Most GTM teams don’t fail because they lack effort, they fail because they rely on one-off launches, static decks, and disconnected enablement. In today’s Data & AI-driven market, that approach breaks. In this session, Ray Beharry shares a practical blueprint for transforming product marketing from slide-making support function to structured, revenue-driving system. Drawing from experience leading GTM for complex platforms at IBM and J.P. Morgan, he’ll outline how PMMs can build repeatable positioning frameworks, modernize sales enablement into a live system (not a content library), and use AI to increase signal, speed, and execution quality. Attendees will leave with clear operating principles, measurable metrics, and a scalable approach to turning positioning into pipeline — without adding chaos to their GTM motion.