State of Product Marketing report 2023 Roles, responsibilities, “Because I believe product marketing “We delegate in accordance with subject is the foundation of everything else, my matter expertise - I handle internal and team two marketing generalists each own a enablement/product launches for all product, including communications with products. Then my direct report handles infrastructure product management, sales collateral, market research and competitive sales enablement, and product release intelligence for all products.” announcements. The objective is to help them grow in thinking strategically about marketing including the foundations “We’re segmented by pillar and each of messaging, positioning, personas, pillar has assigned products. We own competition, Go-to-Market strategy, etc., each product end-to-end.” and give them more 昀氀exibility as they grow in their careers.” “We’re a double-sided marketplace, so “We sit on product squads that’re each PM is responsible for one customer focused on key aspects of the product. (retailer vs brand) and then we work For example, a dashboard squad across all product verticals.” consists of the product, marketing, and engineering members responsible for building dashboard and analytics “Our product team is focused on features. The product marketer for different areas of the customer journey dashboard is responsible for all launch for the most part and we have a product strategy, research, etc related to releases marketer aligned with each area of from the squad.” focus.” 50