The role of product teams has transformed. They are now responsible for creating loyal customers. PM is the new GM. Apart from setting direction, product teams are now also taking over functions like marketing, customer support, and revenue operations. Great product teams are removing every point of friction in transactions and customer operations. This is possible thanks to the zetabytes of data being generated by customers as they interact with products. Now more than ever, product leaders need to enable democratic access to behavioral insights from this data across their organization to speed up decision-making and be successful.