State of product marketing 2019

Research
Summary

The role of the product marketer hasn’t changed over the years, but scope of work has. With changing buyer behavior and a more complex business environment to deal with, the product marketer’s function has grown in significance.

We have been tracking the state of product marketing for a few years now, with our last study having been conducted in 2017 (State of Product Marketing 2017). At that time, we had made a few observations about some practices that we thought were working well and some that weren’t. Coming to the present, we felt it was perhaps time to revisit the subject and see what’s changed and what hasn’t. To arrive at our findings, we surveyed senior executives responsible for product marketing in mid- to large-sized corporations across regions.

Read on to know what we found.

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