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I feel like Product marketing is in a similar place where Product Management was 15-20 years ago. With that said, how do you see Product Marketing growing over the next 5 years?

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3 Answers
Product Marketing Career Path
  1. Courtney Craig
    Courtney Craig

    Shopify Head of Retail Product Marketing | Formerly GoDaddy, ClearVoice, AppBuddy, Scripps • 1y

    I think Product Marketing will shift beyond product launches and research to a craft that focuses on business and product growth strategy. Meaning, PMM will take more ownership over revenue targets, setting the strategic direction of a business line and product, and then providing the strategic plan that other cross-functional teams will execute. Many companies already do this (like Adobe) and I think others will soon follow.

    5,708 Views
  2. Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing • 1y

    I think PMMs have "proven" their value as strategic leaders, so we are moving from more of a "launch factory" to strategic growth driver. Which you can see as more VP of PMM roles open up!One thing I do foresee [potentially] is PMM being held to revenue impact, like showing a direct line to review. Not sure I agree with it, but whether that’s through improved conversion rates, higher win rates, or faster time-to-value, i think the days of PMM being measured solely on asset delivery are ending. B ...Read More

    495 Views
  3. Hien Phan
    Hien Phan

    TigerData Head of Marketing • 1y

    I think the future of product marketing depends on the type of product and persona you’re selling to. But for developer tools—especially highly technical ones—I have a strong bet: PMMs will shift from marketing to the product org. Why? The technical nature of these products demands that the people responsible for commercializing them be tightly aligned with those building them. Deep product understanding, positioning, and go-to-market execution can’t be siloed away in marketing—it has to be embe ...Read More

    607 Views

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