State of Product Marketing report 2023 Product “I’d say “I hope you have a good recruiting department, because you’re marketing going to lose some good product marketing talent in the next few months, and it’ll be an uphill climb to back-昀椀ll them.” budgets “Product management, content marketing, sales enablement, business operations, marketing and/or creative operations are all departments with budgets set aside for tools and technology (and don’t forget about contractors and freelance talent) to help them do their jobs. “If the product marketing team doesn’t feel the company is supporting them in ways that really matter, and they see their peers in other departments have ample money to throw at problems they’d normally be doing manually, then they’ll probably have a lot more “dentist appointments” and “gotta sign off for an hour” moments in their work day. “Staff attrition is a real thing and you don’t want to be trying to hire a new product marketer in Q4. Support your product marketing team and give them the things they need to be good at their jobs!” Erik Mansur, Head of Product Marketing at Zi昀氀ow “If a product marketing team doesn’t have a budget, I’d question whether the organisation understands the business impact product marketers could have. “When that’s the case, there needs to be internal education about the role. In planning, leadership should be shown a side-by-side comparison of what zero funding can produce vs the projected outcomes with PMM investment.” Jen Bunting, Head of Product Marketing EMEA & LATAM at LinkedIn 91