State of Product Marketing report 2023 Roles, Supplementary layers of product marketing teams responsibilities, “The more the merrier…” There’re some teams that are seemingly part of the product marketing furniture, i.e. sales, customer and team success, etc. - but who says companies can’t broaden their horizons and extend their scope to other infrastructure areas of the company? When we asked product marketers which other types of specialist areas were part of their team, 27.2% of respondents said sales enablement was also part of their product marketing team, closely followed by customer marketing (26.5%) and competitive intelligence (23.8%). Just under one-昀椀fth of the respondents (18.5%) said pricing was involved in the PMM mix, while 11.3% indicated competitive enablement is incorporated into their strategy. 14.9% of product marketers picked the ‘Other’ option, earmarking alternatives such as: • Technical marketing engineers • Web/growth and localization • Content marketing • Customer insights • Business development NB: Respondents could select more than one answer for this question. Competitive Sales Customer intelligence enablement marketing Pricing 23.8% 27.2% 26.5% 18.5% Competitive Other enablement 14.9% 11.3% 42