18 Navigating today’s product marketing landscape When we look deeper, taking the UK market in December 2022 as a bellwether, there’s clearly a hunger for more product marketers. • 3.5k+ job posts in the past week alone for Product Marketing Managers. • 431 job posts in the past week alone for Product Marketing Directors. The challenge is that (despite the recent layoffs you’ve read about) most of the world’s 116,000 product marketers are still in employment. Only 1.48% declare themselves self-employed, meaning it’s tough to find a consultant PMM, and only a small handful are available to work on the side part-time. And yet the market is NOT growing at all. • Between 10 and 300 roles change globally every day, but these are mostly accounted for by promotions or existing PMMs switching companies. • This amounts to only a 0.25% change. Not growth – change. Even if it was growth, it wouldn’t be nearly enough to meet the growing demand for PMMs. • If you want to hire a freelance PMM in the UK or US, only 1.5% of PMMs are available to you. The worldwide number is even worse: it’s 1.2%. So, with nearly all the market in work, and no massive appetite to change roles, there’s still a huge desire to progress within the function. Two-thirds of PMMs want to progress. It’s up to employers to help them do that and, at the same time, increase retention of talent. Yet, we can see the inertia in the market: three-quarters want to stay with their current employer! This has created a career juxtaposition. Total number of PMMs 116,000 (100%) English language 58,000 1st (50%) 58,000 2nd (50%) Stay at current company 83,520 (72%) Change company 12,760 (11%) Big change 4,640 (4%) Market movement 301 (0.26%)