State of Product Marketing report 2023 Product “Not setting aside budget for product marketing sets a dangerous marketing precedent which could create low morale and eventually churn. “Mentees in the past have told me, they felt demoralised when they’re budgets working night and day to support an event, only to see colleagues in sales and other functions given permission to attend, while they sit on the sidelines. “It’s a valuable experience product marketers miss out on, and there’s plenty of customer insights being wasted which could help the business.” Amit Alagh, Senior Product Marketing Manager at LexisNexis “There’re two things that’ve worked very well for me to get a budget. It’s nothing ground-breaking but it’s worked well. “Firstly, the budget has to be tied to a clear business outcome and objective. When I make a business case or request a budget, I always try to quantify its impact on our goals and vision. “Secondly, make friends with your data team or show your results to create a track record. Then you’re asking for a budget from a strong position of someone who gets things done.” Jana Frejova, Team Lead, Growth & Product Marketing at Spendesk 90