State of Product Marketing report 2023 Roles, responsibilities, “In my experience, reporting into one “At previous companies, there was department often means less visibility, always a big disconnect when product and team alignment and/or collaboration with the marketing reported to product. Product other departments. For instance, when marketers tend to be treated as infrastructure we’ve sat in marketing, we’ve been really engineering’s ‘marketing team’ to pretty involved in the production of assets/web, up some slides versus having an actual events, and branding decisions -- but seat at the table and bringing market it takes more effort to stay connected insights, etc., to the discussion. There still to the product org and sales. And vice seems to be some misunderstanding versa -- when we sat in the product org, on what product marketing actually is we had less oversight and connection to and what value the role can bring to an our partners in marketing.” organization.” “The main problems I see are product/ “Reporting to marketing is the biggest sales leaders will have a to-do list in challenge. There’re budget constraints mind and won’t think strategically. This and other teams see product marketing leads the product marketing team to be as a ‘support team and order taker’, taken away from large initiatives. The instead of a valued and trusted partner.” other problem is when leaders need help understanding storytelling/narrative design and want to bring singular features to the market. Again, these problems stem from a need for more understanding of the PMM function and what it can do when run correctly.” 44