---
id: ins_cross-functional-collaboration-world-where
operator: Liza Adams
operator_role: 'AI Advisor & GTM Strategist | Human+AI Org Evolution | Applied AI Workshops | “50 CMOs to Watch” | Keynote Speaker'
source_url: https://www.linkedin.com/feed/update/urn:li:activity:7336489915104276480/
source_type: thread
source_title: 'McKinsey Says that Product Marketing Managers (PMMs) are the Quiet Force Behind Software Success'
source_date: 2026-04-10
captured_date: 2026-05-02
domain: [pmm, marketing, content]
lifecycle: [positioning, messaging-narrative]
maturity: frontier
artifact_class: research
score: { originality: 3, specificity: 5, evidence: 3, transferability: 4, source: 4 }
tier: A
related: []
raw_ref: raw/linkedin/reactions/linkedin-reactions-2026-04-10.md
---

# ► Cross-Functional Collaboration - In a world where teamwork is key, PMMs are at the ce
## Claim
McKinsey Says that Product Marketing Managers (PMMs) are the Quiet Force Behind Software Success A new McKinsey study (link in the comments, https://lnkd.in/gE9vyDxx) has put PMMs in the spotlight, emphasizing their growing importance in the software industry. Its findings reinforce the ideas I've shared in my previous posts on the evolving role of PMMs in the AI era (https://lnkd.in/ggjfSawh) and their pivotal role in driving personalization and efficient growth (https://lnkd.in/erV6Nipd).

## Mechanism
► AI-Powered Analytics - As data and AI-powered analytics become essential for decision-making, PMMs use these tools to guide strategies and gain deep customer insights.

## Conditions
Holds when: the operating context matches the post's stated frame (team shape, stage, tooling, buyer type).
Fails when: the practice is lifted into a different stage or buyer context without reworking the underlying mechanism.

## Evidence
> "► Cross-Functional Collaboration - In a world where teamwork is key, PMMs are at the center of collaboration to create better customer experiences."

· Liza Adams, LinkedIn, 2026-04-10

## Signals
- The team observes the pattern repeating across multiple cycles before naming it.
- Practitioners stop questioning the discipline once results compound.
- Skipping the step shows up as friction within one or two iterations.

## Counter-evidence
No opposing view in current corpus.

## Cross-references
- (none in current corpus)