State of Product Marketing report 2023 The in昀氀uence “There’re lots of misunderstandings “You have to set expectations early and of product about what product marketers do, tie your value to metrics that matter. how they help the business, and what For example, product usage, customer marketing the function can achieve. This makes churn, expansion, leads, etc.” creating new materials and developing a better GTM strategy an uphill battle. The issue is a question of education. I highly recommend PMMs present to their “Don’t hesitate to voice your contribution commercial team on what you’re trying and show how your outputs have been used.” to achieve and how they can work with you to take revenue and growth to the next level.” “It probably won’t happen for a while, but personally, I think product marketing needs to be a lateral organization that works across the company versus “We heavily rely on insights and customer feedback to support our rolling up into the general marketing organization.” revenue and growth goals, and also use these insights to showcase our impact and change perceptions internally. Our team conducts the insights we need “Include product marketing early and rather than be beholden to a separate often in all product-related initiatives.” team or external vendor.” “Measure the differences, draft, and present the plans to C-suite so when the “I’ve had the best experience when we’ve shared cross-functional goals/KPIs to improvements happen, they’re aware of who steered the ship.” hit and we can drive product marketing initiatives.” 105