State of Product Marketing report 2023 Product With budget scarce for many product marketers, what processes can be put in place to ensure marketing money is being spent in the right places? budgets “Understand your commercial objectives and core customers that is driving your growth, and have a good understand of the volume segmented into deciles pegged by CLV (head, torso, tail). “You can then evaluate where to spend and run test & learn initiatives based on behaviour and see if they’re moving up the deciles into higher CLV customers. This way you can attribute back the % contribution of our initiatives to the overall revenue pot.” Sandeep Bhara, Marketing Director in Fintech “It’s about constant evaluation and tracking of whether our activities push the north star. There’re two aspects to it: (1) Are we spending the time on the right activities and areas of work? This is about ensuring alignment with other teams and the company’s vision. (2) The second aspect is about the tactics. “We may be spending our time on the right activities, but are the the tactics we’re choosing working well? This is more about measuring and tracking the impact, and optimizing over time.” Jana Frejova, Team Lead, Growth & Product Marketing at Spendesk 95