State of Product Marketing report 2023 Product “I’ve found with a lot of product marketing activities, time equals money. marketing So, if you can segment your working life by the time you’re spending doing certain activities and relate that time to business value, then you’re well on budgets your way to justifying the budget that you’ve been allocated. “Say it takes 12 hours of a 40 hour work-week to engage in sales enablement and activity analysis, and there’s a tool out there that can cut that time in half. Sales enablement has a direct correlation to bottom-line revenue, and using some budget on software that either increases the output of that time (the same 12 hours, but double the impact) or increases the overall ef昀椀ciency of the product marketer (now it’s the same impact but only 6 hours per week, and the other 6 is spent doing other things), then you can kinda back into a value proposition that works for the ultimate budget- holders—usually the 昀椀nance team.” Erik Mansur, Head of Product Marketing at Zi昀氀ow “Given the tightening of budgets and a transition away from the “scatter gun” approach of marketing communications, organizations need to do a “post launch review/debrief” to understand what worked well, what didn’t, and what can be done better for next time as with each iteration, there’s improvement which can justify budget and focus marketing resources in the right area. “Ask questions like what was the open/click through rate this time vs last? What channel performed well etc? If something was successful, can we bottle it and scale it? Amit Alagh, Senior Product Marketing Manager at LexisNexis 96