19 Navigating today’s product marketing landscape So, let’s imagine you’re trying to hire a PMM. We’ll take some key numbers, filter them down, and see what we’re left with. It’s important to note that this funnel is indicative, not 100% definitive, but we know it’s an accurate reflection of the pain you’re feeling. Starting at the top, we know there are 116,000 PMMs worldwide. If it matters to you, half speak English as a first language, and half do not. The pain starts making itself felt because 72% of PMMs plan to stay at their current company. You just lost three-quarters of the market, leaving a little over 32,000 PMMs globally. But that number gets cut in three when we consider only 11% are open to changing companies. Worse, the appetite for a big change is minimal, at 4%. And the actual number of people moving is a fraction, just one-quarter of 1% of the total addressable market. We’re all chasing the same handful of PMMs, driving up the cost and the terms. It’s not hard to conclude that it’s still a seller’s market. So, let’s review why it’s so hard to hire a product marketer: 3 There are more open roles than PMMs exist, despite recent layoffs. 3 The market is hiring for doing vs. thinking. 3 The career juxtaposition: PMMs want to progress but don’t want to leave. 3 72% of PMMs want to stay in their current role. 3 11% are willing to move to a new company. 3 Only 4% are open to a big change. 3 Just 0.26% of the market actually moves. 3 It’s a seller’s market.