4 Navigating today’s product marketing landscape Introduction Ever felt like finding the right talent for your product marketing team is like searching for a needle in a haystack? You’re not alone. Welcome to Navigating today’s product marketing landscape: Challenges, trends, and opportunities, a deep dive into the challenges that product marketing leaders like you face every day. I’m Harvey Lee, your guide through this complex terrain. I have over 25 years of experience at the helm of PMM teams for the likes of Virgin, Microsoft, Kaspersky, Avast, and Seiko Epson. I was even on the original launch team for Xbox. In short, I’ve been in your shoes, and I’ve got insights to share. Before joining the Product Marketing Alliance (PMA) full-time as VP of Product Marketing, I served as an ambassador, mentor, and expert in residence for the PMA. I also teach the PMA Core Certifications and I love writing articles on product marketing. In this report, I’ll be tackling the tough stuff. I’ll delve into the intricacies of the product marketing landscape and the challenges of hiring people with the skills that make a product marketer truly stand out. But I won’t stop at identifying the problems; I’ll also offer conclusions and solutions to help you navigate these challenges. I get it. It’s frustrating when you’re expected to deliver strategy but you’re measured on tactics. It’s tough when you’re trying to develop junior team members into strategic thinkers. And it’s downright exhausting when you’re chasing too few people to fill too many roles. This report is here to help. So, grab a cup of coffee, settle in, and let’s dive into this together. We’re about to embark on a journey through the challenging, but incredibly rewarding, world of product marketing. Harvey Lee VP, Product Marketing Alliance