Is Your Product Marketing Problem a Product Problem?

Guest post by Caroline Tien-Spalding CMO at Aptology
As of this writing, there are over 211,000 jobs on Indeed in the category of “product marketing.” On the flip side, there are only 19,000 jobs under the “demand generation” category.
How can it be that the need for marketing a product can be so much higher than pipeline creation and lead gen? 
The answer is surprisingly (and sadly) simple: Companies are building products and trying to fit them into a marketplace that never asked for that solution. Consequently, marketing departments are trying to play “catch up” instead of doing what they do best: fueling the fire created by product-market fit.  
The Cornerstone of Your Company is Not Building Products, It’s Solving Problems
Possibly fueled by a library’s worth of Silicon Valley myths, a trope in product development (or rather, incomplete product development) is this familiar workflow: 
C Suite: “Wouldn’t it be great if…” or “Did you see