State of Product Marketing report 2023 Product “Sharing data-driven results based on historical benchmarks is a standard marketing practice at AWS. Communicating those KPI is part of the planning process. “We begin by writing a narrative form document articulating the plan and KPIs its goals. Progress reports are shared regularly, and a summary report is written at the end of the project. This communication is vital to maintain strong collaboration and trust across teams. Holly Watson, Senior Product Marketing Manager at Amazon Web Services (AWS) How do product marketers share results with internal teams? Whilst it was disappointing to see some product marketers don’t share their 昀椀ndings with their peers, we’re keen to focus on the positives and recognize the fact that 90.3% are following recommended protocol. There’re numerous systems product marketers can use to share results - here’re some of the most common tools used among the PMMs we spoke with. If you’re part of the 9.3% club, heed our advice: make notes, and take action! 65