State of Product Marketing report 2023 How has product “We’re seeing an increase in the number of hybrid product marketing teams marketing who have to support both sales and product led growth models. “This isn’t surprising: product marketers develop and support the changed since Go-to-Market motions of their companies, so naturally with the growth in 2022? product-led growth, product marketers evolve too. This requires new ways of working, faster execution cycles and new skills.” Jana Frejova, Team Lead, Growth & Product Marketing at Spendesk “When I answered this question in the State of Product Marketing Report 2022, I had said that the role of a product marketer—and their core job responsibilities—were continuing to evolve and expand. “One year later, I think this has led to putting product marketers in a position to have greater in昀氀uence in buying decisions—they’re quite literally the ICP for an ever-growing number of SaaS tools. “So, as the economy experiences some turbulence, and budgets start to shrink, product marketers are now being seen as an extremely hot commodity by software sales reps. Not a day goes by that I don’t receive at least one cold-call from a BDR looking to get me into a buying cycle. Product marketers are suddenly the belles of the ball (and I’m kinda here for it).” Erik Mansur, Head of Product Marketing at Zi昀氀ow 30