State of Product Marketing report 2023 Roles, “We’re currently in transition and trying to 昀椀gure that out. It’s been hard. The responsibilities, product manager has been moved off the product marketing team, but the VP of Marketing (me) is responsible for the product roadmap.” and team “I keep it simple and focus on themes that compliment the user funnel, so infrastructure demand gen, sales enablement, advocacy & expansion.” Sandeep Bhara, Marketing Director in Fintech “At Spendesk, the product marketing team is split along three key focus areas: (1) the core team that supports sales-led motion; (2) the growth team that supports self-serve, growth and product-led motion; and (3) customer advocacy and marketing team.” Jana Frejova, Team Lead, Growth & Product Marketing at Spendesk “In the “old world”, there was a school of thought whereby you needed a product marketer for every product, but now, I’m now seeing a change to this approach whereby product marketers are responsible for all products within a particular theme. For example, a product marketer for search and analytics, one for content etc. “I think this is a good approach as it allows the scaling of best practices and leveraging of cross-functional synergies.” Amit Alagh, Senior Product Marketing Manager at LexisNexis 52