steer, Borrow, or Get Kicked Off?

PMM Pub Special Edition
📅 Primary topic
In B2B, GTM strategy can be everything or it can be the thing that happens without you. This is a conversation about where PMMs actually sit in the GTM picture, what to do about it, and how to win in the everchanging landscape.
➕ TL;DR
Ask five B2B PMMs about their impact on GTM and you'll get five completely different answers. Some own the strategy end-to-end. Some are deep in the execution trenches. Some contribute where they can. And some have watched entire GTM motions get built around them, without them.
That gap (between where PMMs could add value in GTM and where they actually do) is worth talking about honestly.
Right now B2B GTM is in a messy, exciting moment. Sales-led vs. product-led vs. partner-led motions are colliding. Buying committees are getting bigger and weirder. AI is changing what "launch" even means. And PMMs are somewhere in the middle of all of it - with varying degrees of influence, ownership, and honestly, invitation.
This will be a casual, no-slides conversation over drinks about:
Which GTM levers PMMs actually own vs. just contribute to (and how to tell the difference);
Where PMMs tend to get excluded from GTM and whether that's a skills gap, a politics gap, or just an org design problem;
What "good" PMM GTM ownership looks like in B2B, and how to build toward it;
Hot takes on the best PMM GTM strategies and tactics in the age of the Agentic Buyer Persona.
No decks. No frameworks. No perfect GTM motion required. Just B2B PMMs getting real about the messy middle of go-to-market over drinks.
💡 Missed PMM_IRL #1? Catch the insights from our first session on agentic AI here: https://luma.com/3870tlcz
Come curious. Come opinionated. Come thirsty.
💚 Organized by
Vladimir Liashenko. Experienced Product Marketing Manager turning AI innovation into real-world adoption through data-driven storytelling, product-led growth, and strong GTM execution across global B2B2C AI companies.
Daniele Ronca. PMM and Founder of Productlab. We help product people grow in craft, confidence, and leadership — through connections and hands-on learning that leads to career and economic outcomes.
Productlab Community & Conference. Growing a European Product community to foster product culture within companies through curated events, leadership gatherings, and our flagship conference.
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