How can product marketing contribute to the company's overall revenue?

Product Marketers should always be thinking of ways to contribute directly to revenue. In my mind, if it doesn't move the needle, its not meant to be worked on. Prioritization needs to be ruthlessly put into check. 

Product Marketers should always key in on: 

• Driving pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth)
• Partner with Enablement to ensure quota-carrying teams know what to say to whom and when
• Develop strategic sales plays

To give context, when I was launching the Specialty Contractor division at Procore, my GTM focused on associations and unions. At the time, we were the first construction tech company to go through these associations and create clear partnerships with them, allowing us to edge out our competitors in a first movers advantage scenario. We gave discounts to each association in exchange for a true comarketing motion. This allowed our revnue to soar, and jumpstarted the industry motion at Procore.