Product Adoption Process and Roles in Customer Marketing

How do your companies think about product adoption? Who is involved and do you have a process you can share?

I lead customer marketing, and lifecycle marketing is part of my team. I would like to see us play a bigger role, but we do not have bandwidth to do it all - right now we announce new features in our newsletter, but that's about it for 1:many. To be more specific, when you roll out a new feature, who determines the TAM, how do you drive adoption with those customers? How do you determine what is 1:1 and what is 1:many? What role does product and product marketing play? Who is accountable for driving adoption? Who determines the go to market strategy, and then organizes all the teams to execute? If anyone has this mapped out and could share, that would be a huge help!! Thank you!