In guiding product marketing professionals, emphasize the importance of the customer in every aspect of their work to successfully bring a product to market. Decisions should always align with the value proposition (VP) and unique features that attract customers. During commercialization, changes might be needed for manufacturing, service, or cost reasons. A strong cross-functional team within a robust commercialization process will identify these needs. One of the product marketing leader’s roles is to ensure the team consistently prioritizes VP and differentiation when evaluating alternatives.