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State of Product Marketing Leadership Report 2023

  1. State of Product Marketing Leadership Report 2023
  2. Text here 2 Part 1 3 Introduction Part 2 5 Key findings Part 3 7 Who took part Part 4 11 Role, company stage, and team structure Part 5 21 Responsibilities, career progression, and recruitment Part 6 26 Revenue and analyst relations Part 7 29 Brand representation Part 8 33 Competitive intel Part 9 39 OKRs, and micro and macro goals Part 10 45 Job satisfaction Part 11 52 Confidence as a product marketing leader Part 12 60 What does it take to be a product marketing leader? Part 13 68 Conclusion
  3. Introduction Part 1 3
  4. The State of Product Marketing Leadership report 2023 4 Introduction Welcome back to another installment of a report that lifts the lid on the quintessential elements of all things affiliated with senior product marketing roles. From strategy and team management to career progression, organizational structure, PMM hires, and tying product marketing efforts to revenue… you name it, we’ve covered it. This year, the State of Product Marketing Leadership report is bigger and better than ever. How? We’ve added three brand new sections to the report to gauge product marketing leaders’ perspectives on three overarching themes: • How happy they are within their role • Their confidence as a product marketing leader • Their input on what it takes to be a great product marketing leader This is going to help you PMM leaders and aspiring leaders dive a lot deeper into your role, what goals you should be aiming for, and even pinpoint what you could be improving within your own leadership approach. Now, we know you’re a busy lot - so let’s not waste any more time. Introducing: The State of Product Marketing Leadership 2023. Introduction
  5. Text here The State of Product Marketing Leadership report 2023 5 Key findings Part 2 5
  6. The State of Product Marketing Leadership report 2023 6 Not got time to read the whole report? Here are the key takeaways from this year’s State of Product Marketing Leadership report: • 32.3% of our participants worked within a mid-growth organization with an established Go-to-Market team. • More of our leaders this year are inclined to believe a different term for product marketing is more accurate for their role. 21.5% of respondents said portfolio marketing worked best, whereas 10.8% suggested other terms were more appropriate. • 33.8% of our respondents said they’d like to become a VP of Product/Portfolio Marketing, 21.5% want to become a CMO, and 7.7% said they want to reach the highest of the high and become a CEO/Founder of a company. • 78.6% of our leaders reported to the marketing department and felt most supported by them. • Alternatively, those who reported directly to their Chief Marketing Officer had the highest percentage of the whole group (26.5%) saying they didn’t feel supported by their manager. • Interestingly, 18.5% of our respondents said they track their indirect competitors daily, and 10.8% said weekly. Key findings Key findings Enroll in our Product Marketing Certified: Leadership course to gain the fundamental skills required to implement a range of leadership styles and guide your team with authority, confidence, influence, and innovation. Join pioneering product marketing leaders from elite organizations like LinkedIn, Hotjar, and Shopify and transform yourself into the best leader you can be. P R O D U C T M A R K E T I N G
  7. Text here The State of Product Marketing Leadership report 2023 7 Who took part Part 3 7
  8. The State of Product Marketing Leadership report 2023 8 Part 3 - Who took part Whotookpart To solidify our understanding of product marketing leadership, we surveyed leaders from companies varying in size, number of employees, industry, market, and product type. Here’s how they looked, at a glance: North America 66.2% Europe 29.2% Asia 3.1% Chief Marketing Officer (CMO) 4.6% VP of Product Marketing 14.4% Director of Product Marketing 36.9% Head of Product Marketing 20% Senior Product Marketing Manager 24.1% B2B 66.2% B2B and B2C 20% B2C 6.2% B2D 3.1% All of the above 4.5% Computer Software 38.5% Information Technology Service 35.4% Financial Services 6.2% Internet 4.6% Health and wellness 1.5% SaaS 73.8% Physical 1.6% Both 24.6% Early pre-product market fit 4.6% Early post-product market fit 24.6% Mid-growth with established Go-to-Market team 32.3% Late growth/scale-up 18.5% Enterprise 15.1% Growth stage Product Market Market Top 5 industries: Customers: Location Job title Enroll in our Product Marketing Certified: Leadership course to gain the fundamental skills required to implement a range of leadership styles and guide your team with authority, confidence, influence, and innovation. Join pioneering product marketing leaders from elite organizations like LinkedIn, Hotjar, and Shopify and transform yourself into the best leader you can be. P R O D U C T M A R K E T I N G
  9. Hey, want to read on? The State of Product Marketing Leadership report 2023 9 Why is product marketing leadership so important for a company? We asked some product marketing leaders why they find the role so important for a company to have. Here’s what they had to say: “The importance of product marketing leadership depends largely on the role of product marketing at the company, and the type of company/product itself. For instance, product marketing is sometimes directly responsible for overall product line revenue management, whereas in other cases its role in revenue performance is more oriented toward enabling sales teams. “That said, product marketing nearly always involves at least positioning, messaging, and the overall value story architecture, and it’s critical for product marketing leadership to ensure that framing successfully meets the market, across channels and touchpoints.” Adam Weinroth, Chief Marketing Officer at Form Bio “Because product marketing is the key to success for any company that wants to dominate their category, you need strong and experienced leadership that understands your market, product, and how to collaborate across the entire business. Someone that can be a strong voice for the team and use political capital wisely.” Andrew Hatfield, Founder of Deepstar Strategic Part 3 - Who took part Whotookpart Download the full report! CREATED BY:
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