In my mind, product marketing should be called market producting. That would in one stroke fix most of the issues in B2B marketing, most of which stems from the thought that we are taking a product and marketing it, rather then finding a market and building a product for it.
Nick has nailed the essence of outside-in marketing: start with the market and then select the product. (Or perhaps build a market; find a product for it.)
I'll be adding his blog to my reader.