State of Product
Marketing Leadership
Report 2023

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

Introduction
Part 1
3

The State of Product Marketing Leadership report 2023
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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

Text here The State of Product Marketing Leadership report 2023
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Key findings
Part 2
5

The State of Product Marketing Leadership report 2023
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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

Text here The State of Product Marketing Leadership report 2023
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Who took part
Part 3
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The State of Product Marketing Leadership report 2023
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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

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
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