State of Product Marketing report 2023 Product “We have company-level goals “I estimate the average opportunity marketing around things like annual recurring value per historical data and compute revenue, product innovation, etc. and that against the product group’s revenue KPIs department-level goals are expected to goals per product line/launch.” support those things. There’s a natural alignment when that happens.” “Product marketing is primarily “We start with OKR alignment to set responsible for generating new business product management’s priorities - this and ensuring that our sales team can ensures our whole business is aligned to win it. Product is more oriented towards things like adoption and success, and achieve the shared goals.” revenue own the actual win rates and quotas.” “All of our key metrics are tied to cross- functional OKRs.” “Typically, the company has Go-to- Market, growth, and sales goals that we then have to adopt as goals that inform “These are done quarterly, and are set by and create our initiatives for the year or senior leadership.” quarter.” 67