10 Navigating today’s product marketing landscape The responsibilities of today’s product marketers Given that nearly two-thirds of PMMs have been in the role for less than five years, it’s not hard to understand why many of their roles and responsibilities are based on execution. Yet, much of the value of product marketing is strategic. In our State of Product Marketing Report 2022, we asked product marketers worldwide to tell us about the core responsibilities of their roles. Product positioning and messaging came out on top, with a massive 92.6% indicating that this was their remit. Also ranking high on the list of PMMs’ responsibilities came managing product launches (80.4%) and building personas (68.7%). With so many strategic duties on their plates, PMMs require advanced skill sets and a certain level of maturity in the function to be effective. What we want 92.6% - Product positioning and messaging 82.2% - Creating sales collateral and updating internal documents 80.4% - Managing product launches 79.1% - Sales enablement 68.7% - Building personas 67.5% - Customer and market research 66.9% - Storytelling 63.8% - Competitive intelligence 58.9% - Managing the website and customer-facing documents Responsibility 56.4% - Reporting on product marketing success 54.6% - Content marketing (e.g. blog posts, articles, e-books, reports, webinars, etc.) 41.1% - Customer segmentation 36.8% - Customer marketing and advocacy 20.9% - Onboarding customers (e.g. onboarding emails, webinars, etc.) 18.4% - Product roadmap planning 3.1% - Other Source: State of Product Marketing Report 2022