State of Product Marketing report 2023 The in昀氀uence “To stand out, you need to market yourselves better. Don’t forget internal of product marketing is a channel as well. Create key moments and celebrate moments, but don’t celebrate mediocrity. Focus on quanti昀椀able wins and marketing progress.” Sandeep Bhara, Marketing Director in Fintech “I say this all the time to my department head—we need to make sure we’re doing a “touchdown dance” for the key elements of the work that we’re doing. It’s not just that you’ve scored six points, it’s that everyone in the stadium knows that it was you who scored them. “So, I try to make speci昀椀c mention of our “wins” in our fortnightly Go- to-Market Meetings so that our team on-the-ground knows that we’re delivering high quality content and materials that’ll help them win. “Connecting those wins to company objectives and key results provides much-needed context to the work that we’re doing. But it’s not just good news: to carry the analogy forward, we sometimes fumble the football. “We communicate clearly and respectfully in those cases, too. As long as product marketing is seen and heard within the organization, and people aren’t sitting around asking “what does product marketing actually do around here”, the people who matter within the company will know that we’re driving results.” Erik Mansur, Head of Product Marketing at Zi昀氀ow 100