State of Product Marketing report 2023 Making the “Product marketing should just focus on “There needs to be a better working with product managers and 昀椀nd understanding of what product great, greater… ways to growth hack product adoption marketing is amongst other functions, and focus on that alone.” and amongst top management, such as the CEO.” “We need to see the development of a senior role with more strategic “More people need to take on products/ responsibility and an additional roles so the team isn’t as stretched. This coordinator position to manage the can be achieved with higher investment tactical work.” into the team and tools for better outcomes.” “People need to appreciate that product marketing is more like product “There should be more recognition of the management than like any form of value of product marketing strategically marketing.” and at an executional level.” “I’d like to see product marketing be “Product marketing needs to be seen indispensable in any organization. The as a trusted partner to change the way knowledge and agility of the role allows traditional marketing has always been for so much value to occur.” done.” “More strategic power’s needed, in the “We need to be taken more seriously. form of direct central budget ownership.” We’re more than PowerPoint builders.” 124