There needs to be one single person who owns the product process for each major product in the company. At startup companies, the CEO or another founder often plays this role, but this quickly becomes unscalable. Beyond startups, this should be a single, full-time product manager.
Cory A. Eaves, Managing Director, General Atlantic, has a nice writeup of important roles for an early stage company, defining product manager and product marketing manager roles. They're different skill sets and they're important to your success.
Nice kudo at the end for Pragmatic Marketing.
It's a good read. You might want to share this with others in your organizations.