State of Product Marketing report 2023 Introduction What is product marketing, anyway? Although there’s an overwhelming number of professionals who are either a) transitioning into a career as a PMM, or b) expressing an interest in taking the next step in their product marketing career, the role of a product marketer is still somewhat ambiguous. Amidst the ongoing clamor to ride the product marketing rollercoaster, we decided to establish what marketing actually is, seeking clari昀椀cation directly from the horse’s mouth: “As a product marketer, you’re your product’s CMO, cheerleader, and everything in between. Product marketing is the glue that brings marketing, sales, and engineering together to tell a great story and bring a product to market.” Elisa Lippincott, Senior Product Marketing Manager at Microsoft “We align the activities required to get the right products to the right customers so they solve their problems and realize value.” Robert Waters, Lead Product Marketer at Ivanti 6